MyStrategicMarketer.com

Radio Publicity: Right for you?

I was going through some miscellaneous folders on my desktop today and I came across a great blurb that I want to share with you!

Publicity can be a useful marketing strategy if you have a well-developed platform that is getting some traction in the marketplace (see my last blog entry for more on the publicity strategy).  If you have your troops mobilized to capitalize on your publicity efforts, consider that the first step toward being a guest on these shows is coming up with your angle or pitch. 

Here are three hooks guaranteed to grab a producer's attention:

1. Be controversial or talk about a controversial topic.  Producers LOVE anything that gets their phone lines going. And nothing does the trick like a good argument.
2. Be entertaining. If you can make people laugh and tell them fascinating stories, you'll always be in demand as a radio guest.
3. Be informative. Give people useful, timely information. Give them stuff that makes them say, Wow! That's amazing! I didn't know that!

Remember this: Radio producers and hosts don't care about what you're promoting. They only care about what you're going to tell their audience.

So ask yourself ... What do I have to say or share that is so riveting that no one would even think of changing the station?

When you figure out what this is ... radio producers will be begging to have you on their shows.

To get the entire database of the top 1,364 radio shows in America, complete with show descriptions and number of listeners for each show, visit http://www.RadioPublicity.com.

Is the Publicity Strategy right for me?

I've been talking to quite a few clients lately about the publicity strategy:  Will it help me grow my business?  How do I know if it's the right strategy for me?  How do I choose a good publicist?

The publicity strategy is typically implemented by hiring either a press release writer, a publicist, or an article submissions firm to generate media coverage (broadcast media interviews or publication in online / print media) for your platform (book, consulting, expert status, etc). 

There are so many factors that determine your success with the publicity strategy.  First, say you are interviewed by a high-profile news program, like the CBS Evening News with Katie Couric.  Can you expect your phone to ring with new business?  How do you leverage this exposure?  What can you expect if the Wall Street Journal prints one of your articles?

Media coverage rarely causes your phone to ring with people wanting to hire you.  If you get a couple of calls, you're lucky.  If you've hired a publicist on a monthly retainer, it can cost you thousands of dollars for your 2 minutes of fame, with virtually nothing to show for it in the end.

Print media, especially the reprint of your articles, tend to be more effective.  It's important to note that print media is typically better at selling books than services (speeches, consulting, etc).  Very few independent professionals get their money's worth (ie making back the money they invested) from hiring publicists.  You're better off hiring a reputable expert to write or edit your article for print and to submit it.  Expect to pay between $250 to $500 per article.  Want to triple or quadruple the number of publications that print your article?  Follow up your email / fax blitz with a phone call to the top 50 editors on the list. 

Getting an article printed is kind of like getting your bachelor's degree:  it's nice to hang the certificate on your wall, but your phone isn't going to start ringing with high-paying job offers.  It's up to you to leverage the degree when you're applying for jobs.  The same with a print article:  you can leverage the fact that you've been published by USA Today or appeared on the CBS Evening News with Katy Couric to build your credibility as you actively market your services.

I don't recommend that any of my clients implement the publicity strategy unless they have a strong attraction strategy coupled with a strong Marketing Gameplan that is generating interested, qualified prospects.  The publicity strategy will not save your business!  It's a great accomplice to a growing business that is getting some good traction in the marketplace, but it will not initiate new traction or momentum by itself.

Now is the perfect time to get your Marketing Gameplan in place for 2007!  Are you ready?  Email me to schedule your complimentary strategy session.  We'll get things moving!