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Books - Magazines Published date: July 28, 2015
  • Address: Edia Placements
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To some entrepreneurs and business owners nike air max 90 hyperfuse españa , the answer to this question might be, "it doesn't matter --publicity is publicity and I'll take all I can get." True to a degree, but the smart entrepreneur knows that there is a strong difference between product and business publicity and their respective effects on your bottom line. Sure, the bottom line is to create consumerindustry awareness of the product or business and increase sales. But how you go about increasing that awareness, that brand recognition, can mean the difference between publicity and obscurity. Determining which type of publicity campaign you need is really all about timing. What I recommend to my clients is what I call "Diversified Publicity". Just as stockbrokers tell their clients to diversify their portfolios, the same holds true for publicity. A diversified publicity portfolio is a vibrant and active portfolio. What I mean by Diversified Publicity is creating different publicity angles based on your business' life cycle and timing those pitches to the media for optimum exposure. In a typical business plan, I would recommend PR campaignspitches in the following order: 1) Product Publicity - described below in A) 2) Business Publicity - described below in B) 3) Advertising - described below in C) (I strongly suggest exhausting all "free" publicity angles before jumping into a more expensive ad campaign.) * This cycle can be repeated over and over based on product improvements, additional product launches zapatillas new balance 574 baratas , business development and expansion, etc.. A) Diversified Publicity typically begins with a nationwide "new product publicity" campaign designed to create multiple media placements and subsequent consumerindustry interest. Many media outlets are seeking the latest in new products and will give you solid product profilesreviews in their publications or on their shows. B) A few months after the product campaign, we would launch a "business publicity" campaign or what I would consider a "corporate campaign". This is a people-behind-the-product campaign, which of course indirectly plays up the product again, further generating sales. In this instance, I like to highlight new developments that have


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