THE SMALL BUSINESS PUBLICITY FAQ
- THE SMALL BUSINESS PUBLICITY FAQ by Jessica Hatchigan,
author of How to Be Your Own Publicist/McGraw-Hill, shows
small businesspeople and PR managers how to publicize their products
and services on a shoestring marketing budget. Your feedback is welcome.
You can contact me at jessica@....
THE SMALL BUSINESS PUBLICITY FAQ
The following FAQ provides a basic overview of the publicity process.
FAQ Copyright 2002, Jessica Hatchigan (author of How to Be Your Own
Publicist/McGraw-Hill). This article may be electronically re-posted
provided you do not make any changes *and* keep this copyright notice
in place. This article and/or excerpts from it may not be sold for
profit nor incorporated in other documents without the author's
permission. Your questions, comments, and feedback are welcome.
Contact me at jessica@....
DISCLAIMER: As with any tips, if you choose to implement, you must
accept all responsibility for any results.
This FAQ addresses the following:
Part 1: PUBLICITY BASICS
o Exactly What Is Publicity?
o How Does Publicity Make a Difference?
Part 2: HOW TO GET PUBLICITY:
o Can you "Do-It-Yourself"?
o How Do I Know If I Have the Right "Publicity" Stuff
o How Much Will Publicity Cost Me?
o Why is "Pitching" So Important? (And What Exactly Is It?)
o How Much (Publicity) Is Enough (Publicity)?
o Why Do You Say, "Publicity is Free--But Not (Necessarily)
o How Can I Give News People What They Want? And Just What *Do* They
o What Exactly Is Media Protocol? (or, What Are the "Unwritten
Rules" the Media Expects Publicists to Know?)
o News Angles--What Are They? Why Are They Important?
o Publicity--So How Do I Make It Happen?
Part 3: AN IMPORTANT CAVEAT & A FINAL WORD
Here's the FAQ . . .
PART 1: PUBLICITY BASICS
WHAT PUBLICITY IS--AND ISN'T
Publicity means getting your business, product or service noticed
through stories in the media. That includes newspapers, magazines, TV
and radio talk shows and programs, e-publications, and online
With rare exceptions, publicity doesn't just happen. At a
conservative estimate, more than 50 percent of the articles you see
in an average newspaper are the result of publicity efforts. One
professional publicist I know estimates that 90 percent of stories
are initiated by publicists.
That means--50 to 90 % of the time, publicity doesn't "just
happen." Someone takes the time and effort to "make it
HOW DOES PUBLICITY MAKE A DIFFERENCE?
Why should small businesspeople make the effort to generate
Because publicity can mean the difference between a business
that's a successful, "all-engines-go" enterprise, and one
that simply putters along--or even stalls and dies.
Here's a recent story that illustrates the power of publicity: In
the month following a major television network's airing of a
made-for-TV movie about his life, Bill Porter (www.billporter.com)--a
home products sales rep who overcame cerebral palsy to become a
successful door-to-door salesman--found that traffic to his website
skyrocketed. In the month after the movie aired, the website
generated $125,000 in gross sales--44 times the sales made in a usual
month. (Of course, few of us will deserve to have a movie made about
us, as Bill Porter did--but this story illustrates the immense
potential and power of positive publicity.)
In effect, publicity boils down to a trustworthy third party "saying
good things about you."
That's why publicity generates credibility advertising can't match--
credibility that can wins consumers' minds and hearts. One
publicity "hit" (media mention) in a key trade publication or program
geared to your target customers' or clients' interests might just do
more to boost your business than expensive paid advertising ever
Major corporations know this. Even though they have advertising
budgets in the multi-million dollar range, they pay huge sums to
outside PR companies, and maintain stables of high-priced in-house
publicists to ensure a stream of positive publicity. They know
publicity packs a wallop advertising can't match.
Publicity creates a "searchlight" that focuses a laser beam on the
particular benefits of your product or service in a way that attracts
Here are some of the ways publicity makes a difference:
o Gets the word out about your business
o "Laser beams" you out from among the competition
o Positions you as the "quality provider"
o "Shows and tells" your target market "what you do"--or make or
provide--and does so in a way that highlights its value
o Creates demand for your products and services
o Provides credibility that makes it easier for you to approach
potential new customers and clients, and that boosts your other
In short, publicity can be an entrepreneur's best friend.
PART 2: HOW TO GET PUBLICITY
CAN YOU "DO-IT-YOURSELF"?
So how can you get publicity for your business?
