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24 Publicity Ideas
- Ways to grow your business
is one of those things that you have to work at. But the
benefits of publicity go far beyond the efforts that you put into
it. Getting publicity is kind of like advertising
that you don't pay for, but with a twist. Good publicity
gets people to talk about you in a way that you could not pay
for. Publicity helps build your company brand, it
builds you as the expert, and it highlights you and/or your
organization as a community leader.
Here are some things
that you can do locally to boost your publicity
quotient. Build yourself into a publicity expert:
a neighborhood survey. Make
sure that it is neighborhood that you want to do business in
and that itís a neighborhood that has a high percentage of
A brand new starter-home subdivision is probably going
to be filled with people who are young first-time homeowners
and their parents are probably more likely in their 50ís and
the adult kids are probably mortgaged to the hilt anyway.
Whereas a more established middle-class to upper
middle-class neighborhood of older families is probably going
to be in more need of home care services because they are
older and so are their parents.
These are also more likely to be people whose income has
finally caught up with them and they now have more
discretionary capital to pay for your services. Two things are accomplished here. First, you get incredible market research into what people
need, not just what you think they need.
You might be entirely correct in most areas, but you also
might just pick up a point or two.
Second, youíve introduced yourself to a whole
neighborhood of potential clients who now recognize your face,
yet you can come across as less of a ďsalespersonĒ than if
you were out there pounding the pavement looking for new
at neighborhood association meetings.
These groups find it almost impossible to find speakers
and most participants are quite tired of hearing the
association president speak yet one more time.
By seeking out your local neighborhood associations,
you develop that face-to-face contact with many people at the
same time, your presence will continue to generate
conversation long after youíve spoken, and you will have
presented your face and company in a very positive light.
If there is one lesson that can be learned from Dale
Carnegie, it is that people love to be paid attention to.
Your presence at their meeting is a wonderful sign that
you are interested in them.
your service to a particular holiday season and let people
know about it. many
people travel to see relatives over the holiday and this is
almost always the time when the family does an assessment of
what has happened with the folks since the last family
Give them signs to look for, ways to help around the house,
ideas for projects, etc.
Not only will you stay in their immediate mind, you
will find that they keep your advice in mind and think of you
while they are visiting the family.
a series of how-to tips related to your business.
If your business is home care, create a tip series on
how to make a home safer for older adults or meals that are
tasty, nutritious, and easy to fix for seniors.
an article for your local newspaper.
You have lots of knowledge so share that with the local
press and you can often get incredible local coverage for
such a story places you as the community expert in your field.
a customer story into a human-interest magazine feature and
throw in a few tips. People
love a great story because it touches them emotionally.
A word of warning though:
In putting together a story, make sure that you get
your clientís permission before itís published.
Without the consent of everyone mentioned, your PR
bonanza could turn into a PR bust.
a story about your companyís unique office location.
One such company has their headquarters above a
therapeutic massage clinic, but they make the running joke
that you can find them right above the massage parlor.
about how there is a crisis in your industry in your area or
in general. The
press loves to write about problems and if you have the
solution, they will love to write about you.
for something spectacular.
It could be a task, a giveaway, or to sponsor some
event. In fact if
you were to develop the event, your sponsorship is your labor,
not your money.
The press loves to cover events, especially those that
are for seniors and where there is a not-for-profit motive
involved. A great
example would be to raffle off a car and give the proceeds to
charity. May we suggest your local Meals on Wheels?
Combine this with a school function and you can have a
When kids are selling off tickets and half the money goes to
their school and the other half goes to a senior service
project, most hearts and pockets are opened. Your
company gains nothing financially from the raffle, but a lot
of good will and PR is generated and such things pay off in
the long run.
the first to adopt a new technology in taking care of people.
The press and people in general love technology and
something new and innovative is the perfect key to getting
We suggest however, that itís not just technology for
the sake of itself. It must have a functional purpose. A good example of this would be the use of the web in a way
that increases communication or service to your clients.
about your employees or honor one publicly for service above
the call of duty. It
reflects well on your employee and shows that you are the kind
of company that honors selflessness and personal duty.
journals on your company progress and success.
At some time in the future, these are the great things
that make great stories.
you added new services? If it is something new or there is a new twist on it, you may
find that there is a delightful PR angle on the service.
a partnership with a new company that will bring additional
services to all clients.
Depending upon the size of your organization, this kind
of publicity can be a windfall for all because it allows you
to showcase new products and/or services.
the world about your unique working conditions and flexible
hours. Not only
is this a great feature story, it may also help you generate
some new potential employees.
for and win an award. Newspapers with a community focus like to do stories on
companies that are recognized in business or in their
industry. It looks great for the community.
an article for your local newspaper or magazine about your
industry or the problems that you see in your community.
A word of caution here:
donít make it self-serving.
Newspapers arenít likely to run a full story on your
company that is really nothing more than an ad for your
up an issue and take a public stand.
Community issues, especially those that may affect
seniors need your involvement and when you do, both you and
your company will probably be quoted and/or interviewed.
about the growth in your industry and itís effect on the
local community including what needs to be or should be done
to prevent future problems.
a follow up story to a piece that was previously published.
This is going to take some time because the deal is
that you have to keep relevant stories for a year or more
before they are fresh meat again.
to your local newspaper that they run an advice column related
to your line of work. Your
choice, offer it as a column that you write daily or weekly,
OR choose to take questions from the public like Dear Abby and
her sister, Ann Landers.
a story about the myths in the senior care industry.
your story to a political issue.
In the senior care industry, there are enough of them.
Canadian drugs, senior health care, Social Security,
Medicare, drug cards, etc.
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