The benefits of media coverage are not always immediate, but they are rewarding. You are perceived as a credible authority or expert in the field. You are set apart from your competition in the public's perception. They know you now.
What is publicity? It is defined as "factual, interesting, timely and newsworthy coverage, the content of which is not controlled by you" in the media, including radio, television, magazines, newspapers, and trade journals. Publicity should not be confused with advertising, in which you are paying for time or space, and for which you do control the message.
Big companies receive a lot of free publicity, just for introducing new products (think "Pepsi Jazz" from Pepsi), hiring new people (David Beckham signs with the LA Galaxy soccer team), or meeting goals (the 1 millionth product produced). These are examples of good publicity.
But because you can't control the message, publicity can also be bad. Name recognition of Dole fresh produce skyrocketed after salmonella was discovered in the company's package spinach. But Dole would have gladly given up the media spotlight when that crisis broke.
How can you take advantage of publicity opportunities and keep your bad press to a minimum? Here are a few tips.
Identify Relevant Topics
Your first step is to determine the types of activities and information at your disposal that are timely, relevant, and newsworthy. Some possibilities:
- How to choose a home inventory service (information about licensure, bonding, and insurance; services offered; what it includes; pricing)
- Myths about insurance coverage (defining specific terms in most policies; why documentation is necessary to receive full value for your coverage)
- Tips to help homeowners document their possessions ("expert tips on conducting a comprehensive home inventory")
Choose a Target Media
The next step is to determine how you will get the word out about the topic you are covering. The most common technique is a news release. This is a simple, single sheet of paper on which you list the basic details in a factual manner, along with your name and credentials and contact information (e-mail, phone numbers, web site).
A news release can be photocopied and sent to newspapers, radio, and television stations. If they are interested, they will either run the material or contact you for additional information.
Another option might be to write an article on the topic. In that case, you would hope to be quoted as an expert.
By writing an article, you can reach thousands of prospects at one time. It also increases your name recognition, and it can yield an article that you can photocopy and use as a reprint for mailings to interested prospects or post on your website.
In most cases, an editor will run your article with your name and contact information listed at the end. You will not be paid for the article, as are most freelance writers, because it is perceived that there is a trade-off (the editor gets a newsworthy article, and you get some free publicity).
Best bets for articles: Homeowner association newsletters, free weekly newspapers, neighborhood association newsletters, small local newspapers.
The types of articles that are most likely to be published are those that focus on tips, trends, and surveys. If you have information to share that the publication's readers will be interested in, your article has a chance of being published.
Getting Television Coverage
Television coverage is more difficult to obtain, although it can be the most rewarding in terms of exposure to prospective clients. Fortunately, the Home Inventory Service business is one that is inherently "photogenic" -- especially in a "consumer reports" format following a major local catastrophe (floods, wildfires, hurricanes, tornadoes). Compared to newspapers, television has fewer "space" (measured in time available) for people and events. However, television stations are constantly looking for "people-oriented" topics that are of interest to the community.
Television is a visual medium, so you need to focus on how you can create a visual opportunity. Provide "expert tips" for preparing your home inventory in advance of the usual local threats (floods, wildfires, hurricanes, tornadoes), or "Five Most Commonly Overlooked Items to Include In A Home Inventory."
One of the best resources for information on generating publicity for your business is Joan Stewart, better known as "The Publicity Hound." I recommend the following Special Reports ($10 each) - click on "Special Reports":
Special Report #9: How to Snag Free Publicity for Your New Business.
Special Report #12: 52 Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid)
Special Report #16: How to Write Tip Sheets That Catch the Media's Attention
Special Report #37: How to Tie Your Product, Service, Cause or Issue to the Weather
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