by Yvonne B. Gilliam

One of the first lessons as an entrepreneur is learning to publicize your business. The second lesson is to know the difference between advertising and publicizing. Advertising is the strategic planning that usually involves paying for ad space. Publicizing is using free methods of informing the public about your business. Some examples of publicity (free advertising) include, obtaining television coverage, radio interviews, or print write-ups about your company.

TOP 10 WAYS TO GET FREE PUBLICITY

1. Know your market - Research it. For example, it you want to get publicity in UPSCALE magazine, buy a copy and review the type of articles they write; find out who their audience is. Be knowledgeable about the publication that you are submitting information to. It is a waste of time and money to send information to contacts who have no interest in your market.

2. Compile your contact list - Include radio, print and television journalists, and producers who target your market. It's imperative to invest in contact manager software such as ACT!TM, a contact manager that allows you to manage daily activities and contacts. Call and find out to whom you need to send your information, including the proper spelling of their name. Also ask how they prefer to receive information-mail, fax or e-mail. Many journalists prefer to read your pitch via e-mail rather than accepting unsolicited mail. Add this information in your contact manager for future use, such as follow-up calls.

3. Construct a well-written press release - Because you are competing for the editor or producer's attention, our press release should have a catchy or interesting title, which may be the hook that captures the reader's interest in your story. Print your double-spaced press release on 8 x 11 paper. Limit your press release to one page if at all possible. A good press release answers all the important questions such as, who, what, where, when and why.

4. Send press release and supporting information - When contacting a person via fax, mail, or e-mail, be sure to always include suggestions, sidebars or graphics in your supporting information. This gives the person ideas that help them to help you. For example, a main story will often run with companion sidebars containing closely related subjects, such as a short vignette or an example that illustrates the general them of a major story. Sidebars are often more eye-catching than just a main story with pictures or visuals.

5. Follow up with a phone call - After allowing the contact ample time to review your information, place a follow-up call. It is very important to speak with the contact personally. Be professional and have your pitch memorized. Keep in mind their time is very valuable. Know what your are going to say before you dial their number. You will have greater credibility if your delivery is professional and smooth.

6. Give away freebies - Give away items such as complimentary books, bookmarks, mouse pads, screen savers, coffee mugs and golf balls imprinted with your business name. Also, product coupons or other specialty items are good freebies, particularly to radio stations. Radio stations often use related products in gift packs as prizes.

7. Try something new - If you are not achieving your desired results, try a different approach. Find something new to add to your service, pitch, delivery, or promotional efforts. Case in point - if you advertise in the same local newspaper and get no response, consider changing the ad. Spice it up, try a different newspaper, maybe a newspaper with a larger circulation, or a smaller one with a targeted audience that serves your market.

8. Get a Web site - Having cyber presence is essential in today's market. Publicize your company on the Internet. Build the site yourself if you can't afford a Web designer to assist you. Web designer software packages can be purchased at computer stores. Web hosting packages, such as NetNation.com, are available on the Internet, enabling you to post your content on the World Wide Web. You may be surprised at the results and will be proud of your accomplishments.

9. Tell the world - Let everyone know that you are an entrepreneur, provide them with business cars or brochures and ask them to tell others. Remember, positive word of mouth is the best publicity.
10. Always send a thank you note - As a courtesy always send a personalized note.

Yvonne B. Gilliam is the president of M.Y. Enterprises Public Relations and Management Firm that secures national media exposure for high-profile individuals in the entertainment business and offers customized media lists for African-American markets through her Web site at www.entertainmentpr.com. She can be reached at (817) 424-2680 or vial e-mail at publicity@entertainmentpr.com.

UPSCALE FEBRUARY 2000