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How do you identify newsworthy stories where you work orlive?Especially newsworthy stories about yourself or your companythat you can pitch to the media in the hope of getting somefree publicity.By remembering a semi-famous quote from the late Speaker OfThe House Of Representatives, Tip O'Neill.'All politics is local.'In a sense, all news is local because even global issuesoften have a local impact.Here are some powerful strategies for spotting opportunitieswhen they present themselves.'Piggybacking' simply means putting a fresh or differenttwist on something that's already in the news. You mighthave you seen a story on the Today Show that reflectssomething that's happening in your industry. Call thestation that airs the Today Show and offer a 'local angle.'They'll probably interview you as part of the story.You can piggyback on news items, trends, holidays, orcommunity events - the possibilities never end.Trends and new ideas and technologies make for good stories.When my wife and I opened the first South Texas SubwaySandwich Shop inside a convenience store, we got a front-page write-up in The San Antonio Business Journal. Itincluded a color picture of us standing in front of ourlocation. Buying an equal amount of ad space would have costabout eight thousand dollars.If you're part of a large company or organization(university, non-profit, etc) and you've got a lot of peoplewho are qualified to comment on a wide variety of topics,create and distribute a directory. It can be elaborate orsimple - as long as your media contacts can find a suitableexpert quickly. Include names, titles, and contact numbers(day and evening) and post your list on your web site.Polls, surveys, tip sheets, and quizzes make great fillers.Your data doesn't need to scientific or statisticallysignificant, just interesting. Unique contests, such asThrifty Rent-a-Car's annual Honeymoon Disasters Contest, cangenerate tons of coverage.The media love controversy and (despite frequent accusationsto the contrary) most go out of their way to present bothsides of a story. If you can offer a contrarian point ofview --and you can explain your case--reporters will oftengive you an opportunityYou can get the media's attention to publicize upcomingevents: classes, open houses, free demonstrations, visits bycelebrities. Publicity before the event helps spark interestand boost attendance.Human-interest stories are everywhere, including yourbusiness. Think about people in your company, group, ororganization. Does someone have an intriguing hobby? Pitchtheir story to the local media.Even the weather and climate can give you a hook for freepublicity. Homebuilders and remodelers can offer tips aboutsaving energy. Doctors can suggest tips avoiding colds andflu during the winter.TV stations and cable channels, radio stations, newspapers,magazines, trade publications, and newsletters - both printand electronic - have huge amounts of time and space tofill.There are more opportunities than ever, and competition isfierce for advertising dollars, viewers and subscribers. Thesecret to success knowing exactly what they're looking for -and giving it to them with a local twist.
Get,Free,Publicity,Think,amp,#