Kate Betts Blog
How to get free publicity when there's no story
There are lots of ways of getting yourself in the media for free - and no, I don’t mean getting arrested!
If you run a business - free positive editorial coverage helps raise your profile and enhance your reputation. Some times it might be because you have a story to tell - and journalists need stories; some times it might be because you are commenting on a story – and journalists need experts, and some times it might be you simply getting coverage as a business person.
For example lots of newspapers have columns that ask more personal questions, like what was your first job, first car, favourite book or restaurant; lots of radio stations have people in the studio to review the papers or chat about what’s in the news, and lots of radio stations have competitions and chances to pick your favourite tunes.
It means your name gets mentioned and the more mentions the more likely your name is to stick in someone’s mind. So when they Google your goods or services and a whole load of names appear, your name is the one that sticks out.
Don’t forget when you do appear in a column or as a guest on the radio you need to think about what you are going to say. Merely answering “Fiat, Audi, yes…” to the questions in the “Me and my car column” is hardly going to enhance your reputation. And if you are not careful you can even damage your reputation. Only last week I read a column about solicitor and his career choices and his answers: “idling, not doing much, professional footballer…” would not inspire me to engage his firm.
Any appearance in the media needs planning and preparation. Careless words could cost customers, share value and jobs. As I always say: just ask Gerald Ratner.
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