Timing Your Publicity, Tuning Your PR

How adept are you at your own public relations? In this article, Linda shows how you can tune and time your PR to get the maximum results for your efforts.

Six Months Out

This is where things might get strange for you as a designer (or a developer). The guerillas suggest that you upkeep your blog, which is a no-brainer for most of you. But, the next step is to distribute camera-ready articles to editors at top magazines such as Inc., Entrepreneur and Income Opportunities. While this is a great idea, I know few designers and developers who can write a good magazine article.

At this point, you may want to hire a writer. Even then, you cannot expect the greatest writer to get an article accepted in any magazine. But, those articles might be accepted in local magazines and newspapers, especially if you have a newsworthy article that can help others. Take a look at the articles in the linked resources in the previous paragraph and think about what you have to offer others through your knowledge about your product or service.

Beyond this, you can:

• Post a press release on your Web site and link to it from your blog.

• Send press releases to other Web sites that will reach your target audiences.

• Send press releases to generate articles and coverage by media that focus on business (for example, the business section of your local newspaper).

• Send press releases to syndicated radio and TV shows that focus on business.

• Send a press release through a syndicated PR service like PR Newswire.

• Schedule 15 talks and workshops where you can leave handouts.

Another tip from this book states that you should solicit client and customer endorsements, but it might be difficult to do this at this point, since you're still three-six months out from your product or service launch. However, if you're committed to a relaunch of your business, this is a highly recommended practice. Place those recommendations on LinkedIn, your blog and your Web site.

If you are becoming more accomplished at speaking in public, or if you have no qualms at speaking, then seek out some speakers bureaus to get slotted for speaking at meetings.

Three Months Out

All along, you should be updating your blog and podcasts. Continue to send out press releases, but only if they offer new information (do not ever send the same press release to the same media outlet twice unless they ask for it). At this point, you can think about sending out an email campaign, but I have my qualms about this last piece of advice.

The only reason I feel uneasy about the email campaign is because the Guerrilla Publicity book doesn't state anything about collecting email addresses during the previous six months. Plus, you can add a way for folks to read your blog through RSS or through an email alert when you post new items on your blog. Email is not the only way to go here.

But, the book does mention at this point to create a media kit for distribution. During the previous six months, you should have developed enough press releases, articles, photographs and a business plan – all great tools to complete this task without headaches. You can learn a bit more about how to create a press kit online, but you also can find books at the library on this topic, too.

These days, it is perfectly acceptable to create a digital (or electronic) press kit. Take advantage of the possibilities to show off your design skills with this project.

Thirty Days Out

Outside updating everything, this book provides a few interesting ideas to try during the final month before the "big day."

• Prepare a national contest that solicits stories on the wackiest ideas for your product or service.

• Print 1,000 brochures (that you designed about nine months prior) containing ten tips, your phone number (toll free?) and your Web address. No need for email, as that information would be on your site.

• Forge alliances with people who could promote you and your product or service.

• Call media to secure more interviews.

I would suggest, as well, that you have everything in place to deliver on the date of your launch. Nothing kills a business faster than promising Eden and not delivering.