business
Public relations, practiced properly, is an art. And, like art, everyone may not have the talent for it, or an understanding of it, or even a liking for it, but everyone who’s in business should know why and how to use it.
Art is a creative endeavor. We learn the fundamentals from skilled instructors, then take that teaching and mold it until it becomes our own, unique expression of our “professional being” in the world.
At any given time, there are millions of people who resonate with you and what you offer. What keeps them at a distance is they they don’t know you exist—yet. The trick is to get word to them somehow, effectively, efficiently, and exponentially, without spending every last dime in your budget. That’s what publicity, a jewel in the PR crown, is for. Be assured. The audience you need is out there, affordably. Your public awaits.
This book is written by someone who believes that PR might be one of the best things you can do for your business if you want to achieve sustainable success. Whether you use PR on its own as your key outreach strategy, or whether your PR works in concert with the numerous other marketing options at your disposal, getting your name out there with help from the media attracts substantial attention from the marketplace that far exceeds that of your less enlightened competitors.
I’m going to teach you how to get publicity and market your content by showing you how to position yourself or your business in the media spotlight and how to leverage the resulting attention to reach the audiences without whom you cannot succeed.
You’re going to learn how to engage the media to help you spread your name and message far and wide to the target audiences who don’t yet know about you or how fabulous you are. If you already practice PR in your business, this book will hone your skills and reveal opportunities you didn’t know existed. If you don’t know how or why to use publicity and content strategy, fasten your seatbelts. I will pull back the proverbial curtain so that you can step in and partake in the feast.
It’s a universal truth that everything in this world is possible with the help of other people. All of us are connected. People put you in touch with life-changing opportunities, and they also spread the word. Never underestimate the human social network and how its attitudes and behaviors affect the decision-making process. Word-of-mouth is the number one reason why people decide to do business with you.
Remember that shampoo commercial from the 1980s? “I told two friends about Faberge Organics shampoo, and they told two friends, and they told two friends, and so on, and so on…” Word spreads like a virus, its cells multiplying and growing until that fateful, wonderful day when someone you meet at a party says, “Hey! I’ve heard good things about you. Let’s dance!