7 Publicity Myths That Can Hurt Your Business Gorham ME
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7 Publicity Myths That Can Hurt Your Business
Separate The PR Facts From The Fiction
By Pam Lontos
Every business needs a cost-effective way to keep their name, their products or their services in front of their prospects and customers. For many business owners, publicity is the key to such recognition and awareness. When done correctly, publicity develops your name recognition, gives your business instant credibility, and ultimately leads to increased sales. And best of all, publicity is absolutely free.
Publicity can come from anywhere and in many different forms. It can be as simple as having your product reviewed by a blogger, or as dynamic as having your company’s name splashed across the headlines of a magazine or newspaper. Unfortunately, because of the many myths that shroud the concept of publicity, many business owners fail to seek it out.
Before you can get your business the publicity it deserves, you need to separate the PR facts from the fiction. Below are the most common publicity myths and the truths behind them.
Myth #1 – I need to own a “big” business to get the media’s attention. While it’s true that big business names are common in magazine and trade journal articles, the fact is big business makes up only a small percentage of the American economy. Most readers know the big business names, but they often can’t identify with them or their challenges. That’s why many magazines and trade journals are eager to hear the opinions and perspectives from owners of small and medium-sized businesses. So whether you’re a solo entrepreneur, a franchise operator or a family business owner, find out what the reporters want and then enthusiastically give your slant on the topic. ;
Myth #2 – My business will be a household name from one big hit.Getting mentioned in or interviewed by a major national publication with a circulation of over one million readers is certainly impressive. But will such a stroke of luck make your business a household name? Not likely. To become a household name, you need to develop “top-of-mind awareness.” What is top of mind awareness? It’s when people think of you first to fulfill their product or service needs. It’s when publications of all sizes quote you and publish your articles. It’s when customers and prospects say, “I’ve seen your company everywhere.” Most important, it’s when people purchase your products or services because they know your company’s name and they perceive you as the marketplace leader. The only way to get top-of-mind awareness (to become a household name) is through constant exposure in a variety of publications, not just one big placement.
Myth #3 – I need to use big words to impress the interviewer.In most cases, the person interviewing you, as well as the publication’s readers, are not as intimate with your industry as you are. Therefore, they need the information you give them to be understandable and at a layperson’s comprehension level. The best approach is to avoid speaking with industry jargon or using te...
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