Hiring professional publicist to market your products and services is
a good idea--but it's not always an affordable option for many
The fact is, most small businesspeople can't afford professional
publicists. A large PR firm easily charges four figures for a one-
shot publicity effort (a few news releases and phone calls on your
behalf), and up to six figures for a year-long effort.
But, most small businesses (the majority of businesses in the U.S.)
simply don't have the budget to hire professional publicists and
initiate an effective ongoing campaign.
(Even if you are among the few who can hire a professional, it's
a good idea to learn as much about the publicity process as you can.
The more you know about the ways you can generate news coverage for
your business, the better and more efficiently you'll be able to
work with your publicist--and that means better results from his/her
efforts on your behalf.)
But don't people go to college to learn to be professional
publicists? How can you possible hope to compete with the
"pros" for the media's attention?
Yes, some people do study publicity techniques in a formal university
setting. But you might be surprised to learn that professional
publicists can have degrees in history, engineering, and philosophy--
disciplines far afield from marketing and communications. Yet they're
skilful and successful at what they do. Why? They've learned in the
process of doing--something you can do too.
Also, they've mastered the *one* thing you really need to know to
achieve publicity success: they understand what the news people want--
and how to present it to them. (If you've read this far in this FAQ,
I'd venture to guess you have the spirit--and can acquire the ability-
-to do the same.)
HOW DO I KNOW IF I HAVE THE RIGHT "PUBLICITY" STUFF?
Can everyone become a successful do-it-yourself publicist?
I think you know the answer to that one: No. *But* if you're
reasonably intelligent, make an honest effort to learn the basics,
and steer yourself patiently over the learning curve, chances are you
can do it!
If publicity is so effective, why isn't everyone going after it?
The answer is: because most people don't know how. The ability to
generate news coverage for your business is a skill you must learn
Success at the publicity process requires many things--creativity,
time and effort--and persistence. But one thing it doesn't require is
a stratospheric IQ. The publicity process is really very simple.
Master the basics--target your audience, learn how to approach the
media, and package your information well--and you're on your way.
The one basic knack you must acquire to get publicity is this: learn
to recognize what makes news--and what media people will deem
newsworthy about your business. Everything else you do to achieve
positive publicity for your business builds on this knack.
You can begin today to develop the "nose for news" that's essential
if you want to be a successful publicity hound. Here's how: When you
read newspapers and watch news programs, analyze the stories about
businesses, products and services you see and hear, and ask yourself:
o How did this story come to the media's attention?
o What did the reporter think was newsworthy about this story?
Your analysis should, over time, start giving you some ideas for
approaches you can use to generate news about your own business.
NOTE: "Quality" is the price of entry into the publicity
game. Your product or service must have substance and/or value to
bear up under media scrutiny. This really isn't an issue for most
do-it-yourself publicists. That's because the marketplace also
demands quality, substance and value. In other words, businesspeople,
who are savvy and sophisticated enough to pursue publicity, generally
also know that great products and services are pre-requisites to
success at the publicity game.
HOW MUCH WILL IT COST ME?
The less money you have to invest in publicity, the more time you
will have to put into your efforts. Plan on devoting at least 10 to
20 percent of your time on publicity on an ongoing basis if you want
to see effective results.
If you plan to go "on the road" (travel) to promote your
business, or to hold big budget special events as part of your
efforts, your costs will go up accordingly.
The good news is, in most cases, you don't really need to go
"on the road." Pare your publicity strategy down to the bare
bones (a targeted media list to which you pitch news stories by
phone, fax or e-mail, and creative, well-thought-out ideas for
stories), and you may not even have to hit four figures when you
total up your annual publicity costs.
WHY IS "PITCHING" SO IMPORTANT? (AND WHAT EXACTLY IS IT?)
Here are two ways to get publicity:
Method One: Call reporters to "pitch" your news story over
the phone, and follow up with a news release (if the reporter is
interested). Or, send your pitch by letter, and follow up with a
phone call to check on interest/add tantalizing details, etc. (See my
book, Jessica Hatchigan's How to Be Your Own Publicist/McGraw-Hill,
or visit my Website, http://ABCpublicity.com for tips on successful
Here is a link you can follow to purchase How to Be Your
Method Two: Send out a news release and follow up with a phone call.
(See my book, How to Be Your Own Publicist, or visit my Website,
http://ABCpublicity.com for tips on writing a great news release.)
IMPORTANT: Always have a news release prepared before you being to
pitch a story. It's the first thing a media person will
request--if you succeed in creating interest.
