guest blog by Frank Breukelman Media
There are countless ways to promote your company. Direct marketing in the form of weekly e-mail newsletters, remarketing via dashboard campaigns, responding to a specific target group through sponsored Facebook posts, becoming easier to find online through search engine optimization and so we can continue for a while. Of course you already know them all.
You can also promote your company offline in various ways. Traditional offline marketing channels are of course the radio and TV commercial and the newspaper advertisement. But also the phenomenon advertorial is undoubtedly nothing new to you.
What do all these examples have in common? Two things: they cost a lot of money and they are unmistakably recognizable as advertising. Even the advertorial: the contemporary news user pokes through it effortlessly. But have you ever considered that you can also get the news for free and thus reach a huge audience? No? Then it's high time! Free publicity is an extremely powerful and, above all, credible marketing tool.
What is free publicity?
Free publicity - often better known under the English term free publicity - is getting media attention without having to pay the medium for your message for this. This does not mean that you publish news yourself and then wait for a journalist to pick it up. You can inform the media yourself that you have something new to report. This is usually done in the form of a press release. It is essential that the news that you want to share is actually news. No disguised advertising, as in an advertorial.
What makes your company interesting for the newspaper?
No doubt you will now be wondering what exactly makes your company newsworthy. After all: a journalist will see you coming with your camouflaged sales pitch, right? However, you should not do two things in this case: overestimate yourself and the media. It is not only that you need the media. The same applies vice versa!
After all, all newspaper editors have been shrinking for years. Due to decreasing print runs, a lot has to be cut personnel costs. The result: hardly any time for original news discovery, which means that media can reuse each other (read: creative copying) that it is a sweet treat. Exclusive news, however 'small', is therefore worth its weight in gold. The local press in particular is therefore eager to receive news about or about your company!
Whoever comes in the news matters
Make no mistake though: the above is not a license to e-mail a shameless self-promotion to a newspaper editor. At least you can try it, but don't count on it being published. A waste of your time. To have a chance of a publication you have to try to think from the journalist's point of view. And journalists are usually quite proud. They see themselves - rightly so - as the guardian angels of our free, democratic society.
Even in it fake news- Age, therefore, we generally trust that what a respected news source brings as news is also truth. And not only that: besides where it is also relevant for us to know. The subject, the person, but also the company reported on is apparently important to us. Otherwise the newspaper would not pay attention to it, we reason. This principle is known as the agenda setting theory and is precisely the reason why it is highly recommended to aim for obtaining free publicity. What are you waiting for?