What is publicity? Before we talk about why let's make sure we're all on the same page with what publicity is because I know it's sometimes confused with advertising. publicity is gaining public visibility or awareness for a product or service or your company via the media. The key here is the media. The media determines whether or not they want to write a story or shoot a broadcast segment. The media covers your product service or your company from their perspective and in their voice.

Unlike advertising, it's not a controlled message. You don't get to review what's written beforehand, and you can't control how much coverage your product service or company receives. Why publicity, even though companies can generate interest in awareness through content marketing, why is publicity still relevant today? Are you a shark tank fan? Most entrepreneurs are Barbara Corcoran wrote a really good book called shark tails how I turned $2,000 into a billion dollar business. In it she discusses learning lessons from her childhood and how she applied them to her business.

I highly recommend her book, I pulled one quote. Contrary to common belief, the most effective way to build a brand is not by spending millions in advertising. But by finding a clever way to keep your name in the press. I couldn't agree more. Why publicity. First of all, it's cost effective.

Typically, it's cheaper than advertising, especially over the long run. Most advertising campaigns run yours to keep their message in front of viewers and it's based on sustained repetition. The cost for PR is time. How much time do you want to devote to your PR efforts? Second, it's more credible than advertising. advertising is a controlled message.

So it typically says something like here's how great we are. Just ask us we'll tell you and endorsement from a third party analyst or reviewer or reporter lends credibility to the product because the messages this product is great. Love it, you should buy it. Third long shelf life. As long as Google doesn't scrub it servers, a story can last online for years. Fourth, repurposed.

It's not just about securing the article, but how you share it. articles can and should be repurposed for social media trade show or sales collateral, and even printed and hung up in the office. Fifth, increase subject matter expertise brand awareness. If you are quoted in an article as an expert source, you can increase your subject matter expertise and brand value proposition over time. The more times you're quoted in a highly respected media outlet like the Wall Street Journal, New York Times, USA Today, the higher you can charge for your expertise. Finally, communicate directly with your consumer.

Providing your company product or service or quote is included in an article in an outlet. Your target consumer reads to make purchasing decisions, you're increasing Seeing the potential for a sale.