Of the above methods, Method One is preferable--*if* you have a small
targeted group of media people to contact.
It has the following advantages:
o You make personal contact. Now there's a voice and personality
connected to your business and your news.
o You can ask a reporter her preferences for receiving news (fax, e-
mail, or snail mail).
o You have a chance to intrigue a reporter--and if you succeed, he
or she will be "looking" for your news release.
o You have a chance to get instant feedback/reaction to your story
idea that can help you fine-tune your pitch.
o You have a chance to begin/continue to develop a relationship with
the reporter. Think long-term when you pursue publicity. Your goal
isn't one story or one mention. You should be looking to achieve
ongoing positive publicity. (That's why, even if you strike out,
always be professional. Leave the door open for yourself to make
Of the above methods, Method Two is preferable, if you have a very
large number of media people to contact. (In that case you may only
want to follow up with phone calls to a key group of targeted
Whichever method you choose, the challenge you face is the same--
namely, the competition for attention. That's because of the
sheer volume of news releases that flood across media people's
desks. Each business day, for instance, at least 500 news releases
pour into the mail bins of the average major city daily newspaper.
Only a well-strategized, well-written, well-targeted news release--
that contains what a reporter considers "news"--can result in
mentions in weekly or daily papers, and spots on TV and radio news,
and interview programs.
NOTE: Contacting the media via a news release, e-mail, or phone call
is the direct approach. Publicity also can result from an indirect
approach--holding a workshop or giving a speech to an audience to
which key reporters have been invited, sending a catalog that
showcases innovations in your business to media people who report on
your area of manufacturing or service, displaying a product at a
trade show attended by media you've targeted, or participating in or
hosting an online discussion board that reporters regularly check out.
HOW MUCH (PUBLICITY) IS ENOUGH (PUBLICITY)?
As a businessperson, your goal should be, optimally, to get an
ongoing stream of positive stories about your business into media
outlets that your potential customers and clients read, view and
value. At a bare minimum, you should aim for one solid mention per
year in a publication that's well-regarded by your customers/clients.
WHY DO YOU SAY, "PUBLICITY IS FREE--BUT NOT (NECESSARILY)
The good news is, publicity is free. For a media outlet to accept
payment for running a story is a violation of journalistic ethics.
Reporters who accept cash to feature your business in a news story
will get fired. Not only that, they also will find their journalistic
careers are over. That means that all media people want from you is a
darn good (i.e., newsworthy) story. That's all that a publicist
who wants to be successful has to provide to them. That's all you
have to learn how to provide. And, yes, you can do it on a shoestring
The bad news is--publicity may be free--but it's not
(necessarily) easy. Learning how to recognize--and then produce--
stories that have news value is a skill. But, again, like learning a
sport or a new computer program, it's a skill you can acquire with a
little effort and persistence.
HOW CAN I GIVE NEWS PEOPLE WHAT THEY WANT? AND JUST WHAT *DO* THEY
Media people don't turn a deaf ear to pitches and/or ignore news
releases to irk publicists. In fact, reporters are always on the
lookout for fresh, creative story ideas they can actually use. If you
can provide a fresh, creative story idea *and* minimize the amount of
work a reporter will have to do to use your idea, you're on your
Here's a checklist you can use to help you determine whether
you're "ready to go" with a publicity pitch/news release--or if you
need to take your idea back to the drawing board. Not every element
is a "must-have"--but the more of them you include, the stronger your
chances of publicity success. Here's the checklist:
o Is this story targeted to the interests of the publication/media
outlet you are approaching?
o Does it have a compelling angle or angles?
o How unique is it?
o Is it timely? (Does it report the just-tabulated results of a
survey you've conducted? Does it tie into a season, anniversary,
holiday, or upcoming special event? Does it involve a trend or
other breaking news stories?)
o Does it involve a celebrity?
o Does it benefit the community?
o If you are making a claim for a product or service, can you back
it up with testimonials or scientific proof?
WHAT EXACTLY IS MEDIA PROTOCOL? (OR, WHAT ARE THE "UNWRITTEN
RULES" THE MEDIA EXPECTS PUBLICISTS TO KNOW?)
The media expect people who approach them with news to play by
That's why it's essential to:
o learn how media people think
o respect the media's code of ethics
o abide by its sense of protocol
They want information, for example, to be presented in traditional
formats--that means news releases and press kits produced on paper or
electronically (CD's, discs, online postings, and e-mail).
