100 Ways To Generate Publicity/Exposure By Jan Luongo, APR, CPRC
Here’s a list of 100 ways you can generate publicity for your company, brand, product or service. Some are simple that can be accomplished in an afternoon, and others might require some outside help. Think about what you want to accomplish and what message you want to send to your audience(s) and get started! 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. Do a survey about the changes in your industry and publish the results. Turn a customer’s success story into a magazine feature by linking it to a current industry issue and demonstrating your customer’s ROI. Get their permission and approval first. Run a contest in your local community or industry – it could be to name a new product, select a winner for a ‘best of’ contest, etc. Do you have a unique office setting, location, structure, etc? Tell that story to the media. Talk about how your company is handling a unique crisis in your industry (Healthcare and HIPPA, for example) Identify a unique use of technology in your organization and tie it to results of your firm. Share a successful marketing approach (blog, direct mail or ad campaign). Do your employees enjoy unusual benefit packages or flexible work arrangements? Tell the world! What about your company’s history – is there some historical aspect that still affects the company today? Have you experience a recent management shift that has significantly benefited your customers or service? If you have a new product, who benefits, and how? Hire an artist to do a large-size impression of your product or something that creates a visual effect in the community. Form a partnership with a complementary firm. Demonstrate the benefits of your product in a customer’s web site. Enter awards. Even a finalist status is good publicity. Write a case study about an achievement with a customer. Get involved in industry issues. Write an opinion article for your local paper or trade magazine that’s about something related to your industry – just make sure it’s informative rather than self-promotional. Start a blog and write about industry-related issues. Does your company do anything to accommodate balancing work and family issues? If so, write an article that other businesses might be able to learn from. Tell a story about your firm’s success when they grabbed an unforeseen opportunity. Create a series of how-to tips related to your business. Submit it to industry publications or post it on your web site. Sponsor a local kids’ sports team. Explain a complex new technology or scientific product. Prepare a research report or white paper and make it available online. Announce a new client, employee, location. Do a press release about a new product development. A new employee hire can be the basis of a story on your company’s growth. Invite the local television media to your office to “try” your product or to “be a customer” for a day.
60. You’ll be amazed how many people want to help. even if it’s not about your company. 33. Make an mp3 of your CEO’s speech and allow it to be downloaded as a ‘podcast’ on your website. Have them available in high resolution for the media. 34. Hold a special event to introduce a new product or service or to highlight something unique about your company. 58. 57. Tie your product to a current holiday season. Ask for referrals from your existing customers.net
. Hold an open house. Put a webcast about your company on your site or that of an industry organization or a customer. 64. Tie your story to a celebrity – how have they –or could they – benefit(ed) from using your product? Define your unique position in your industry by suggesting a story highlighting the different types of players in the market space and using your own company as one example. 32. 40. A CEO support organization could play on privacy issues with a story entitled: "CEOs Anonymous" Be controversial. Get promotional products with your message and hand them out to prospects and customers. Publish an annual report. 37. Suggest a follow-up story to a piece published one year or more ago. 45.
Identify a new buying/spending trend with your customers. 54. Give something away – your services for free to a local community organization. Send a letter to an editor or journalist in response to a recent story. 35. a fish in a fish bowl for an Aquarium press release). dislikes. 52. 66. frustrations and preferences in regards to your product or service. news and clippings on your website. Hold a conference for users of your product or service. 55. Position yourself as an expert in your field. 36. Take photographs of your product or service and use them in your communications.alliancecommunications. – page 2 (813) 335-7625 • www. give speeches and presentations as much as possible. business and local business community groups. 48. 62. Present an award. employee or partner. speaker or attendee. 44. 41. even if you aren’t a public company. Put your press releases. Deliver a standard press release in an unusual way. 50. 49. 61. Pitch a story to coincide with a magazine’s editorial calendar. Partner with a complementary company to buy larger ad space in a publication targeted at your
Alliance Communications Inc. employees. Frequently survey your customers about their likes. Take a poll. to your customers and prospects. Pick a stance on an issue and stick with it. a large quantity of your product to help the homeless or to meet a specific social need. Contact a paper or mag that your target market reads and volunteer to write a column. 31. 42. 51. 39. prospects and the press. 56. Give advice in an article or column. 43. especially if it involves something to do with your product or service (ie. Create a Frequent Buyers Club or other like club for customers who are repeat customers and offer them something special. Tie your story to a political issue. Treat your product story with a playful angle – ie. Join industry. 47. Expose the myths of your industry. printed or email.30. Make a presentation at your local community group or business association. 38. Shine a spotlight on a customer. Attend a trade show as an exhibitor. 65. 59. customers/clients. Send newsletters. Write a book about something related to your industry. You can easily do this on your website and publish interesting results. 46. 63. 53. Invite vendors. Form a group that specifically relates to your firm’s focus area. Use it to publish your strategic messages.
target audience. 94. Get t-shirts or polos made for everyone in your company.
Alliance Communications Inc. 86. 81. create a “Chocolate Lovers” day. 72. Better yet. Start a blog or chat about your company. 82. Keep up with it daily.) 95. 88. etc. 92. Encourage them to wear them outside of the office. on your door or location. Write a list of 100 tips for your industry and offer it to your prospects.net
. call Alliance Communications at (813) 335-7625 or visit http://www. Publicize key employees’ advanced education or industry accreditation.net. 93. with a card. At trade shows. 99. Work for a non-profit on their advisory board. Create a customer advisory group 73. 87. Pick a holiday and celebrate it every year (St. Volunteer.g. 71. 98. Create a slogan around a theme or current marketing campaign (e. or in your lobby area. Highlight an innovation that has led to company success. 76. 100. 78. sponsor a spouse program at the industry’s trade show or sponsor bus tours around the host city. Think about putting your message or slogan on them rather than just your logo. 89. 75. Patrick’s Day. prospects. 83. articles published about your company in your lobby. they hear more about your company and its mission. 97. Of course. An IT Staffing Company might create “Hug a Techie” day.. Remember clients’ birthdays. in your lobby. Wrap a company vehicle in company logo and message. 67. Create a corporate video that tells your company’s story. etc. Nike’s “Just Do It”) 74. your branding messages or incorporating a social media campaign into your communications plan. anniversaries. Send thank you cards to customers. Make a banner or sign and hang it outside your building. Create a memorable business card. discount or other recognition.alliancecommunications. Have an artist – or several artists – create artwork for your brochure/event/annual reports and put the artwork on display at a local bank as the artwork of your company (buy the rights). Put your message on your phone so when callers are on hold. 80. etc. case studies. Provide some of your products as giveaways to local radio stations or as prizes at a charity function. if you need help creating a strategic plan. Write a jingle for your company. complete with bios of key executives and professional photographs.alliancecommunications. 79. ask your customers to write one for you! 90. Prepare a 30-second commercial about you and your business ready even if someone asks what you do in an elevator. Send Thanksgiving cards instead of Holiday cards. Create a strategic plan and execute it. Hold a seminar of interest to prospects. Act on current events. 77. Create your own special celebration or occasion for your industry – if you own a bakery. Create your own code of ethics or promise card and distribute to clients. vendors. Put it on your website or use it at a trade show. 70. Don’t forget to have your website or phone number on it! 69. product or service. 91. Display awards won and. Write a local angle to a national industry story. Put your brochures. 85. vendors and employees. Valentine’s Day. 84. – page 3 (813) 335-7625 • www. 96. Do something philanthropic with your product or service such as giving a percentage of sales to charity. 68. Have an anniversary celebration for your company. Create a press kit for your company.