Advice Centre

Other FREE PR ideas

celebrity endorsement

Some brands pay celebs big bucks to endorse their product. If you are just starting out, and don't have a spare hundred thousand dollars, you need to be clever about it. If your product is something that a celebrity may like to have, and will probably use it in public, do some research on the net and find out who their agent or manager is.

Then either call or email their agent and let them know that you would like to give their client one of your items free of charge. Make it clear that you don't expect anything in return. If a major celebrity is photographed or filmed using your product it can mean great things for the growth of your brand and your sales.

events

Some people like to launch their new business with an event. The idea is that local and celebrity media will attend and photograph the event and run the images in their newspapers and magazines. These events can be quite tricky to co-ordinate, and unless you are a natural party-thrower, it is probably best to employ an expert to do this on your behalf.

product placement

Another way to get exposure is through product placement (if you have a product!). You can call the Art Department of various networks and offer your products as propos if they have an appropriate story line. In this way we have gotten BBQ's and prams onto Neighbours and other products on Home & Away and other soaps.

online marketing - blogs, social networks and more

This is another ideal way to promote your business. Join websites that your customers may frequent and tell the members about your products or services. Start to twitter about your business, start Facebook groups supporting issues that are close to your business or product. Make the most out of the free promoting you can do online.

PR stunts/pictorial opportunities

Sometimes a great way to get exposure for your business is to create a visually interesting event to invite the news media along to. Try to imagine how it would look on television or in the newspaper because this is how the senior media staff will often determine whether to send a crew out to cover it or not. The World's Greatest Shave annual fundraiser recently used a Victorian primary school to hold a 'public shaving' of the kids who were involved. A 'pictorial opportunity alert' (click to view) as sent out to all the TV and newspaper news desks in Victoria, as well as to the local paper in the area. The 'shave' was covered by Channel 9 news, Channel 10 news (which ran a weather report from the event) and the local paper. Such events can create great exposure, but if you are not confident, you might want to employ the help of an expert to set it up. Buying the news desks and chiefs of staff in your state would be useful for such an event.

work your network

Remember to work your existing network to grow your business. Remind your friends and family about what your business offers. Offer mates-rates to friends and friends of friends in return for testimonials that you can put on your marketing material.

local media

Remember that your local paper likes to promote local stories. Find out who the editor is next time you read it and contact them with a 'local' story angle. For example, if your business sells hair accessories online, and you have just reached a milestone (eg. 1,000,000 hits), then perhaps your local angle or headline could be 'One million hits for hairy local'.

milk those awards!

If your business is fortunate enough to win an award, make sure you milk it for all it is worth. Create a media release announcing the award. Distribute it to the relevant business media and industry media - it's a great excuse to approach the media again.

women's networks

If you are a woman in business there are loads of magazines and websites dedicated to featuring business women. Research these and be sure to contact them with your story. If you are a confident public speaker you can let them know you are available to speak at their events.

become an 'expert'

It is worth contacting the major newspapers, TV and radio stations to register with them as an 'expert' in whatever your preferred field is. When stories come up that require comments from an 'expert' in a particular area, they may call on you if you have registered with them. It would also be a good idea to register with www.sourcebottle.com.au as this is a resource for journalists looking for experts. Journalists also can create a 'call out' when they are looking for particular stories or people to talk to. Some of them may be perfect for you!

If you are struggling to find a newsworthy angle it may pay to put together some tips about your industry that may be picked up by the media and credited to you as an 'expert' in the field. For example if you are a bed manufacturer you might put together five tips for a great night sleep or five things to consider when buying a new bed. Although this sort of publicity is not directly sprouting the benefits of your product, it does raise your (/your brand's) profile and helps to build your credibility.
When alerting the media that you are an 'expert' be very specific about what you are expert in. For example if you have a business that offers in home chef catering for dinner parties, you may like to advise that you are 'expert' in:

- Cooking to a budget
- Stress free dinner parties
- Dinner party favourites
- Dinner party rules
- Common dinner party mistakes
- Support for the busy working mum etc.

And remember to mention what makes you an expert in these areas. You may have education/training qualifications or life experience that equips you to comment.