We serve our clients with a comprehensive package of marketing services including publicity. Here are some general tips for start-ups and small businesses on gaining publicity.

1) Know and be your brand – Develop and be able to articulate your target market(s), your offering, how you’re different and your key message.

2) Keep it personal – Frame your discussions around people not products and things. Tie your message to one of 6 basic areas – achievement, wellness, security, family, pleasure or relationships.

3) Attach your offering to a movement – Get relevancy through a hot frame of reference, like clean tech, social media, safety, innovation, society’s victims, etc

4) Simplify – Don’t expect the press to digest complex topics and come up with the right answer. That’s your job. Make it easy for them.

5) Prepare your media kit – Create a “pitch” letter, press release, business card, backgrounder, testimonials, data sheet and photos, together in a folder.

6) Assign a point person – Have one primary spokesperson that develops the media relationships and is the gateway to the firm. Have that person always be available.

7) Be everywhere, including social media – For example, the press uses Twitter, why wouldn’t you? When you engage, the normal rules of interaction apply (see #8).

8) Be courteous – Listen, have respect and be patient. Be timely and responsive. There are short and long term goals. Stay engaged even if it doesn’t work out this time.

9) Stay focused – Begin any interaction or interview with the end in mind. Keep your message points behind everything you do and say. It’s OK to be persistent as long as you’re not being boorish. Oh, and EVERYTHING is on the record.

10) One last “P” – Yes be prepared, personal, persistent, patient – and passionate.

Let us know if you have specific questions. 

Thanks, Doug Bruhnke (Growth Nation)