Publicity marketing is the process of creating brand awareness through the dissemination of news and information. It may take the form of Press releases, Thought leadership publications, conferences, and earned media. While some publicity may be unplanned, it can still be effective. The use of social media has made a lot of information available to the general public.
Press releases
Press releases are a great way to get your business name out there and increase brand recognition. They are written announcements that include information that journalists, bloggers, and other influencers will be interested in. Often, press releases are used to announce new products or services, new hires, rebranding, partnerships, and more.
The best press releases are engaging and include photos, logos, and other graphics that will increase the reader’s interest and trust. Publish early, as it will increase the chances that your release will be picked up by many news sites and get shared by a variety of people. Even better, publish your press releases online to increase your visibility on the internet.
Regardless of your company’s size, press releases are valuable marketing tools. Distribute them at trade shows, associations, and speaking engagements to gain as many potential customers as possible. Publish them on your company’s website as well, so that potential customers and the media can read them. It’s vital to focus your release on the goals you want to achieve, and to use it to your advantage.
Thought leadership publications
Before writing a thought leadership article for a trade publication, do your research on the publication. Understand the guidelines for the length, style, and audience of the publication. By knowing these parameters, you can create a more confident and successful strategy. In addition, a thought leadership article should include some element that makes it unique. This element can be an uncommon perspective on an industry or event. Another important element is to focus on a narrow subset of the topic.
In addition to promoting your company’s expertise, thought leadership publications help build brand credibility. When done right, they can revolutionize an industry and position your brand as a resource for customers. Thought leadership content is also engaging to readers. If your brand is passionate about sharing stories, thought leadership can be a great way to attract customers.
Public speaking and writing about your field are great ways to engage with the media and build a public profile. Companies with great ideas often receive keynote invitations. For example, the Princeton Review has written books and authoritative guides and appears on TV as an expert in test prep.
Conferences
If you’re looking for new ways to promote your conference, one of the easiest ways is to use social media. You can share pictures of attendees from previous events, photos of the conference setup, quotes from speakers, and more. You can also use hashtags to get the word out about the conference.
Conferences are a great opportunity to reach an audience that will be interested in your products and services. You can also use them to gain insider knowledge and tips. Often, a single event can attract a huge group of people. Using conferences as part of your publicity marketing strategy will help you reach a wider audience and increase ROI.
To get your conference noticed online, create a catchy hashtag that you can use on social media. For example, you could use the hashtag #event2017. Encourage conference attendees to use the hashtag, and over time, this hashtag will begin to generate momentum. It may take a while to gain enough traction, but anyone with an interest in your topic will eventually pick up on it. Make sure to post the hashtags to your social media accounts in the run-up to the conference and make sure to share others’ posts as well.
Earned media
Earned media is any publicity a brand or company receives that is not paid for by the brand. This type of publicity is often in the form of media pitches or website content, and can give a company or brand a competitive advantage. For example, when a prominent person or company discusses a product or service in an article or on a podcast, this is considered earned media. It is also common for a media professional to mention a product or service on a website or newsletter. Earned media is generally credited to public relations professionals who help brands or companies achieve this kind of publicity.
There are many ways to use earned media in publicity marketing, including press releases and industry events. However, to get the most out of this type of publicity, it’s important to have unique content that will stand out among the competition. Earned media can also be achieved through search engine optimization, which is a natural and organic way to generate traffic to a website.