Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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• Be sure to check the copyright with the publisher before you sign away your
rights to the document.
• Cost is low, but time involvement is high.
Publicity Savvy marketers know that the press needs them as much as they need the
media. You can create your own public relations plan by developing a series of public
interest stories. The free publicity can be worth thousands of dollars in advertising.
The topics can be anything from announcements about your business to insight
into a newsworthy topic. If the announcement is of interest to an identifiable segment
of the public, it will be accepted. Publicity can be a press release, an appearance on a
radio or TV talk show, or a reference to your activities in a journal article. When each
of my books is first published, I hire a publicist, Celia Rocks (I think she is the best),
who helps with the book’s publicity campaign. See Exhibit 5.6 for ideas.
Marketing Your Consulting Services
Exhibit 5.6. Top Ten Press Release Topics
1. Related to national news
2. Related to community events
3. Solving a problem
4. Giving an award or scholarship
5. Staging an event, like a Guinness World Record
6. Reporting a special event
7. Giving away anything
8. Success story
9. Overcoming adversity
10. Celebrating an opening or anniversary
Considerations:
• For best results, know the media your prospective clients use; then target your
efforts.
• Try a couple of press releases on your own; you have nothing to lose. Be sure
they are accurate and timely.