Is your business feeling the pinch of a sagging economy? Then now is the perfect time to boost your business with publicity. A well integrated marketing plan includes a media campaign with a strategic balance between publicity (free media exposure) and paid promotions (i.e., advertising). This article specifically addresses the benefits of publicity, because in my experience, publicity is the component of a media campaign that is the most misunderstood.

The most usual source of publicity is the media – public communication forums such as newspapers, radio, television, newsletters, and the internet. Publicity involves supplying the media with newsworthy and useful information about your product, service, or event. Your business will reap the rewards of free media coverage if an editor, reporter, or producer deems your story of interest to their audience. Examples of newsworthy information include things that are unique and interesting, first-time evers, expert advice on a timely topic, things that impact the local community, and news of national recognition for your company.

Publicity offers many advantages, and is very powerful. Through the mass media you can tell your story in great depth to thousands, even millions, of potential customers. Besides helping you get your message across, it provides the widest amount of exposure for the least amount of money. Small businesses and new businesses particularly benefit from publicity, because it is an effective means of building brand identity and establishing name recognition.

You can use publicity to educate, shape public opinion, enhance your image, and even reverse negative attitudes. The exposure you receive has longevity because publicity provides you with a permanent record. As you begin to showcase your expertise, publicity will give you the credibility that will open doors. In essence, a good publicity campaign will compel people to buy, invest, and do business with you.

Mary Traynor is a Publicist and Founder of Akamai Promotions. Learn how to create your own publicity campaign in her upcoming class, Develop and Implement a Successful Media Campaign, at VITEC-Maui Community College, November 10 through December 1, 2008 (four consecutive Mondays). Take for under $20 with the A & B Training Grant. For more information or to register please call VITEC-Continuing Education & Training, Maui Community College (808) 984-3231.