How To Get Media To Give You Free Publicity

Which would you prefer as a promotional tool—twelve advertisements or one article about your business?

I once wrote a story about a Realtor who was a top gun in that business at the time. The story focused on what he did that placed him above his peers. The result was a newsy article with photos of the Realtor in his office, at home, etc.We ran into each other months after the article was published. He told me, "Jerome, I got more business from that one article you wrote about me than from all the advertising I ever did. Thank you."

Makes sense, doesn't it? Do you read the newspaper to read the ads or the articles? How can you get this kind of publicity, in newspapers, on television, radio, web? Bribe people. No joke. If you own a restaurant and have a great new dish, let the local restaurant reviewer know they have an open invitation to come try it. Same for a radio talk show host who you know loves food.

Give media people anything they can report on, write about, talk about, review, video or photograph. A massage. Your new book. A pedicure. Dinner (for two). Hair coloring. Lunch (a quickie, for one). A decadent dessert. An auto detailing. A facial. If they love your product or service, they may well publicize it.

If it is new, it is news. Media are in business to reveal to viewers, readers and listeners what is new. If your business has something new, or is doing something new, it may be newsworthy. Of course the more interesting the new product, service, event, offering, happening or whatever, the more interested media will be in reporting it. They will contact you, but if they haven't, let them know there's something new and interesting in your business.

Many times a photo or video is worth more than words. Your product or service may be something that begs to be photographed or videotaped. Think a local cable station, newspaper or other media outlet might want to record your product or service photographically? Give them a call, shoot them an e-mail with a heads-up about the great photo op you have for them.

Get to know the business writers or reporters in your locale, if only by e-mail. I was pleasantly surprised after writing a note to the business reporter at our local paper. I thanked him for publishing a blurb about my new book, announcing that my book had been published. He wrote me back thanking me for making that info available to him. He has a weekly column to fill up with business blurbs, and I helped him by supplying him a newsworthy business blurb. I got free publicity; he effortlessly filled part of his business column. Win-win.

Think like reporters, who are always looking for stories. You or your business may not even be the main focus of a possible story or video. I wrote a story once about a local attorney, only it really wasn't about the attorney. It was about his mother, who was a very famous actress (you'd recognize her name), and what it was like to be the offspring of a famous celebrity. Most of the story was about his mother, but readers were certainly more familiar with this attorney after reading the article. Maybe some loved his mom and sought him out for legal advice based on that celebrity worship, who knows?

In dealing with media folks, keep everything super short. Printed words, press releases, phone calls, phone messages, an article idea, e-mail, thank you notes. All media people are deadline driven. Extremely busy. Start every conversation with them by asking if they have 60 seconds. Then keep them no longer than that, unless they extend the conversation.

And always remember, one article, photo or video can be worth a dozen ads.
Jerome Kellner is the author of The Maui Diet. http://www.themauidiet.com