When it comes to promoting your business, which is more important: paid advertising or public relations, AKA “free publicity”? The short answer is “both.”
Advertising has its place and considerable value. Because you are paying for it, you have full control over:
- Wording
- Colors
- Artwork
- Amount of space/time you want
- Timing
- Frequency
- Placement (usually for an additional fee, you can control where your message appears in your chosen medium)
But just as with social media, free news coverage — including press releases, public service announcements and the like — that appears as part of the regular news programming (TV, radio, print, online, etc.) often carries much greater weight.
There is something inherently more trustworthy in something that you see in the news columns or hear on the broadcasts than something in a paid advertisement. As the old saying goes, “It’s not what you say about yourself, but what others say about you that counts.”
That’s why it’s important that the small-business marketing plan include both elements, paid and free.
The problem with ‘free’ advertising
But there is a problem with free publicity: You have absolutely no control over any part of it. Not when it appears or how frequently, not the content, how it’s used/displayed or any of the other advantages that come when you’re paying for promoting your business.
That’s why it’s important to give editors exactly what they want in order to improve your chances of getting your publicity in the news portion of your chosen medium. If you’re looking for more control over how your brand is viewed, you may want to make use of the services of a public relations jacksonville agency for a more strategic approach to conveying your message and building a better relationship with consumers.
Here are some tips to get the publicity your business or organization deserves:
- Know and meet deadlines. Don’t expect an editor to squeeze in “just a few paragraphs” because you blew a deadline. You are, after all, asking for something for free. Not only is there is a lot of competition for that space/time, but it’s considered very bad form to be demanding when you have messed up. The folks who know and meet deadlines are the ones who will always have first dibs on available space/time.
- Know the definition of news. Legitimate news stories including changes in name, management, ownership, location, hours, and products and services will be considered. Donations to or sponsorship of worthy causes can be newsworthy as well. You can also contribute press releases based on current events or issues, as long as you have some level of expertise in the topic under discussion. Be creative, but don’t press your luck; a 10% off sale is not news, it’s advertising.
- Know the appropriate format. How does the editor want to get your information? Electronic versions are generally fine. A Word document is easy to edit and cut and paste. Does everyone mentioned in your press release have a first and last name? Have you used the appropriate titles? Did you include contact information, such as name and phone number? Is everything spelled correctly? Have you used proper grammar and punctuation?
- Know what you’re talking about. If you are weighing in on an issue, are your facts correct? Do have any credibility in that field?
It’s always better to provide too much information than not enough — within reason. Remember, editors are time-challenged, too, and they will not slog through a three-page press release to dig out the pertinent information.
If a press release is too long, it can easily be trimmed. But unless your information is a “stop the presses” type announcement, chances are excellent no one is going to call to fill in any gaps. Well-written press releases on legitimate topics should be a part of a marketing plan. Just don’t rely on them entirely to get the word out about your services and products.
What are your biggest challenges when it comes to writing press releases or getting them out to wider circulation?
Jackie Harder was a newspaper editor and publisher for nearly 30 years, and has won numerous awards for writing, editing and special publications.
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