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7 Steps to Getting Publicity for Your Small Business
By Marcia Passos Duffy
Part 2: How to Create a Publicity Plan
You have a business plan. You may even have a marketing plan. But do you have a
publicity plan?
Creating a publicity plan need not be long or involved. But it will help you do one thing:
Focus on what's important -- and help you stay consistent -- when you get your message
out to the press. It will also help you sort out your short and long-term publicity goals.
What's important is for your publicity plan to answer three basic questions: Where are
you now in terms of publicity (your situation analysis)? Where do you want to be (your
goals and objectives)? And, what can you do to get there from here (your strategies &
tactics)?
1. Where are you now? Take stock of what you have.
Access your publicity/public relations materials up to now and make a list. Have you
announced your business via a press release (when you first started)? Do you have a web
site? Do you have a brochure? A newsletter? How are you getting the word out about
your business in addition to advertising? Are you considered an expert in your industry or
field? Have you had any publicity -- entire articles or small briefs -- written up in any
newspapers or magazine? Make an inventory of everything you have at the moment,
however small.
2. Where do you want to be? Goals & messages.
GOALS: Focus on creating 3 objectives for generating publicity. Think about why you
want publicity. Simply "getting more business" is too general. You may, for example,
would like to break into corporate gifts in your local area, or get people to attend a
hands-on workshop you will be holding, or raise the level of awareness of your craft.
MESSAGE: These are the key messages you want to convey to the press (and your
prospective customers or clients). List the top three messages only (too many messages
creates confusion). Again, be specific ("I have the best customer service" is too general).
Messages can include that you deliver your products in the area, or your products are
hand-made with local sustainable wood, or your jam recipes are handed down from five
generations of cooks.
3. How do you get there from here? Strategies & Tactics.
List the places you can realistically get publicity -- in local, regional or trade publications
(or even national -- think big!) First, make a list of the publications and study them: Who
are the writers in the sections that are appropriate for your industry? Are there special
yearly sections in these publications such as "home" or "garden" or "food"? Find out the
name of these writers and editors as well.
Next, go back to step one. What kind of materials in the form of fact sheets, press releases,
brochures do you have? What are you missing? What do you need to accomplish your
goals?
Next: Part 3-When Should You Send Out a Press Release?
About the author: Marcia Passos Duffy is an independent writer and publicity
consultant. Learn more about how she can help your small business get recognized!
By Marcia Passos Duffy
Part 2: How to Create a Publicity Plan
You have a business plan. You may even have a marketing plan. But do you have a
publicity plan?
Creating a publicity plan need not be long or involved. But it will help you do one thing:
Focus on what's important -- and help you stay consistent -- when you get your message
out to the press. It will also help you sort out your short and long-term publicity goals.
What's important is for your publicity plan to answer three basic questions: Where are
you now in terms of publicity (your situation analysis)? Where do you want to be (your
goals and objectives)? And, what can you do to get there from here (your strategies &
tactics)?
1. Where are you now? Take stock of what you have.
Access your publicity/public relations materials up to now and make a list. Have you
announced your business via a press release (when you first started)? Do you have a web
site? Do you have a brochure? A newsletter? How are you getting the word out about
your business in addition to advertising? Are you considered an expert in your industry or
field? Have you had any publicity -- entire articles or small briefs -- written up in any
newspapers or magazine? Make an inventory of everything you have at the moment,
however small.
2. Where do you want to be? Goals & messages.
GOALS: Focus on creating 3 objectives for generating publicity. Think about why you
want publicity. Simply "getting more business" is too general. You may, for example,
would like to break into corporate gifts in your local area, or get people to attend a
hands-on workshop you will be holding, or raise the level of awareness of your craft.
MESSAGE: These are the key messages you want to convey to the press (and your
prospective customers or clients). List the top three messages only (too many messages
creates confusion). Again, be specific ("I have the best customer service" is too general).
Messages can include that you deliver your products in the area, or your products are
hand-made with local sustainable wood, or your jam recipes are handed down from five
generations of cooks.
3. How do you get there from here? Strategies & Tactics.
List the places you can realistically get publicity -- in local, regional or trade publications
(or even national -- think big!) First, make a list of the publications and study them: Who
are the writers in the sections that are appropriate for your industry? Are there special
yearly sections in these publications such as "home" or "garden" or "food"? Find out the
name of these writers and editors as well.
Next, go back to step one. What kind of materials in the form of fact sheets, press releases,
brochures do you have? What are you missing? What do you need to accomplish your
goals?
Next: Part 3-When Should You Send Out a Press Release?
About the author: Marcia Passos Duffy is an independent writer and publicity
consultant. Learn more about how she can help your small business get recognized!
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