If you prefer, simply listen and read the text below:
According to Al and Linda Ries in their book "Fall
of Advertising and the Rise of PR" the importance of PR is
changing and they argue that PR has become the most effective way
to build a brand. Well-known brands like Body Shop, PlayStation
and Harry Potter spend very little on advertising, yet their brand
awareness is huge.
what can we do to generate publicity?
you can put yourself in hands of professionals and depending
on your needs and characteristics choose the type of PR agency that best fits you. Lilli Cloud, founder of Cloud Communications
explains in BusinessWeek (Business
Week) that there are four types of agencies:
- The Small Agency
- The Boutique Agency
- The Independent Consultant
In this article
she explains the advantages and disadvantages of each of them.
if you are more adventurous here is a quick seven step guide to
start generating publicity for your company or project:
1: Determine your target - make a list of all the publications, radio stations, TV channels you
want to reach.
2: Develop a database of contacts - Decide in which section the news you will generate best fits
in and find out who's the primary editor or reporter of this
3: Determine the story - brainstorm ideas on possible stories and bring this down to around 12 topics which can keep you going for at least 1 year. Make
sure the story is news and not just promotion.
4: Write the press release - Study a few press releases on similar topics and write a short story
using a similar style, this will increase the chances of it getting
5: Send the press release - here the importance of step two and developing a good database of
6: Other uses for your press release - publish it on your Web site, mail it to customers and prospects, place them on handouts and fliers,
7: Develop relationships with contacts - dedicate time to improve your relationships with those that
decide what gets published, this will increase the likelihood of generating publicity.
seven steps are developed in more detail in Al Lautenslager's article on Entrepreneur.com.
(Public Relations) - relaciones
argue - argumentar brand - marca advertising - publicidad brand awareness - notoriedad de marca
huge - enorme
publicity - exposición mediática that best fits you - el que mejor te encaje adventurous
target - objetivo
reach - alcance
news - noticia
find out - enterarse bring this down to around - reducirlo a aproximadamente keep you going - mantenerte
press release - nota de prensa
published - publicado customers - clientes
prospects - clientes potenciales handouts - folletos
fliers - folletos
improve - mejorar
likelihood - probabilidad