Creating
The Buzz
Our
jobs as Public Relations and marketing professionals (and entrepreneurs)
is to create a buzz about our products and services. We need
to get people talking.
I
teach many classes, workshops and teleseminars on how to create
news and publicity. Thinking and breathing do not constitute
a news story. You must actually do something to generate publicity.
Get creative because your presence affects your prosperity.
In
your PR or marketing plan there should be four words:
Create
Curiosity
Become Known
These
two goal statements are quite powerful.
First,
you can create curiosity in your press release and pitches;
conveying such a compelling, concise and articulate message
on paper that reporters rush to call you to find out more and
cover your story.
The
second goal is to become known. Become ubiquitous. Be everywhere.
Promote your local speech to the Rotary Club with a calendar
listing in the business section. Speak at a Chamber of Commerce
event and send out a press release prior to your speech and
a follow-up digital picture with the president and a raffle
winner after the program. Be a guest on a public affairs show
on radio or TV. Write a bylined article that shows your value
as an expert and provides useful information to the public (not
a poorly written self-serving, fluffy piece). Team up with another
company or nonprofit for a community cause. Be proactive and
become known. Blog. Use social media. Create online videos.
Say something bold. Get out of your own way. Think big.
Create
curiosity. Become known.