Yes, if you have the Story of the Century to offer, a news release
presented on flowered stationery might pass muster. But in all other
cases, a professional-looking, solidly-written news release is a
And every news release, press kit, special event, brochure, and e-
mail you send or bring to the media's attention should reflect your
professionalism, and the fact that you know "how the game is played."
At least, it should if you aim for credibility--and publicity success.
NEWS ANGLES--WHAT ARE THEY? WHY ARE THEY IMPORTANT?
How do you pitch a story/write a news release that intrigues a
reporter and makes her pay attention? How do you write a news release
that convinces a media person you've given him "news he can use"?
Come up with a great "angle," and you're halfway home.
Publicity newbies often have trouble with story angles--yet they are
an important key to success in the publicity process. Master news
angles and you strengthen your chances that the news you offer
reporters will spark interest and result in coverage.
Publicists who haven't mastered news angles will often pitch stories
and write news releases that come across to reporters as non-news,
boring, or thinly veiled ads.
Good news angles ensure that your pitch/news is perceived as:
o Of value to media audiences
A news angle, or story angle, adds value in some way to your story.
Sometimes that's achieved by presenting your news with an unusual
twist--something that makes your news different, amusing,
extraordinary, or unusual.
o Are you the first?
o Are you the "-est" of anything? (Biggest? Oldest? Safest?
Award-winningest? Fastest? Etc.)
o Are you the "most" of anything? (Most community-minded?
Most environmentally friendly? Most innovative? Etc.)
o Is there a celebrity involved in your news in some way? (If not,
can you get one to be?)
o Is there a current event or a new trend to which your story
Immediately after the tragedy of September 11, business people
nervous about flying were interested in alternatives to face-to-face
meetings. Videoconferencing was one solution. One company makes a low-
cost video camera that you can attach to a computer so that people at
a different location can see you while you talk over the phone line.
The company earned almost a half-page of ink in USA Today and in
several other publications.
o Do you have an interesting "backstory"?
For example, did you travel to India and spend time contemplating
before you started your own business? It could be a news angle. (It
was for Steve Demos, founder of White Wave Soy Products.)
o Do you have a unique hobby that you somehow now bring to bear on
the way you do business?
Like the management consultant who's an avid rock climber, for
instance. (He takes his business calls on a wireless headset as he's
clambering up and down his personal practice wall. He also used
principles he'd discovered in the course of his research on
management practices to decide what kind of practice wall he should
have constructed behind his home--and who would build it.)
o Humor and creativity are allowed.
In fact, they can boost an angle of middling interest into
the "higher brackets." For example, a comedian named Joe Garner might
send out a news release that claims, "Joe Garner has killed several
people and he's going to pay." The release would explain, a few
sentences down, that Garner is a regular at a club called Comedy
Tonite--that "he's killed Comedy Tonite customers with laughter, and
he's going to 'pay' by donating seven percent of his income from an
upcoming fundraiser to charity." (This, admittedly, is a bit on the
corny side--but you get the idea. It's to grasp--and keep--a
reporter's attention. Then, make sure there's real news value--in
this example, the fundraiser provides that.)
PUBLICITY--SO HOW DO I MAKE IT HAPPEN?
Following are some key facts:
o To get the media to report on you or your business, you have to
provide them with "news."
o That means you have to learn to recognize what's newsworthy
about your business.
o It also means you should stay alert to "piggyback
opportunities"--i.e., developing trends/news stories that can
tie into your business.
o It's okay to "create" news.
One of the classic ways to create news is the "special
event." Even on a shoestring budget, a small company can create a
special event that makes a news splash. "Special events" include
contests, awards ceremonies, groundbreakings, open houses, grand
openings, and new product/service introductions.
*You don't have to break the bank.*
If you're concerned about expenses, remember that your event doesn't
have to require a circus-crew size team to carry it out. If you can
command the needed resources (time, money and volunteers), it's fine
to hold a carnival or to sponsor a walkathon. But simpler (and much
lower cost) events can be quite effective.
