Seven public relations strategies to get your business noticed.

• Author: Lontos, Pam

Publicity can come from anywhere and in many different forms. It can be as simple as having a letter published in the editorial column of your local paper or as dynamic as having a front-page article with your name splashed across the headlines. However, a successful publicity campaign is harder than you may think. It takes huge effort on your part to get your business noticed by the media.

So, why bother? Is publicity really that important.'' Yes, yes ... a thousand times, yes! The effectiveness of your publicity campaign will ultimately determine the success of your business. Publicity increases your sales without the outrageous cost of advertising. It adds credibility to your message and develops name recognition in your field. Essentially, publicity can help your business to stand out above all other businesses in your industry or professional service.

You don't have to be a public relations expert to maximize the results of your publicity campaign. Use the following trade secrets to increase your visibility and sell more of your product or service:

(1) Get to know your audience. According to a survey conducted by Jericho Communications, the typical Fortune 1000 CEO is more likely to have watched The Simpsons than to have watched presidential debates. So, what does this mean for your publicity? Simple, it means that you can't make assumptions about your audience. Understanding your audience and what appeals to them is important if you want to get noticed. Keep in mind that you have a variety of different tastes that go beyond your work and so does everyone else. Figure out what magazines your audience reads and what shows they watch, then read and watch the same things.

(2) Create news. By familiarizing yourself with popular publications within your audience, you should gain an understanding of what issues are important to them and what interests them. Understand what they find newsworthy, and develop your publicity around these issues. Tie your topic to current events and target your audience directly when you pitch stories.

For example, if your business focuses on home organization, you can reach a business audience for "Clean Off Your Desk Day." If you help businesses implement time management strategies in the workplace, you can reach an at-home audience with an article on how to tackle the home improvements you started but never completed. Don't be afraid to stretch the boundaries of your topic, and, remember, create news that...