Inevitably there will come a time where publicity needs to be a part of your marketing mix. You may opt for mainstream media publicity or Internet publicity. Either way, you need a solid platform to promote yourself and to be accessible when publicity opportunities come your way.
Often clients will contact me to invest in press release writing services. While I’m always happy to help (I LOVE, LOVE, LOVE, writing press releases), I do have to ask some questions to make sure this isn’t a waste of their time or mine.
First, you  need to have a strategy. If there is no strategy in place then we first need to make sure the press release goals are clear before we get started. We also need to make sure the business is ready for publicity.
If there is a strategy in place it’s usually a strategy to gain Internet publicity or mainstream media attention (although sometimes it can consist of both).
If the press release is meant to gain Internet publicity by driving visitors to your website, educating about your upcoming teleclass or event or perhaps even getting the attention of bloggers, your strategy will be different than, say, getting mainstream media attention for your newly published book.
Regardless of your reason for wanting publicity, there are three foundations you need to have in place before you issue your press release – no matter what your strategy.
  1. Web site: Your website needs to be clear, concise and portray your business in the best way possible. Think of your website as your welcome mat for clients, customers and the media. Is it inviting? Do you make a clear offer to show visitors what their next step is? If you’re not sure, you might consider investing  web strategy copywriting solutions from Write On Creative. We meet you where you are because you either need web copy, have web copy that needs help or you’d like to create effective web copy yourself. Explore your options here.
  2. Online Media Kit: The Online Media Kit is the new industry standard, especially if you’re interested in Internet Publicity. Online media kits saves time, money and hold all of your important information and qualifications that the media, event promoters/coordinators and anyone wanting to do business with you might need. You can have your web person create a media page for you but I recommend Instant Media Kit. You view my online media kit here. If you’d like more information about Instant Media Kit, follow my link.
  3. Professional Bio: Your bio is an important tool for your publicity efforts. In fact, it’s important to have several options available depending on your needs. If you’re being considered for a television host position, you might need a long bio that tells all about your journey. If you have a speaking engagement booked you may need a short bio that gives a highlight of your qualifications. If you’re a guest on a teleseminar a mini bio is all that’s needed. So, I recommend that you craft a long, short and mini bio.
To recap, when you’ve decided you want publicity, you need to have a strategy and a solid website, an online media kit and a professional bio. Once you have all of these items in place, you’re ready to get the publicity you deserve.
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