Publicity Expert Reveals How to Generate Publicity by Exposing the Five Biggest Publicity Mistakes That Businesses Make
Publicity guru, Kate Engler shares the common small business mistakes that people make when trying to understand how to get free publicity.
As a business owner, understanding how to generate publicity can be far more powerful than advertising and networking. It can put a business in the spotlight overnight, and create a brand awareness worldwide, which is incredible.
Understanding publicity and how to leverage its success can be a very powerful experience for businesses, and can potentially be much more beneficial and profitable than advertising. According to publicity expert, Kate Engler once business owners have a handle on how to get free publicity, the possibilities for personal and professional growth can be limitless.
“What many entrepreneurs don’t understand is that while publicity creates opportunities for brand recognition, status growth and an increase in profitability, there’s also a lot of space for personal growth through pitching to the journalists and the interviewing process. Becoming the industry leader in your field is huge, and can help build confidence, public speaking skills and leadership qualities,” says Kate. www.freemediafortune.com
“As a business owner, understanding how to generate publicity can be far more powerful than advertising and networking. It can put a business in the spotlight overnight, and create a brand awareness worldwide, which is incredible. But for all this to happen, there needs to be an understanding of how the media process works.”
Kate has witnessed many publicity mistakes that businesses who aren’t familiar with the media make, over her 27 year public relations career. The five most common small business mistakes in publicity she sees are:
- Confusing publicity with advertising. “Journalists aren’t interested in hearing about the thing you’re selling or the service you’re offering; they want to hear your story. The biggest trap that most businesses fall into is that when they build a media release, it sounds very ‘ad-like’ and that’s because people are in the mindset of writing about the product or service that they have. But that’s not what publicity is about – it’s about your story. And if you don’t think you have a story, I’d invite you to come along and attend one of our workshops. Let us do it for you,” says Kate. “I’m not saying ditch all advertising, I’m just saying be smarter about how you promote your business; the majority of ads aren’t read because most people buy the newspaper to read the news and not the ads.” www.freemediafortune.com
- Thinking publicity is all about selling a product. “Receiving publicity is a partnership between a business or cause and a journalist. There need to be benefits for both parties to ensure a successful outcome.”
- Believing the journalist’s role is to promote the business that sent in the media release. “A journalist’s role is to report on the news or an interesting story. Be prepared for the journalist to interview other people so the article has more than one voice, and to do their own research. They’ve even been known to change angles from time to time that are different to the original media release,” says Kate.
- Not spending enough time on the headline. “The headline is possibly the most important part of the media release. If your headline doesn’t capture the attention of the journalist, there’s a good chance it won’t be read at all, REGARDLESS of how incredible the content is.”
- Not having a clear idea about who the story needs to be pitched to. “Business owners need to understand that each publication and station has an audience. If your story isn’t in line with what that audience would like to read about or listen to, your media release will be unsuccessful,” says Kate.
Through her one day publicity workshop, Free Media Fortune, Kate shares publicity tips with small businesses Australia wide, including the media release writing formula and how to grab the journalist’s attention. www.freemediafortune.com
To find out more publicity tips for small business, visit Kate Engler’s site to learn how to attend a Free Media Fortune event at www.freemediafortune.com.
About Kate Engler
Appropriately dubbed the “PR antichrist’ for her passion to share vaulted publicity tips with businesses, Kate Engler has revolutionised the way publicity is harnessed by small to medium organisations, giving them access to thousands of dollars of free media exposure without using the traditional PR agency model.
For many years, Kate was a corporate high-flyer with a hugely successful career as a highly sought after communications and PR specialist. During this time, she worked with internationally recognised brands including World Vision, P&O Cruises, Dilmah Tea, the Make-A-Wish Foundation, Australand, the Starlight Children’s Foundation and BedShed.
Over a decade ago, Kate turned her back on the corporate world to help small and medium sized businesses gain media exposure in print, and on the radio and television. She knows the media world inside out, and uses her knowledge, experience and contacts to help her clients gain sudden and massive media exposure.
Kate now thrives in her role as a public speaker, coach and media mentor, sharing her ‘insider’ knowledge of PR and the media with businesses around Australia and New Zealand.
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