Robert J. Smith, BBA, MBA, MFA, Ph.D., is a business consultant and founder of Robert J. Smith Productions and Smith Profits.
King Kong was billed as “the eighth wonder of the world.” Since that is the case, I think publicity must be the ninth wonder of the world.
The work of the Ringling Brothers, P.T. Barnum and Bailey Circus became widely known as the Greatest Show on Earth. This happened largely through the massive efforts of P. T. Barnum, who is believed to have famously stated, “Without publicity a terrible thing happens, nothing.”
Business owners certainly don’t want “nothing” to happen to their businesses. No one wants that. In fact, publicity is so important that Barnum is also believed to have started the common saying, “There is no such thing as bad publicity.” While that may be argued, the fact is that when people are talking about your business, you have top-of-mind awareness with them.
Jane Russell is credited with saying, “Publicity can be terrible. But only if you don’t have any.” If you don’t have any publicity, you don’t have top-of-mind awareness with your target customers. If you do have top-of-mind awareness, there isn’t much “terrible” about that.
Publicity is a must-have for every business, large, small and in-between. The question is, as a business owner, how do you gain publicity? Fact is, you can gain it in several ways, all with little or no cost.
Make it easy for people to find you online.
For example, if you appear on television, in films and even on podcasts, you owe it to yourself to build your Internet Movie Database (IMDb) page. It works for my company, and it can work for you, too. We have booked a lot of film, television and commercial appearances simply by being seen and by being easily found online. We’ve added a host of new customers and clients as well. You can do the same.
In addition to an IMDb page, I recommend that all of our clients receive as much media attention as possible. One way is with the traditional press release in the hopes that their companies get picked up. I’ve found that a better way is to create stories yourself and distribute them to hundreds of media outlets, including the leading television networks.
Once that publicity has been obtained through television or radio appearances, digital or print stories, make certain that you let prospective and current clients or customers know about it. Deliver links to your interviews and stories to your audience. I’ve found this can enhance credibility, strengthen client relationships and lead to more referrals. These interview and story links may be added to email signatures, in email blasts, in client newsletters, placed on websites, added to YouTube and Vimeo channels, etc.
One thing that must be avoided is complacency. All of the publicity in the world won’t do a business any good if everyone inside of it merely sits back and waits for the phone to ring. While it might ring, these calls are only the tip of the iceberg. Smart business leaders know that the bulk of success earned from publicity is earned below the surface. It’s not enough to be in the media—our target audience, our customers and clients must know that we are in the media.
Just like personal trainers tell us in the gym, “Consistency is key!” Aim to be in the media with positive stories about your business on a consistent basis. It’s not enough to make one single media splash and then rest on your laurels. Consistent business can be a predictable result when you are consistently seen as industry experts in front of your clients, prospects and others.
Look for podcast opportunities.
If mass media is not for you, simply consider a newer type of media: podcasts. You can appear with strategic partners or anyone who has questions that you are well-equipped to answer. There are hundreds, if not thousands of podcasters with audiences that have problems that you and your company can solve for them.
While I’ve been asked to be interviewed in all of the podcasts I’ve appeared on, it’s not difficult to locate podcast opportunities. If you listen to podcasts on a regular basis, reach out directly to your favorite podcasters and see if they’d like to share your expertise with their audience. This method is certainly cost-effective if not an effective use of your time. If reaching out to podcasts directly isn’t for you or if you simply don’t have time for it, a competent PR specialist can certainly handle this for you.
Stand out.
In my experience, it has never been easier to have your business featured on major television news networks, and it has never been easier to find your way onto network affiliates to make live appearances. Still, many companies and business leaders fail to do so on a consistent basis.
As Bruce Serbin says, “Whether you are an author, entrepreneur or expert, being a regularly featured guest expert in the media is one of the biggest credibility builders for your brand. It’s an implied endorsement that tells people you are smart, trustworthy and a true expert in your field. The perception is if the media turns to you for insights, you must know what you are talking about.” (Disclosure: I’ve worked with Bruce Serbin over the years.)
We know that King Kong ended with the famous line, “It was beauty killed the beast.” To keep your beast of a business alive and growing, harness the ninth wonder of the world. Get publicity now, and get it often!
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Read the full article here
