Sure you can buy advertising, but you may not have the funding for it. That 45-second spot during the Super Bowl may not be in the immediate future. If you re looking to catch a glance, try getting in the news. But just like your customers, journalists have eyeballs, and you have to grab them. Press is Publicity Getting attention from the media gets your name and your company out to customers, but not in the same way as advertising.
Advertising implies some kind of payment and total control over the content.
While you don t have control about what s finally said about you by the press, it can be better than an ad or press release where you ve directed what gets said. While a good ad catches the eyes of customers, a good piece of coverage by the media can catch the eyes of your market and build their trust in your business. According to Shel, there isn t, and shouldn t, be one primary way that journalists find people to contact about stories. Shel says he s been contacted by journalists who have hit his Website, heard about him on the radio, read about him in print or online, heard about him from another source, or received a press kit from him. So to improve your chances at getting calls from the press, you need to pop up where they look for you.