Health & Fitness
Learn How to Get Thousands of Dollars in Free Publicity Oct. 17 in Port Washington
Get thousands of dollars in free publicity, without a publicist, by knowing exactly what the media want and how to give it to them. Here are publicity tips, from a workshop to be presented Oct. 17.
The next time you check in at Patch or pick up the Ozaukee Press, and you see a story and photo about one of your competitors, don't just grumble to yourself that those news outlets should have interviewed YOU.
Vow that you'll start forming valuable relationships with local journalists and offering them story ideas, explaining trends you're seeing in your industry, and asking them how you can help them do their jobs.
"How can I help you?" is the most valuable question you can ask anyone who covers the news.
Find out what's happening in Port Washington-Saukvillewith free, real-time updates from Patch.
During my 22 years as a newspaper reporter and editor, including stints at The Sheboygan Press and The Business Journal in Milwaukee, very few readers or news sources asked me that question. When they did, I gave them the same tips I'm going to share during a workshop I'm presenting on Oct. 17 in Port Washington on "How to Generate Thousands of Dollars in Free Publicity for Your Small Business." It will be hosted by Zing Boutique, 302 N. Franklin St. Register here.
Here's what journalists and broadcasters tell people who want to help them:
Find out what's happening in Port Washington-Saukvillewith free, real-time updates from Patch.
1. Piggyback your story ideas off breaking news and industry trends.
Right now, there's a shortage of helium used, among other things, to fill balloons. It's a perfect opportunity for floral shops, party stores and other businesses that use helium to contact their local media and explain how they're coping with the shortage or the price increase.
Sooner or later, gasoline prices will spike again. When they do, taxi companies, delivery services and any business that makes house calls should let local media know how they're trying to save on gasoline. If they aren't saving because they simply can't, and they're swallowing the price hike, that's a story, too.
2. Be aware of deadlines.
Daily newspapers and magazines work anywhere from one day to six months ahead of the publication date. If you want a story in a newspaper's feature section, pitch it a few weeks before the date of publication. If you want a story in a magazine's December issue, you should be pitching it in late summer or early fall. If you need to know their deadlines, call and ask.
3. Take advantage of publicity opportunities galore on Patch.
Patch lets local residents submit information about events, free business listings, announcements, photos, and videos. And the editors love a juicy news tip, too!
You can also blog (write an article or opinion piece) about a topic, like I'm doing here. I created my Oct. 17 publicity event on Patch and then emailed Patch editor Lyssa Beyer to ask if I could write about my publicity tips. She replied with an enthusiastic yes!
The blogging platform, which includes instructions, is on the homepage. Scroll down, look in the middle column and click on "Want to blog on Patch?" Click on "Start a Blog" and then on "Post on Patch." Fill in the headline, body and other fields, and save it.
4. Ask journalists to join you for coffee.
Offer yourself as an expert in your topic area, even if you don't have a story idea to pitch. Remember, you're there to help THEM. Don't forget to ask, "How can I help you?"
Registration for the Oct. 17 workshop is $25 and includes handouts and a list of sample story ideas that businesses can pitch to local media. Contact me at 262-284-7451 or JStewart@PublicityHound.com for more information.
— Joan Stewart
aka The Publicity Hound
