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Publicity and Networking
Getting To Know You Publicity For Self-Promotion
By Maria Piscopo

Public relations is one of the most excellent tools for self-promotion. Simply defined, it is getting people to know your work (and know of you) through the media. You will buy this exposure with advertising but in today's new marketplace, the name recognition and credibility from publicity can give a cost-effective boost to your ads and sales efforts. With a little planning and research, you can easily add publicity to your self-promotion plan.

You don't get publicity just because you are talented. You get it because you ASK for the recognition by 1) submitting your press releases and 2) entering any and all award competitions. A second benefit is the additional promotion pieces from reprints of any publicity. You can use these to mail or distribute to clients to supplement the promos from your marketing plan.

How To Submit a Press Release

The press release is a standardized form of communicating some "newsworthy" item to the editors of publications. Upon evaluating your press release, the editor then decides whether or not to publish your story. THERE ARE NO GUARANTEES. The value of publicity is the acceptance of your submission by the media and the "third party" endorsement this creates. You start with a media list (list of publications) that is up-to-date with the name of the editor. It is a good idea to call first and ask for the name of a specific editor that deals with business press releases like yours. Be sure to include magazines, newspapers and newsletters read by your clients, your community and your peers.

For example, client media would be publications like Adweek or Communications Arts. Community media is your local newspaper and your peer media would be the publications other creative professionals like yourself subscribe to. Pick and choose your media list carefully. Send your press release to publications that use releases for editorial content and are respected in the community. If you are not sending out regular press releases, you're missing out on the chance for referrals, reputation, credibility and some great reprints! All it will cost you is the time to write the release and the postage. You don't pay for the publication of your release. Here are some examples of "newsworthy" items that could generate a press release to the media:

1. You relocate or open your studio
2. You add to your staff, get a rep or stock agency
3. You celebrate the anniversary of your firm
4. You finish a job that is special or interesting
5. You win any kind of award or get into an exhibit
6. You expand with additional services for clients
7. You participate in a community service project
8. You are elected to an association board of directors
9. You install new equipment or upgrade facilities
10. You give a lecture or teach a class

The news must truly be worthy and of interest or value to the publication. Blatant self-promotion that advertises your work will not be accepted and reduce your credibility with the editor. Never call and harass the media or their writers about being included in a feature article. Your best bet is to keep in touch by mail, fax or e-mail and they will call you! The more often you submit, the more likely you will get published.

Use the press release standard format. This format is specifically designed to be read quickly and give the editor and immediate sense of your news. It includes all the facts (who, what, when, where) in the first few sentences without flowery descriptions or adjectives. Double spacing allows the editor to write on the release, adding comments or editing notes. The date, your name and the phone number at the top are required information and the ### mark at the bottom indicates there are no following pages. Always write in the third person and don't forget to enclose a photograph whenever possible!

Don't forget that publicity comes from any type of award, juried exhibition or publication of your work. It also gives you a wonderful opportunity to write a press release. For maximum benefit, the announcement of your winning entry or exhibit can then be incorporated into your next direct mail or advertisement.

It is important to remember you are NOT SELLING ANYTHING with your publicity efforts. Your objective is to increase exposure to your clients, their awareness of your services and your chances of getting a call from your ads and promos.

Start today to incorporate public relations in your self- promotion plan. Research all of the publications that accept press releases and award entries that will bring you recognition. You can plan to use publicity to help promote your creative services!