Following are some tips for organizing publicize-able special events:
o Tie your event into current trends. In the year following the
September 11 tragedy, one national trend included responding to
terrorism (ways to make travel safer, how to do business without
traveling, etc.). For example, to counteract the public's uneasiness
about flying on the first anniversary of September 11, one airline
offered free flights on the anniversary of the tragedy. Local (city
and state) trends might include things like an upsurge in private
school enrollment, young couples leaving the suburbs to return to
city loft living, dissatisfaction with the condition of state
highways, etc. If these are trends in your area, tie your special
event into them in a way that offers value and/or service to the
public. You might very well be "on your way" publicity-wise.
o Be creative and novel and maybe even funny. In 2001, when the
Russian space station Mir was about to drop from the sky, Taco Bell
floated a very large bull's-eye on the Pacific Ocean. They announced
they would give everyone in America a free taco if Mir hit the bull's
eye. (Of course, the Taco Bell logo was in the center of the bull's
eye.) They sent a photo of the floating bull's eye to the press and
the quirky--and timely--humor of this stunt resulted in coverage on
network television and in newspapers across America. Like the rest of
us, reporters aren't immune to charm, humor and novelty. Creativity
*does* make a difference.
o Create a unique business concept, then hold a "grand opening" to
launch your business. Or create a new product/service, and hold a
special event to introduce it. Quick! What do these businesses have
in common?--McDonald's Restaurants, with a fast-, value-priced food
service; FedExpress, with its promise of overnight letter and package
delivery, and Three Dog Bakery, specializing in treats for dogs. One
thing--each business, when it was launched, introduced an innovative
new product or new way of providing service. Can you build this kind
of uniqueness into your business or a new product/service? If so, you
boost your publicity chances exponentially.
o Help your community--and make sure there are "visuals" the media
can capture that tell the story. One beauty salon held a daylong
fundraiser for a child with a life-threatening illness, in which a
portion of the cost of each haircut that day was to be donated to
help care for the child. The local TV news covered the event, showing
video of customers in the salon getting their hair snipped and blown
dry, and of employees wearing T-shirts printed up for the event.
Other examples of visual events that are naturals for TV news and
newspaper photos include walkathons and marathons.
o Be intriguing and original. When author and self-help guru Anthony
Robbins was promoting his first best-selling book, Unlimited Power,
he invited the press to attend "firewalk" events--gatherings where
people demonstrated newfound confidence and ability to overcome their
fears (learned from principles outlined in his book) by walking
barefoot across glowing coals--without getting burned. The firewalks
garnered quite a lot of press. Articles and photos of the fearless
participants grinning as they braved the hot coals popped up in
newspapers across the country--and sales of Robbins' book soared. Now
other motivational speakers hold firewalks--so many that "firewalk"
has become a common expression for any difficult or traumatic
experience. But Robbins was the first to claim media attention with
firewalking, and he reaped a bonanza of publicity.
o Use symbolism to highlight an issue that people care about. An
activist in MADD held a press conference in which (to make a point
about lax regulation of alcohol sales), she stacked a large mound of
beer six-packs her underage child had been able to purchase on the
table behind which she sat. Members of the California Legislature
working for gun violence prevention released 100 doves from the West
steps of the Capitol a few years ago. The doves were meant to
symbolize the number of people in California who were killed by
accidental gun violence in the previous year. Ecologist Michael Fay
of the Wildlife Conservation Society trekked across central Africa, a
15-month-long, 2,000-mile walk, to draw attention to the fact that
this part of Africa--one of the last truly wild places on earth--may
be soon lost to logging, and desperately needs to be preserved. His
feat was featured in the National Geographic and also earned a full-
page spread in USA Today--reaching hundreds of thousands of people
with his message.
o Tie your event into an existing custom or celebration. The Iams
pet food company released the results of a survey on people's
relationships with their pets just a few weeks before Valentine's
Day. (More than 90 percent of respondents admitted they say, "I
love you" to their pets.) If you own a telescope shop, how about
holding a Star Gazing Potluck Picnic on on Astronomy Day (April 28)?
Invite the public to look at features of the night sky (through a
telescope you've set up) as they chow down on homemade treats with
names like Stardust S'mores, Hot Plutos, and Moon Pies. Check Chase's
Calendar of Events at your library to find an event that will be a
good fit for your business.
o Add "star power" to your event. In the course of developing her
business, a spa quality line of skin care products made with natural
ingredients (www.devita.net), Cherylanne Atwood had gotten to know a
few celebrity customers who lived in her home state of Arizona--
including Alice Cooper's wife, Sheryl. Sheryl Cooper regularly raises
funds for the Solid Rock Foundation, an organization that provides
financial assistance and help to inner city teenagers and children.
