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Danek Kaus
 There is a lot of misunderstanding about the nature of publicity
and how to go about getting it. Here are 7 myths that may keep you from getting the free
publicity you deserve.
Myth 1.
Publicity and advertising are the same. Advertising is exposure that you pay for. You control the
exact message and, if you're willing to pay extra, the placement of the ad.
Publicity is free, unless you are working with a publicist. Even so, the cost of hiring one is much
less than the cost of advertising, yet it has more value because it is treated as news.
It has much more credibility than advertising. The downside is, you don't control the placement or
size of a story.
Also, you don't have control over the exact spin that a journalist will give the story. But if you
initiated the process, by contacting the media with a news release, the story will usually be
favorable.
Myth 2.
You have to know someone. Like anything else in life, it helps if you have contacts on the inside.
But they are not necessary. Every day thousands of people without contacts get free publicity in
the media.
They are able to do it because they have a real story to tell, not a bunch of hype or disguised
advertising, and they sent the media a well-crafted release.
Myth 3.
You have to be one of the big guys to get any media attention. Wrong. See Myth 2 above.
Myth 4.
You should send your release everywhere. Doing this is counterproductive. You should target your
release to the right outlets and the right journalists.
For example, say your company has just released new customer relations software.
Don't buy a giant media list and send it to everyone on it. Select the business publications and
talk shows and the editors of the business sections of newspapers and magazines, as well as
business websites, and send your release to them only.
If you have a list that is detailed enough to give you the contact info for individual business
reporters, select those who write about software or high tech, not real estate.
Warning: only send the release to one person at a media outlet at a time. If that person turns you
down, then it is okay to contact another one.
Myth 5.
You should send out lots of press releases. Don't pester journalists with releases about every
little thing that happens at your business or organization.
They find it annoying and time consuming. It's like the boy who cried wolf. Send them too many
trivial releases and they will stop paying attention. Wait until you have something reasonably
important to share with the public.
Myth 6.
Bigger is better. Don't write long press releases. Journalists have too many to read. The ideal
length is 400 - 600 words.
If you have more to say, you can provide additional items such as a bio (biography), company
history or fact sheet. If the release interests journalists, they will then read your supporting
material for more information.
Myth 7.
You can get publicity if you buy an ad. Except with smaller media outlets and some trade
publications, buying an ad will not influence the decision to do a story on you.
With most journalists, telling them that you will buy an ad if they do a story is a turn off and it
may make them decide not to do anything at all. Don't drop your advertising if it is working, but
don't try to tie it to getting free publicity.
About the Author:
Danek S. Kaus is a veteran journalist and publicist. His new book is, "You Can Be Famous: Insider
Secrets to Getting Free Publicity." See it at http://youcanbefamousbook.com or write for a Free
Publicity Consultation at dan@yourpopwerpublicity.com to learn more
secrets.
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