Seven Public-Relations Secrets That Get Your Business Noticed

Publicity can come from anywhere and it can appear in many different forms. It can be as simple as having a letter published in the editorial column of your local paper or as dynamic as having a front-page article with your name splashed across the headlines. But a successful publicity campaign is harder than you may think. It takes huge effort on your part to get your business noticed by the media. So, why bother? Is publicity really that important? Yes, yes ... a thousand times, yes! The effectiveness of your publicity campaign will ultimately determine the success of your business.

Publicity increases your sales without the outrageous cost of advertising. It adds credibility to your message and develops name recognition in your field. Essentially, publicity makes you stand out—above all the other salons—to the buying public. Of course, you don't have to be a public-relations expert to maximize the results of your publicity campaign. Use the following trade secrets to increase your visibility and sell more of your products and services:

1. Get to Know Your Audience

According to a survey conducted by Jericho Communications, the typical Fortune 1000 CEO is more likely to have watched The Simpsons than to have watched all three presidential debates. So, what does this mean for your publicity? Simple—it means that you can't make assumptions about your audience.

Therefore, understanding your audience and what appeals to them is important if you want to get noticed. Keep in mind that you have a variety of different tastes that go beyond your work, and so does everyone else. Figure out what magazines your audience reads and what shows they watch, then, take the time to read and watch the same things.

2. Create News

By familiarizing yourself with popular publications within your audience, you should gain an understanding of what issues are important to them and what interests them. Understand what they find newsworthy and develop your publicity around these issues. Tie your topic to current events and target your audience directly when you pitch stories.

For example, a business that focuses on home organization can reach a target audience by promoting "Clean Off Your Desk Day." Don't be afraid to stretch the boundaries of your topic. And remember, create news that interests your audience—not news that interests you.

3. Send Press Releases

Press releases are the easiest and quickest ways to advertise to a large audience and they inform the media that you have something to offer. Press releases are also a good method for getting your product or service reviewed in publications. Watch the breaking news, and if something ties to your business, send a press release to newspapers, radio and television shows and magazines offering your take as an expert to interview about the situation.