How to Obtain Publicity

Obtaining publicity is similar to obtaining free advertising, except better, as the advertising comes in the form of a trusted third party recommendation or mention. Third party endorsements have great credibility to viewers, listeners, and readers and can generate many more leads than a paid ad.
Good media relations require planning and time, however. You cannot simply decide on Tuesday that you want to get a press release out by Thursday. You need to build and cultivate relationships with editors and reporters as journalists tend to rely more on their Rolodexes than press releases when writing their stories.
Before you launch your publicity campaign, you’ll need to decide whether you’ll be doing it yourself in-house or outsourcing it to a public relations firm. If you do decide to hire a PR firm, you may wish to contact the business editors at local newspapers or trade journalists and ask them which firms they respect and work with often. It is also a good idea to ask for client references and have your firm present a plan with a budget and timeline. Most firms will work on a monthly retainer. Some however, will work on a performance basis, where you pay only if and when you get coverage. If you are strapped for money, you may consider using this type of firm.
If you do decide to do your publicity campaign yourself, here are a few tips.

1.    Know Your Audience. First, know who your audience is and what types of media they pay attention to. Then target your campaign toward these publications and outlets.
2.    Personalize Your Emails. Instead of sending a press release directly, begin an email message with, “I enjoyed your recent story about ______________. This will improve your chances of getting noticed.
3.    Become a source. Instead of sending out a press release when you are ready to launch your campaign, send out an introduction message a few months before stating who you are and what you are an expert in. Offer to answer any questions the reporter or editor may have on these subjects.
4.    Prime the Pump & Build the Relationship First. Instead of sending a press release out of nowhere, start a few weeks in advance by dropping a short email to the relevant editors and reporters at your local papers letting them know that the company will be making an announcement in the future. State that you believe that based on your knowledge of that person’s work, you believe they are the right person to contact and you wanted to confirm this before sending any unwanted press releases. If that person is not the right person, he or she may let you know the proper person to contact. If that person is the right one, there is a good possibility that he or she will take the chance to inquire a bit further about your company and upcoming news.