Build Buzz for Your Brand with Publicity

I had a conversation recently with a business owner who said that public relations activity and media coverage was a positive contributor to their business awareness. It made a significant difference. I have also seen colleagues in the speaking industry being featured on TV programs as commentators in their area of expertise.

And no doubt like me, you too have noticed a proliferation of online magazines with so many fabulous stories of personal brands and different businesses.

You may think with all the communication going on these days that we’d be getting tired of reading more material, but it seems in this “information era” most of us can’t get enough knowledge or inspiring stories, whether it’s through social media, blogs, podcasts, newspapers, books or magazines.

However, when it comes to communicating your message to grow awareness of your business, it is getting “noisier” and “noisier”. It takes many more messages and many more contacts and touch points to create any buzz or word of mouth publicity at all.

So where does traditional mainstream media fit into this picture?

Mainstream media such as newspapers, magazines and television is still a powerful tool and when used well can really help profile you and your brand. Combine that with social and digital communication and you can really get your brand buzzing!

How can you tap into this valuable resource to build some publicity for your business? Two ways you can use the media to profile your business and brand is through a media publicity campaign or writing articles for magazines.

Recently a colleague had an article about her appear in a magazine and wondered how she could maximise this opportunity for some publicity. A participant at a seminar of mine wondered if writing articles and submitting them to magazines was a good publicity idea. Yes!

Anytime you have something written about you it creates awareness of you and your product or service.

And when you do have an article or story publicised you can repurpose it on your social channels – creating more impressions and opportunity to get in front of your potential audience.

Here are a few tips to capture attention:

USP. The main thing you need to be aware of when writing an article or media release is that you need to have something interesting to say. You need to be unique, differentiate yourself from the others in your field. What is your point of difference? What sets you apart? Once you work that out, that can be your "hook" to gain media attention.

WIFT. What does it mean to others? Will this information be of benefit or help people in any way? Great to be different but what relevance does it have? Will it have an impact on my customers or general public? Can that point of difference help them?

CREDIBILITY. Do I walk my talk? Am I believable? Do I have the history or skills to back up my claims? Can I give real life examples in my stories? What research or statistics have I discovered? Am I a leader in my field?

BACK UP. Do other people back up those claims? Do I have testimonials or awards or the $$ to say I'm successful at what I do? Can you include quotes from others endorsing what you do? Will they say great things about you?

EXPERT. Am I truly an expert? Have I invested in gaining knowledge about my industry, my customers and the competition? Do I have articles on my website on my subject, white papers, special reports or written a book that demonstrates my expertise?

FOLLOW UP. You need to be consistent with your media efforts. Keep in touch with your contacts whether journalists, radio producers or magazine editors and build personal relationships. Once you're known as the expert and your personal brand shines through the media will come knocking on your door.

FOLLOW ON. Now that you have all these articles what else can you do with them? Post the articles and publicity on your website and social media channels as search engines love that content. Laminate the media articles and display them in your office. Send out physical copies of the magazine to current and potential clients and send an online copy to your database in your next eNews.

I’m excited to announce I will be running a webinar for AICI Australia (Association of Image Consultants International) on Priming the Press, Six Steps to Publicity Success. It will be held on April 28 at 7.30pm AEST. Members and guests are invited to attend.

Priming the Press, Six Steps to Publicity Success

Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She is recognised as a leading authority on personal branding and professional presence to help business executives and entrepreneurial professionals communicate with impact and influence. Sue’s suite of services delivered through workshops, consulting, coaching and keynote presentations provides a multi-faceted approach to gain high transformation for her clients.