August 9, 2006.
This is the by the far the most frequent question asked of me, "How did you get that publicity?". I have to admit I have a few things I have learned and some suggestions for everyone wondering where to start.
Now, not to brag but if you look at my site (http://www.jamiespnd.com/cgi-bin/store/agora.cgi?page=buzz.html) I got all of that PR on my own, for free. And if you say that oh I don't need that - well guess what that PR equals sales. Our birth certificates were featured in Better Home & Garden Kids' Room in the fall of 2004 - our sales grew by 100% on line for the next six months.
Now, truth be told we are now working with a wonderful PR company for our new pet products and have some amazing press coming out this fall. However...if you are on a budget and want to do it yourself, read on:
Start with trade magazines for your industry. I would suggest getting physical copies of them (call and they will send you a copy) and read them....see where you may fit. A product placement? A story about what your company is doing? A feature? This can drum up business for you and validate your business. Find email addresses, or phone numbers and PITCH them your company. Make sure and pitch the correct person though - pitching your product to the receptionist gets you no where. If you are able to bend the ear of a journalist and they choose to pass on your product (or story) ask why. Find out what they are looking for. I have found many magazines have set times for certain products (holiday items, accessories in the spring...etc.).
Take baby steps, Publicity takes a lot of time. Make it part of your weekly, if not daily routine.