When you think of giving a site or product exposure, people immediately think of advertising in say – The local papers, yellow pages, TV, Radio Ads, Fliers and all other sorts of advertising media. Publicity is none of the above. Advertising is Advertising and Publicity is Publicity. The way to describe Publicity is that it is usually done by writing a story or a description of something funny that happened on the way home or some topical event. This story usually involves you – but it also involves mentioning your business, giving your Name, Email, website address and anything else you wish to put into the article. This article or story is then submitted to your local newspaper editor, the local radio station, free newspapers and any other media looking for a good story to fill up their paper so that they don’t have to go looking for news.
Depending on how well the article is written as to how willing the media will be to accept your article. You may have also taken some photos or videos of the event you saw which you can admit as well. If you have written a story of your new restaurant make it credible, detail what type of food you are going to be serving, giving them an idea of what will be on the menu, what type of service they can expect and whether it is licensed or not. Also mention any successful restaurants, cafes or any eateries that you have been connected with. Mention how experienced your staff is and where they worked before. Mention how the food will be cooked and what garnishing and extras you will be serving with your meals.
All this is to encourage the reader to come and sample all your restaurant has to offer, and if the customer is hungry and eager – whatever you do don’t disappoint them. Publicity for other businesses roughly follows the same formula. You mention your Qualification, your staffs qualifications, how the establishment is set up and of courses tell them the address of your business so that they can find it. Putting a large address number at the front of your building if practical makes it much easier for you to be found. You do want people driving up and down and giving up when they can’t find it. Also if it is practical you should have a large sign and several smaller ones so that customers can see where you are whichever direction they are coming from.
If you want to put a story on TV for free or paid TV naturally you have to try and do it yourself which is usually fine if you are putting a video on YouTube or Google Video or one of the other video sites. If you want to put a small story on TV on some of the cable channels you can do it yourself, but on regular TV, you want to come across as semi professional and not a backyard, fly by night experience. There are a lot of Media professionals that are quite competitive price-wise, even compared to newspapers.
Someone once said “All Publicity Is Good Publicity”. Why do you think people throw TV, s out of hotel windows, get married for 24 hours, spend $3million on their wedding. That is because the publicity that comes from such events, makes people famous, saves careers, gets full front page, prime time TV exposure, publicity which you can not buy. It is a great way to keep people in the foreground and have people talking about them. Odd Strange and Eccentric people sell newspapers and TV time.
People who are loved by some and hated by others are a very salable item, with managers lining up to sign them up no matter what they are famous for. Therefore your business must try to find something about it that people will talk about!