Publicity definition

Publicity is putting your business in front of the public and media outlets so you can showcase your products, services and company news. The goal is to attract your target audience members and make them aware of your company so they will want to engage in business with you.

Importance of publicity in business

Publicity is important because it helpsincrease awareness and visibility of your company while establishing it as a worthwhile business to purchase products or services from. There are many advantages to publicity, including:

• Publicity is less expensive than marketing efforts. Publicity and marketing vary in that publicity is more about awareness and marketing is usually advertising to your target audience on well-placed networks and platforms intending to get them to buy your offer.
• It’s a way to gain credibility.Consumers frequently distrust the advertisements they see, but publicity is a more organic way of showcasing your business to the public.
• Publicity introduces you to opportunities for collaboration.Through your publicity efforts, other companies may be interested in partnering and working with you on a project.
• Your brand will strengthen.The more you expose your brand to people, the stronger and more recognizable it will get.

Types of publicity

There are a variety of avenues to engage in publicityto bring awareness to your business, including:

• News outlets:Pitch your company to news outlets and request that they feature you for a segment. Explain more about the products and services you offer and how they fill a need in the market or share information on what your company is doing to contribute to a worthwhile cause.
• Press releases:A press release is a statement you share with members of the media. When you’re developing one for your company, share information about your company and any news you want to make sure the general public knows.
• Events: Get your company involved in events that mean something to you and your organization. This can be events for a charity or something fun on the local level. When media outlets cover the event, it’ll be your hope that they mention your company as a participant or sponsor.
• Social media: Companies can also get publicity on social media. Start by creating profiles for your business and slowly grow your audience with your engaging, informative and thoughtful content. The key to social media is getting your audience engaged so try to pose questions and encourage users to share your information within their networks.
• Expert presenter: Sign up for opportunities to speak as an expert in your field at conferences and on podcasts or see if you can offer your expert opinion as a quote in a news article.

Ways to get publicity

These are some ways to get publicity for your company:

• Connect with members of the media.Form relationships with media members who cover your industry so you know you can approach them with important updates.
• Offer free products to influencers. Influencer publicity is strong because an influencer’s audience trusts their opinion on products and services.
• Share your story on the news.Visit news outlets to share something exciting about your company first-hand.
• Announce promotions. Share promotions announcements with your email list or on your social media accounts to get people excited about what you’re offering.
• Collaborate with other companies. Seek out other companies with complementary products, and ask if they’d be open to collaborating on a new product or an enhancement to an existing item.

Frequently asked questions about publicity

How do you create publicity?

You can create publicity by becoming very clear on the selling points of your company. Hire a public relations professional who can write a one-page press release to get media members interested in covering your business.Put yourself and your company in front of the public by hosting a workshop, offering coupons or attending trade shows.

What is the main objective of publicity?

The main objective of publicity is to build awareness for your brand and what your company stands for and sells. The goal is to increase visibility so your ideal customer will want to become a buyer.

What is a publicity strategy?

A publicity strategy is a plan for communicating with the public about your company and associated offerings. A strategy accounts for your goals and how your company is unique, then develops a story that can appeal to your ideal customer.