4 Free Ways to Create Publicity for Your Business
Publicity is no longer reserved for major brands that have reached the pinnacle of success in their field.
Media placement and publicity are, in fact, powerful tools any savvy professional can incorporate into each phase of their journey as an entrepreneur, ultimately elevating credibility, creating brand awareness, and inspiring action. The line between marketing and publicity is blurred, now more than ever, and the most sophisticated businesses are taking full advantage of using media features as a major part of their marketing strategy.
Here are four free, actionable tips to put into place when pursuing publicity, no matter what phase your business ise in:
Your story is your most powerful tool.
When editors, producers, and journalists receive hundreds of thousands of emails a month, a surefire way to cut through the noise is to share an authentic story. The most compelling story that you can share is your Breakthrough Story? This is based on a major transformation or breakthrough that has led to your “why” in the business world. Once you have discerned your story, decide what pitching topics or themes will support it.
For example, my personal story is one of overcoming intimate partner abuse. Some topics that I could pull from this story could be: women’s empowerment, women in business, embracing your story, overcoming abuse, and success after trauma.
Find outlets that support your topics.
Next, create a list of outlets that value the topics supporting your Breakthrough Story. I suggest identifying outlets in these three levels of media: local/regional, niche-specific, and top tier/thought leader. Begin with a Google search of your topics, identify the outlets that share information about them, check out the audience of those outlets and ask yourself, “Is this my ideal audience?” If the answer is “yes,” then add them to your media prospect list.
Once you have identified the outlets that are aligned with your story, share their content on your social media or send one of their articles to your email list. A mindset of giving will go a long way when building these relationships—and don’t forget that media decision-makers are people, too. Expert tip: Sometimes a smaller more engaged audience will give you more traction and allow you to bring readers/listeners one step closer to you. So, don’t rule out platforms that don’t have massive followings. Remember, when you pitch any media outlet, they care about keeping their audience coming back. Do your research to ensure you are a good fit for their audience!
Make friends with members of the media.
Everyone is growing their audience, not just entrepreneurs! Journalists and media outlets are always seeking to expand their audiences, and find high-quality, unbiased content that interests their viewers.
No clickbait!
Send an email pitch that is thought-provoking, relevant, and timely. If you want to win over an editor, show her you are an expert in an area directly impacting her audience. Think about topics and events happening in the world, and demonstrate how your topics and story are related, impacted, supported, or in opposition to those themes. Don’t be afraid to cause a little shock and awe and pitch a topic contrary to popular opinion. Remember: When you send a pitch, often you are pitching a professional writer. They value your expertise, your story, and the effort and thought of a relevant, well researched, and timely pitch. They do not value “clickbait-y” writing such as what my website has in common with Kim Kardashian.
Use these four steps to generate authentic and strategic publicity for you and your brand. The publicity may be free, but claiming your position as an expert in your niche is priceless.
This expert produced this original thought leadership piece free of charge to SheVentures. This expert values educating female entrepreneurs and the SheVentures community. SheVentures is not receiving affiliate compensation from the author/expert. Questions? Contact social@sheventurespodcast.com.
