Businesses Are Taking All Sorts Of Risks To Gain Publicity
Businesses know that if they want to succeed in the marketplace, they need to engage in a little publicity. After all, if nobody is aware of their existence, they will struggle to sell.
Gaining publicity, however, isn’t as straightforward as it might sound. It’s not just a matter of being loud. Instead, it’s about finding subtle ways to tap into what your audience really wants.
The task of creating positive publicity is a lot more challenging than many companies recognize. If a business goes charging in, hell for leather, they’ll come off as desperate, insensitive, or a combination of the two. Customers are a savvy bunch, and they can smell inauthentic attempts to gain attention a mile off.
Pixabay – CC0 License
Sometimes things are so bad that these “stunts” can backfire. Firms that try them run the risk of damaging their brands. Customers lose respect for them because they appear to lose it for themselves.
Companies, therefore, have to walk a kind of tightrope. On the one hand, they want to get attention, but, on the other, they mustn’t show themselves as deliberately seeking it out.
Over the years, we’ve seen all kinds of companies engage in random publicity stunts. Red Bull initiated perhaps the most successful of all time by broadcasting extreme sports. The outreach effort immediately gave people entertainment while literally plastering its advertising over every available surface. The action onscreen had nothing to do with the company’s products, but that didn’t matter. It achieved its goals. Today nasdaq.com lists firms activity in the spotlight.
The Process Of Gaining Publicity
Pixabay – CC0 License
Getting publicity seems like a one-shot event. But when you investigate how the pros do it, you soon find out that it is just as process-driven as anything else in business. PR firm for law companies, Elitelawyermanagement.com, explains all of this in detail. The central aim is to help clients build their authority through whatever legitimate means necessary.
After you’ve chosen your audience and media target, the main challenge is coming up with an angle for your story. Publicity campaigns usually involve saying something interesting or controversial, not just putting out advertising. Millions of businesses engage in generic PPC every day, but relatively few make statements that intrigue. It seems risky.
Once you’ve got a decent idea for your pitch, the next step is to make it real. Write down your thoughts on the computer and then try to find some interesting fact that links a newsworthy item to your firm.
For some businesses, this part is easy. You think of how your business serves the world and use that. For others, it is more of a challenge. Perhaps you think you do something mundane. Unfortunately, there are no easy answers here – you just need to get creative. But once you have something with which you can work, you’re in business.
Once you’re ready to publish, you’ll need to put systems in place to evaluate whether your PR push had the intended consequences. Taking measurements, therefore, is vital to work out whether you’re on the right track. Today you can use software to track online sentiment.