In my industry the number one question I always get from potential clients is, "What can I do to generate publicity?" The truth is, public relations is a fine art. Publicity requires a series of layering media inquires, informing the public, understanding your brand, appreciating reporters and their deadlines, and establishing a variety of businesses relationships.
There is no single "trick" to launching a great publicity campaign. My peers within the industry often take stock in the old adage, "No press is bad press." But times and trends are changing. Bad press often costs clients and their brands. Leaking sex tapes or igniting rumors as a one-pony tactic for shock publicity can, and often does, backfire. Yes, sometimes these strategies do conjure up a lot of press—but in return, the same press gained through controversy generally is the press which dissolves credibility.
Today's vast multimedia society expects transparency. The outdated marketing habit of puffery is quickly becoming extinct. Crafting and understanding a brand, especially for entertainers competing for endorsement deals, is a crucial aspect of any publicity campaign. Well-deserved and unambiguous publicity is starting to appeal more and more to today's reporter. Scandal used to sell headlines. Now reporters out the scandal to ruin the person (or product). The trend of bait-and-switch publicity now results in journalists who use "gotcha reporting" to sell a headline.
That said, I have put together a list of my top five public relations maneuvers for free, yet effective, publicity. Of course, the value of a hired public relations firm makes all the difference in the world. A good public relations firm has incomparable value. A dignified public relations representative can provide established relationships, placement deals, and co-branding events. I am aware that some small businesses currently do not have the budget to introduce a professional publicity firm. My tips are applicable to anyone, business or entertainer. I will be submitting more social media, writing, and public relationships topics via Blogcritics. If you have a specific topic you want covered, please feel free to contact me at firstname.lastname@example.org
The Top 5 techniques to gain free publicity
#1) Know how to fully utilize social media. The biggest mistake people make when trying to optimize publicity via their social media outlets is not understanding just how sufficient they can be. The best part is that most social media outlets, such as Facebook and Twitter, are free. The R.O.I. with this medium, if used properly, is 100% plus some!