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Article

Four Things You Have To Do To Get Free Publicity for Your Business

Copyright © 2005 Paul Hartunian 
Hartunian.com
http://www.hartunian.com/


It's true about any profession. The "old pros" somehow always 
seem to get everything done much quicker and more effectively. 
They've made their mistakes and are sensitive to the pulse rate 
of the industry. 

Most professions take years of experience or education to master, 
getting free publicity doesn't. It's much more an issue of 
finding out the little "insider secrets" that work, and learning 
how to apply them to your publicity campaigns.

Above all others, there are 4 cardinal rules you can't afford to 
ignore if you hope to be successful. Not following them is a sure 
fire way to start depending entirely on luck instead of skill for 
your progress. 


These rules that should be spray painted across the wall in the 
front office of every business are:

1. Be Organized. 

It's fun and definitely rewarding, but becoming a publicist isn't 
a game. You need to have a good idea where you're headed and how 
you plan on getting there. Success doesn't come from a single 
"flash in the pan" encounter with the press. You become 
successful when you start developing a steady flow of income. 
This only happens when you're

organized. Carefully plan your campaign before you get started. 
Have your press release, bio sheet and Q&A ready to go before you 
start any publicity campaign.


2. Be Different. 

Remember you're in the news business. By definition, something 
isn't news unless it's unique. Being different isn't that bad a 
business strategy, either. If you offer the same product 
everybody else does, packaged in exactly the same package, then 
you really have very little other than price to negotiate. If you 
can find ways to fill niches nobody else is, then you start 
building loyalty, and developing seeds for a powerful news 
stories.


3. Be Consistent. 

The old adage about all news being good news is wrong. Just 
because your name appeared on the front page of the paper doesn't 
mean you've made it. Yes, it offers momentum, but you need to be 
sure you're rolling in the right direction. Earning the 
reputation of being self seeking and ruthless won't help much if 
you then try to open a series of homeless shelters. Chart your 
end goals and then move towards them, in a consistent, steady 
pace.


4. Be Persistent. Don't give up. It's all a numbers game. 

Actors and salesmen understand this. The fact that someone kicks 
them out of an office doesn't mean they're failures or "bad 
people". It just means that person had some other agenda's going. 

You might send out press releases and get absolutely no response. 
That's not a reason to give up. 

Try tweaking it a bit. Change the headline. Make sure your format 
is correct.

You can get plenty of free advice on the exact format to use at 
my site, located at http://www.PressReleasesMadeEasy.com. 

You might need to frame your story differently. Is it practical? 
Would the average person stop in their tracks to take a second 
look at your headline? Does the content of your story constitute 
a news item or an ad for your product? 

It's about hanging in there, not giving up, when others might. 


Try averaging your failures. Instead of feeling you've failed 19 
times for every victory you've logged in, try thinking of it as a 
package. It takes 20 tries to get a victory. If a "victory" means 
you make a $100 profit, then every one of those 20 calls makes 
you $5, even if the answer is no. 

Edison was once asked how he felt about failing more than 10,000 
times while trying to find the correct filament to use in the 
light bulb. He looked back curiously and answered that he hadn't 
failed once. It was just a 10,000+ step process. Hang in there. 
The only person in the world who can decide when you've failed it 
you. 

As long as you're still in the ring, the fight isn't over. 


Being prepared before you launch your publicity campaign and 
systematically sending out your press releases every week or two 
will go a long way toward leaving a lasting impression about you 
in the minds of reporters. That, in turn, will increase your 
chances of getting call from reporters to do interviews and 
promote your business.



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Paul Hartunian is the world's leading authority on publicity 
and self-promotion. At his website - http://www.Hartunian.com 
- you'll find lots of information about how you can get free 
publicity for any product, service or business you're involved 
with. Get information about his complete publicity kit at 
http://www.Hartunian.com/prkit . Sign up for his free publicity 
ezine at http://www.Hartunian.com/subscribe . You can reach Paul 
at (973)857-4142. Or by email at mailto:PaulHartunian@Hotmail.com