Cherylanne and a restaurant owner she knew teamed up to help the
charity, with the restaurant owner offering the use of the restaurant
at no charge, and Cherylanne rounding up her celebrity friends to
attend the event. Sheryl and Alice Cooper attended, along with Kelly
Stone (Sharon Stone's sister), local TV anchor people, and other
Arizona celebrities. Funds were raised for the charity, Cherylanne
says, and, in addition, for six months afterward, local magazines
continued to run photos and mentions of the event, resulting in
ongoing publicity for Solid Rock, and also for Devita and for the
restaurant at which the event was held--not to mention the
celebrities involved! If your event is designed to benefit the
community, the mayor and local TV or radio personalities might just
be open to attending. People in jobs that keep them constantly in the
public eye like to be visible to the public--and they are especially
open to supporting a creative contributor to the community (you).
AN IMPORTANT CAVEAT: DON'T BE "THE PUBLICIST WHO CRIED
CAUTION: Reporters will ignore news releases and phone pitches that
don't make a convincing case that you have any real "news" to
offer that their audiences will find of value. It's true that you
can't expect to succeed with every pitch--and it's also true
that you need to persist to succeed at the publicity game. However,
you need to "pause" and "ponder" (and then maybe revamp or
fine-tune your pitches) before you "persist." That's because you
don't want to become known as the person who offers up a stream
of consistently unusable ideas.
While every good pitch won't result in a story, most reporters
recognize when you've done your homework and have offered a story
that is generally newsworthy. Even if they choose not to follow up on
your pitch, the door is open for you to try again.
If you strike out on your first few pitches, without developing even
a smidgen of interest on a reporter's part, stop and analyze what
you are doing.
You don't want to pitch a series of stories that are so poorly
thought-out they don't even remotely spell "news" to the
reporter. If you do this often enough, you will become the
"publicist who cried wolf," and you may find the door to
future opportunities with that reporter closed!
If you keep striking out, pause and analyze what you are doing. Look
at stories that do appear in the media and think through what
elements made them newsworthy.
And, yes, it's okay to *courteously* ask a reporter why your
story failed to make the grade. They may not tell you--they may
simply be swamped and not have time to do so. If they do give you
feedback, don't be defensive. Simply listen and take notes and
ask any questions you need to ask to thoroughly understand what she
is trying to explain--then act on the suggestions to improve your next
A FINAL WORD
"A wise man will make more opportunities than he finds," one wise man
(Francis Bacon, in this case) said.
As a small businessperson, you may sometimes feel you don't have
the advantages larger companies do when it comes to "making news."
What you need to keep in mind, however, is that as a small business
owner you have one key advantage the "big guys" don't have--you can
be nimble. Ever watch those programs about the extinction of the
dinosaurs? They always show dinosaurs lumbering around (apparently
masters of all they survey) while a tiny creature lurks trembling
under a tree root or nested in a tunnel--seemingly insignificant. But
the tiny creature is the forerunner of mammals and of mankind--
destined to take over! Why? Because when the earth's climate changes,
dinosaurs will be handicapped by their huge size. They won't be
able to find ways to adapt. The lesson: Being big is not always an
Unfortunately, there's more of a similarity between dinosaurs and
large companies than many of them would like to admit. The politics
of a corporation, its size, and the number of approvals needed for go-
aheads on any given project can bog down initiatives. Large
corporations also are notoriously cautious, and that kills a lot of
great ideas that are "different" (i.e., creative and attention-
getting). That's why, when a large company finally does something in
a publicity vein that's actually fresh, original or fun, the press
*does* take notice--it's that rare!
If you're a small businessperson, please realize the tremendous
advantage you have in being able to move quickly. And, by the way, a
small company with a creative approach, may just be way more
appealing to a media outlet than a large company that operates in a
predictable, and stodgy, groove.
Where there's a will (to publicize), you will find a way.
THE SMALL BUSINESS PUBLICITY FAQ provides a basic overview of the
FAQ Copyright 2002, Jessica Hatchigan (author of How to Be Your Own
This FAQ offers a solid introduction to publicity how-to's for
small business. However, if you want to seriously pursue do-it-
yourself publicity, it is highly recommended that you purchase a copy
of Jessica Hatchigan's excellent small business publicity primer,
How to Be Your Own Publicist/McGraw-Hill. Simply put, it's the
best plain-English publicity how-to for small businesspeople
Here's a link you can follow to purchase How to Be Your Own
This article may be electronically re-posted provided you do not make
any changes *and* keep this copyright notice, and book link, in
place. This article may not be sold for profit nor incorporated in
other documents without the author's permission. Your questions,
comments, and feedback are welcome. Contact me at
DISCLAIMER: As with any tips, if you choose to implement, you must
accept all responsibility for any results.
To contact Jessica Hatchigan, e-Mail: jessica@....
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