Small businesses and solopreneurs mistakenly believe an article in a newspaper or an interview on radio or TV will literally turn their business around. The answer, based on my own experience, is no, it won’t. Even if you manage to achieve a slot on morning TV, an article in your local newspaper and a number of radio interviews, your book will not suddenly start to sell like hot cakes and your phone will not ring off the hook. Why then do people spend time and money pursing publicity through the media if the result is quite clearly not worth the while?
The truth is publicity and presence in the media is not a magic bullet – more of a long-term business marketing strategy.
If you appear in the media on one occasion, chances are much greater that your audience will read it and forget about it shortly after. If anything, it will simply provide valuable credibility for your business to those customers and clients who already do business with you. But it is not likely to cause people who haven’t heard of you to make a purchase, unless there are extraordinary circumstances at play – for example, if you operate within a very specific niche and have targeted your publicity perfectly. The best goal to have for your publicity efforts is to aim for consistent and regular media appearances, in a variety of media that all target your desired audience. This way, your name and business will start to become recognisable and when consumers are ready to make a purchasing decision, they are more likely to go with who they consider to be the sector/industry expert. Remember – it is perception that matters in this instance, so whoever is more visible commentating on your industry sector, is who they will perceive to be the expert.
Here are some tips to ensure consistent media coverage:
- Include publicity as part of your marketing and business plan. If you don’t make a concerted effort to focus on this as often and seriously as you do your accounting, for example, chances are it won’t get done.
- Where possible, plan months ahead for the topics you will present to the media. If your funds allow, work with a public relations specialist to help you prepare your media schedule and put it into operation.
- A journalist contact database is like gold! Especially one that has come to respect your input and relies on your contribution. Build it and treat it the way you would your VIP clients!
