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Why You Need Publicity

by Natalie Grbic

From a marketing standpoint, publicity is one component of promotion. Publicity is a very important factor when it is linked to public relations. It is a purposeful attempt that manages the public’s perception of a subject. A subject can include people, goods and services, or entertainment. Publicists cannot sit around and wait for news to approach them; therefore, they must create their own news.

Some forms of publicity include:


These are just a few forms of publicity that are valuable, but there are other sufficient forms of publicity that may be useful to your specific business.

Since new technology of web blogs, web cameras, and web affiliates have emerged, publicity has become fairly low cost and an effective means of “getting your name out there.” Millions of people surf the internet each day; as a result using this new technology will give your business a sales boost.

There is a theory stating that any press is good press. Go out there and explore which type of publicity will give your business maximum exposure.

Natalie brings up a good point: any press is good press. It’s all in how you handle it. Now, publicity comes at you from every angle. Someone may comment on your company on their blog (for better or worse) or review your services in a magazine. Stay on top of where you’re covered.

A good tool for knowing who’s talking about you is Google Alerts. Enter your company name as a search and any time something appears online with your company name, you’ll get an email.

Here’s a great article on managing bad press.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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