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  • Jessica Hatchigan
    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
    Message 1 of 1 , Nov 1, 2002
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      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 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:

      o Exactly What Is Publicity?
      o How Does Publicity Make a Difference?

      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?


      Here's the FAQ . . .



      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
      discussion groups.

      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


      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
      marketing efforts

      In short, publicity can be an entrepreneur's best friend.



      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.)


      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
      and master.

      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.


      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.


      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
      Own Publicist:

      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
      future pitches.)

      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.


      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.


      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.


      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?


      The media expect people who approach them with news to play by
      certain rules.

      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
      basic must.

      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.


      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 Exciting
      o Interesting
      o Of value to media audiences
      o Timely

      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.)


      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).


      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 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
      publicity process.

      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
      out there!

      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@....

      [Non-text portions of this message have been removed]
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