| The magic word that every consumer loves to hear | | | | or all, of your press release re-printed in a newspaper, |
| more than any other is, FREE! Sales promotions | | | | magazine or trade journal, for free, is exponentially |
| offering a free sample or product inducement are | | | | more important and beneficial than an ad placement in |
| always exceedingly popular. Human nature being what | | | | the same vehicle. |
| it is, the opportunity to obtain something of perceived | | | | There are professional public relations firms |
| value for nothing is usually very desirable. | | | | everywhere. They perform a valuable service and can |
| Creative entrepreneurs can craft and develop a very | | | | be as important to a business as an advertising |
| effective, and free, promotional tool for their business | | | | agency relationship. However, there is no reason for |
| or invention. The ability to utilize public relations is a key | | | | an entrepreneur to have to pay to implement a |
| component of any successful enterprise. The potential | | | | publicity campaign for their business. It can be |
| to create and deliver your own message, and widely | | | | self-directed and achieve excellent results. |
| disseminate this message, is very powerful. | | | | I utilize Public Relations for every client I serve. The |
| Advertising is a wonderful sales promotional tool. It | | | | results have proven, when measured against the time |
| offers a product the opportunity to deliver a specific | | | | invested, stunningly positive. A cosmetic product |
| message detailing the features and benefits inherent in | | | | highlighted in Mademoiselle, a tow-able float featured in |
| the item being advertised to a potentially vast | | | | Boat Magazine or a novel fire extinguisher described in |
| audience. A business can buy advertising to custom | | | | Popular Mechanics are only a few of the dozens of |
| deliver a story to an appropriate demographic. Based | | | | examples of placements that have leveraged |
| on a company's advertising budget, an effective | | | | successful product launches. |
| campaign can be crafted to deliver a maximum result | | | | When organizing a self-directed publicity campaign |
| and return on invested advertising dollar. | | | | keep several things in mind. Your goal is to highlight a |
| Nevertheless, contemporary media is a vast, cluttered | | | | new feature, offering or extension of your business. |
| world of segmentation, niche players and competing | | | | You are not trying to sell an item in the press release. |
| new technologies. It has become very difficult to | | | | A blatant commercial appeal will not be read, re-printed |
| measure advertising effectiveness owing to this | | | | or quoted. The content should be written as an |
| maelstrom. The inter-net is now a huge advertising | | | | informational announcement. A new product, featuring |
| vehicle being utilized by many businesses that only a | | | | a new technology, available at sporting goods stores, |
| few years ago were exclusive users of television as | | | | will be launched by (your name/company here). |
| the advertising medium of choice. | | | | Provide a contact name, phone number, e-mail |
| Additionally, advertising can be extremely expensive. A | | | | address, and fax number so consumers of your press |
| campaign designed to effectively reach the masses is | | | | release can make contact and ask questions. This |
| prohibitively expensive for almost any entrepreneur or | | | | often leads to an interview or expanded quotes. |
| small business. Creative, production and media-buy are | | | | The effective press release is NEVER more than one |
| expensive if any level of quality is to be achieved | | | | page in length. Obviously, it is crucial that grammar, |
| when delivering a print ad, television spot, direct mail | | | | spelling and wording be correct and appropriate. Keep |
| message or radio commercial. | | | | sentences short, one bullet point per sentence, and |
| Free publicity offers several benefits denied when | | | | clear. Summarize you, or your company, in a short last |
| using most advertising mediums. Every consumer | | | | paragraph. An example: |
| recognizes advertising when they see it. We are | | | | Duquesa Marketing is an international marketing and |
| bombarded every day with thousands of commercial | | | | product development consulting firm specializing in |
| messages, everywhere we turn the senses are being | | | | consumer products. The firm typically works with |
| challenged. Publicity, however, does not assault our | | | | inventors, entrepreneurs and small business to |
| senses and cause a barrier response. Effective | | | | customize and execute sales, marketing, launch and |
| publicity informs, teaches and imparts useful detail that | | | | funding strategies. |
| assumes editorial status and is readily read. Publicity is | | | | There are a number of inter-net sites that are highly |
| not framed in advertising structures where content is | | | | efficient at broadly distributing free lance written press |
| exclusively commercial. We change the channel when | | | | releases. is one, and there are many more. You will |
| commercials come on, but we are interested in gaining | | | | need to submit your press release for consideration |
| knowledge, exactly the benefit proffered by public | | | | and review. Editors will confirm that the press release |
| relations. | | | | has been accepted for network distribution. You might |
| I am always amazed at how few businesses and | | | | be asked to provide key words relative to your |
| entrepreneurs effectively utilize a public relations | | | | content. This will enable the distributor to target industry |
| component in their sale promotion campaign. The ability | | | | subsets more likely to be interested in learning about |
| to spread product/company specific messages to | | | | your product. |
| interested consumers of this information, at no | | | | These services are offered at no charge. However, |
| expense, is a bonanza not to be missed. If you can | | | | there are optional maximization programs. Utilizing this |
| write a letter you can write a press release. If you | | | | service requires making a small investment. I usually |
| have access to the inter-net you have the delivery | | | | use this service. My experience is that a $40 |
| system required to implement a publicity campaign for | | | | investment gives me an outsize return in terms of |
| your new product or small business. If your industry | | | | response, pick-ups and placement. |
| has trade journals, industry specific magazines, trade | | | | Most entrepreneurs and startup businesses face |
| associations or affiliations you have a built in audience | | | | daunting financial issues at every step of development. |
| interested in staying current on industry happenings. | | | | The library, a few mentors, and not much else will be |
| Take full advantage! | | | | available at no cost. Publicity for an opportunity is |
| It costs nothing to e-mail a press release to thousands | | | | invaluable. Take advantage of every chance to |
| of consumers. It costs virtually nothing to fax a press | | | | publicize any and all aspects of your venture, especially |
| release to targeted, important decision- makers in your | | | | when the notoriety gained is positive and free. |
| area of commerce. The opportunity to have a portion, | | | | |