How to Convert Publicity to Free Advertising


Who says you have no control over what gets said about you and your organization when you rely on free publicity instead of paid advertising? That’s right—it’s the person trying to sell you paid advertising. And PR firms don’t hesitate to tell you there is no substitute for getting free publicity and media exposure. They also like to point out how messages contained in public relations and human interest stories attract attention rather than repel listeners, like “in your face” paid advertising has been known to do. Unfortunately, there is some truth to warnings issued by advertising salespeople regarding limits on your control over your message and how it gets delivered when it is left in a reporter’s hands instead of yours. The good news is that there are some easy things you can do to maximize the benefits and minimize the risks associated with free publicity.
When you send out a news release to entice a reporter into taking action on your proposed story angle, you have several advantages if you choose to use them. First, since you picked the topic and the angle, you should have the advantage of being a subject matter expert, especially if the subject matter is you or something your organization is doing that is newsworthy. Additionally, since you presumably know better than to send out your news release before you have identified questions you are likely to be asked in an interview, you shouldn’t be caught off guard.  Preparing answers to likely interview questions in advance is the easiest way to convert free publicity into free advertising. It accomplishes several things. First, it makes you sound comfortable and competent, which will come across favorably during radio and television interviews. Second, it minimizes the likelihood of damage caused by saying things “off the cuff” that you later wish you had never said. Finally, it actually does give you control over what message gets delivered through the media to your audience. If your only answers to likely interview questions are those prepared in advance in alignment with your desired message, then haven’t you just found a way to ensure a very high degree of control? The bad news is that a reporter might only use a small portion of your answers to write the story. However, the good news is that there is also a chance that almost all of your answers could become part of the story, and you could end up getting MORE exposure and coverage than you would have gotten from a paid advertisement.



About the Author

Mason Duchatschek (www.ShadowtoSpotlight.com) is a master of free publicity and the author of the self-study PR course titled “Shadows to Spotlights: How to Get the Media Talking and People Listening to What You Have to Offer.”


Previous Article - Next Article





Add Your Picture
Add Your Picture


Article Submitted By: Mason Duchatschek13
Subscribe To: Mason Duchatschek13 Rss Feed
This Article Has Been Read 29 Times







Publish/Share this article

Remember: The article body, title, author bio and links may not be changed or removed. By publishing this article, you agree to all the terms in our Terms of Service.





Rating: Not yet rated




More articles in this Category

Video production services in Melbourne

Free Classified Ads: Top Benefits

Professional Video Producer: How Can You Identify a Real Professional?

Local Video Advertising Helps Walk In Traffic

Benefits of Promotional Products

Who Is Your Customer? And Who Is Your Client?

State of Online Display Advertising in India

Online Advertising

Data Center Migration Contracts

Top Choices In Advertising Products

Promotional Golf Clothing: Business Ambassador for your Company

The New Faces of Influencers

Why Internet SMS are Becoming Popular

Good advertising LED sign boards and LED sign display

What Health Care Consulting Agency Can Do For Your Healthcare Facility

Why Bulk SMS are useful for consumers?

Effective Ways to Advertise

Banner Stands Desired Results Made Easy with Stylish Marketing

The Types of Brochures to Help You in Business

PVC Banners ? Versatile and Inexpensive Advertising Method

Embroidered Polo Shirts – Walking BillBoards

5 Tips for Getting Your Stickers Noticed

Making Successful Promotions with Advertisement Products

Contact a Sign Company for LED Sign Displays

How Your Color Brochures Should Perform

Working Free Classified Ads

Top 10 Strategies to market and sell your property or land effectively

The Cost Of All Advertising

Display Products Part of Every Good Marketing Strategy

Great Ideas for Personalizing your Custom Cards