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Free Publicity is Good Publicity - Part 4

Use all channels at your disposal to benefit from free publicity for your business. Here are some powerful ideas to get you started.

Businesses should always be looking for effective promotional tactics –and the cheaper the tactic, the better. For instance, do you realize that the media exists in a symbiotic relationship with all sorts of businesses and organizations? Newspapers, magazines, radio and TV are hungry for content to fill space or time. If you send them interesting stories even tangentially related to your business, you might get a mention in a widely-read features article.
One of the major benefits of gaining free publicity (apart from the fact it's free!) is this: what others say about your business carries far more weight than anything you say. You can use a range of other tactics to gain free publicity. For example:

Write articles or columns for publication. For example, if you run a garden centre, can you contribute to the gardening column in local publications? If you build boats, can you contribute information to boating magazines? For every industry there is some specialist publication that offers opportunities. If you can't write, simply put your thoughts in bullet point form and give them to a writer to edit and shape for you. The publicity is free!
Create newsworthy events. What can you do to make your business stand out and attract publicity? For instance, can you sponsor a local sports team or community event? Are any celebrity customers likely to visit your business?
Community involvement. Getting involved in local activities can be a great way of attracting publicity. This doesn't have to involve you giving away funds; you could instead donate product or services or some resources.

These are just a few ideas from many possibilities. Start studying how other businesses manage to attract free publicity and then work out how you can do something similar for your business. It comes back to the fact that the media are always looking for newsworthy stories. With a little creativity you can help them and gain significant exposure for your business.

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