Creating a Publicity Plan
“If we fail to plan, we plan to fail.” This saying is very important in today’s world. In this article, I will give you a few tips of how to create a publicity plan.
We should first understand that publicity is not the same thing as advertising. Advertising is a controlled media in that you have power over the frequency of the ad and the prices. However, you will not know when and how long the publicity will run.
Then, you should know your business goals and who are your clients. Moreover, your goals should be very specific ones. An example could be “having a greater visibility among villa-buyers.” You will then be in a position to decide which media is best to target your potential customers.
Moreover, you should remain aware of what is going around you and use that news to position yourself as an expert in that field. If a “green movement” is being setup, you would wish to talk about that and how your company sells “green equipments.”
Finally, you should be aware of the “editor cycles.” You will want to know the “feature of the month/ week or day.” The fact that Wednesdays are the days when editors talk more about economy is valuable information.
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July 7th, 2007 at 11:24 pm
Hey Pete,
Cool new blog. Couldn’t agree more. A publicity plan is sometmes almost more important then the publicity itself.
It is almost more important to have your system (how you will deal with the publicity) than the publicity itself. Only with a system can you leverage the publicity as best as possible.
Cheers,
Hamish
October 6th, 2007 at 6:47 pm
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