What Kind Of Publicity Suits You?

Publicity is one of the least expensive and most effective marketing methods available to you as a small business owner. There are many different ways to get publicity — print media, TV, radio. Here are some of the benefits of the major media outlets.


Newspapers generally provide you with a large, diverse market — from homemakers to busy executives and everything in-between! In order to make the best use of newspaper publicity, target a particular section (home and garden, parenting, business, lifestyles) that represents your potential clients' demographics. Check to see if your newspaper puts out regional or special-interest sub-publications that might be appropriate for your story. And don't forget neighborhood and community-based papers!


Radio, like newspapers, gives broad exposure to a widely varied population. However, the radio market is usually broken up into well-defined formats — country, pop, talk, classical — making it easier for you to target a specific listening audience. You may be a guest on a radio talk show or even get an endorsement for your company. And telephone interviews are a great way to reach listeners outside of your immediate geographic area.


Television offers you the advantages of radio in that each show has a specific format and targets a specific audience. In fact, entire networks are now built around one basic concept (Home and Garden TV) or group of people (Lifetime Television For Women). But TV goes a step beyond — offering you the chance to give involved demonstrations of your product or service. You can reach a tremendous number of viewers through a local talk shows — and don't forget the power of cable access!


Magazines offer more depth of information than newspaper articles or 3-minute media spots. A magazine article can go on for pages, describing every minute aspect of your business and the products/services you offer. Since most magazines are in color, you can also include some stunning visual aids (photos, charts, artwork) to help drive your point home. Best of all, magazine readers are usually very loyal to their publications. This gives you a stronger sense of connection with audience than you get with the casual newspaper reader. And don't forget about the plethora of ezines (the online version of magazines) that are sent out daily to subscribers via e-mail.


It seems like everyone has a newsletter these days — professional associations, businesses, non-profit organizations — and they are all looking for content! Newsletter publicity allows you to connect with a highly targeted audience who are very interested in exactly what you have to say. The circulation may be smaller than other larger publications, but what you lose in quantity, you make up in quality. And online newsletters are a marvel of publicity — allowing you almost instant access to subscribers all over the world.

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    Ramona Creel is an award-winning 15-year veteran organizer and member of the National Association Of Professional Organizers. As well as having birthed “The A-To-Z Of Getting Organized,” Ramona is also the author of “The Professional Organizer’s Bible: A Slightly Irreverent And Completely Unorthodox Guide For Turning Clutter Into A Career”—and the creator of more than 200 “quick-start” business tools and templates for use by productivity professionals. She writes seven different blogs, has worked with hundreds of clients, and has delivered scores of presentations on getting organized. Ramona resides on the roads of America as a full-time RVer—living and working in a 29-foot Airstream. Learn more at and RamonaCreel.com.

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