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Free Publicity for your Company – How do I get it? Lisa Patrick

I recently was conducting research and trying to find ways to get free publicity for our products.  I always wondered how companies seem to be always in my radar via TV, web, or in print.  Thinking that these companies spend an enormous amount of money on advertising.  I was surprised to find that some don’t spend a single cent.

I wanted to share what I found:

Position yourself as an expert / utilize someone in your company as an expert.  Media rely on those who are experts in their field.  No different than our judicial system.  When they need relevant information regarding a topic in court then refer to an expert.  That expert is credible.  The media does the same to account for accuracy.

How do you know if you are an expert?  Being an expert simply means that you have a background in a specific area and can lend your expertise.

Find a story in the news that you could comment on. that would make you eligible as an expert.  If you don’t know a current event – Google!

Then once you have found an article, be the Edmonton Journal or nationally – The Globe and Mail, find the reporter covering that story you want to comment on and contact them.

I would make sure you do your research about the reporter.  You may want to comment about them- possibly an achievement they have recently been recognized for or achieved.  If there is no achievement possibly find a greatly written article that they recently have written about.  Show the reporter that you have taken the time not to just sell your expertise but have an interest in them and who they are.

Then talk to them about your expertise /position on a story that you have chosen.  Make sure they are aware of your point of view on the subject and your credentials that defines you as an expert to have an opinion on the subject.  After, the reported is you make a good point will most likely verify your story and you may receive publicity from your expertise.

Lisa Patrick

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