Publicity
Promoting a product or service to your community can
best be described as a David going up against a Goliath. The good news is– David won.
Benefits of a good publicity
initiative:
- You increase awareness.
- You build product
recognition.
- You increase your
product/service appeal to prospective clients.
Is it really free advertising?
That’s a myth. Here’s a brief
list of some of the costs:
- Cost of a
writer/virtual assistant to prepare the press release.
- Cost to process
and deliver press release. It takes time whether you’re using
e-mail or snail mail.
- Cost for
photographs.
- Costs for
building targeted media lists.
- Costs for
pitching your story and ideas to the editor/reporter.
And after you've covered all your bases, there is no assurance that
your release will be published or if any of it will be used. Your release
depends on the day's news and the assignment editor.
Next issue we’ll examine two areas where you should begin to
implement an effective publicity program.
Evena Gottschalk is a
virtual communications and administrative assistant who has worked as a
communications coordinator in health, legal and not-for-profit
organizations. Her qualifications include a Diploma in Corporate
Communications from the Bell Centre for Creative Communications, Centennial
College and Certificates in General Management and Bookkeeping. Return to the resources
page. Return to homepage.
