Prepare Your Publicity Plan
Prepare Your Publicity Plan
Prepare Your Publicity Plan
If you have a small business, product, book, e-book, online course, etc., then you need to let the world know you exist. Become known through an effective publicity plan, an integral part of every entrepreneur's marketing mix. As you Prepare Your Publicity Plan, focus your campaign on what the buyers want to hear. Also, be diverse; look at traditional sources (TV, Radio and Print), new media sources (internet, blogs and social media) and offline sources (mobile devices, direct mail and signage). For best results, use the media outlet that attracts your audience.
Below is a six-step process on how to create your own publicity plan.
Step 1- Clarify your goals. What are you trying to achieve? Are you hoping to increase brand awareness, launch a new website, or promote the release of a new book?
Step 2 - Identify who you want to reach and connect with. This is your ideal customer. First identify whom you're trying to get your message to, in other words, your target market. Who are they, where do they live, what do they do, where do they shop?
Step 3 -Choose which media outlets you're going to target. Do this by identifying which publications your target market reads, what radio programs they listen to, what television programs they watch and what associations they belong to. Then prioritize the list from most important to least important.
Step 4 - Write or update the Press Release that announces you. You may choose to write your own press release using the example provided in this toolkit or hire an expert to write it for you. You can do the submissions yourself through free PR websites.
Step 5 - Prepare a one-year publicity calendar. Determine which media outlet to be contacted each month and list it in a Microsoft Excel spreadsheet.
Step 6 - Measure your success. It's always important to analyze what works and adjust your plan accordingly.
Coaching Exercise
List a set of measurable goals for your publicity plan and prioritize them.
What are the best media outlets to reach your audiences?Start today by writing down publications, websites or radio/TV stations for your plan.
Develop marketing strategies and promotional material to publicize your business (i.e., media tour, event, press release, e-flyer, postcard, etc.).
Checklist
Set measurable goals for your publicity plan.
Identify media outlets and social networks that reach your targeted audience.
Develop professional marketing and promotional material to publicize your business.
Be sure to include online (new social media) and offline (traditional) publicity strategies in your Publicity Plan. To learn more about marketing strategies, visit http://www.blackecommerce.com and download a free copy of Top 5 Secrets Smart Business Owners Use to Market Online.
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