Why Do You Want Publicity?

You have been working on your business or cause for years now. You know if you can just get your pitch in front of a reporter, it's completely golden for a story.

But have you ever really thought about why you even want news coverage or what it may do for your business or nonprofit organization? It may be time to think beyond the flashing lights.

I have to thank public relations guru Steve Harrison for inspiring this topic. I listened to a teleconference of his a few weeks ago and agreed with every single one of his points about why an organization would seek publicity over traditional advertising.

That's not to say your marketing budget should disappear because all you want to do is ferret free publicity. It just means if you have something newsworthy, consider the fact that coverage can carry a tad bit more weight than paying for ad space. The coverage can definitely be a tool, but is not one to be abused or taken advantage of -- remember that.

However, here are some of Harrison's reasons why publicity can be greater than an ad:

• It doesn't cost anything.
• It gives you and your business/organization credibility. We news folks can dig fairly deep. If you have somehow managed to get past the gatekeepers, editors and fact checkers, you must have a pretty valid project going on.
• It multiplies. You ever notice how a person or organization gets on one news show and is soon popping up on all the shows or in all the papers? In fact, you may hear the person is "making the rounds" on different stations or in publications. That's because Harrison was totally correct when he said that many times, one story can get the attention of more media and it often does turn into a sort of blitz.

Now I want to take Harrison's topic even a step further when I ask you to ask yourself if you have considered the potential effects of media coverage.

• Do you have a website where customers/clients/supporters can find out more information?
• If your story results in orders of your product skyrocketing, are you prepared to fill those orders? If your restaurant suddenly sees an uptick in service, do you have the staff to handle it? If donations come pouring in for your 501(c)(3), do you have a bank account, accurate records, etc.? 
• Do you have someone who is a reliable, knowledgeable and well-spoken spokesperson or representative?

Of course, you can't be prepared for every single thing and if a reporter calls you up today to do a story, I wouldn't tell you to refuse because your website is down. However, these tips translate into good media relations practice and can increase the effectiveness of your publicity message. These tips also translate into good business practices, which is the focus of your venture -- publicity should be secondary.

If you get started on this now, when the media does get wind of your golden story, you will be well-prepared.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.