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How To Attract Free Publicity

How To Attract Free Publicity

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'Free publicity is what you get when journalists, industry experts, and influencers talk about you.... for FREE!  

This type of content is often called 'earned' media (as opposed to your own or paid content).  

It includes anything where you're talked about or mentioned (online or offline), such as:  

  • Articles in print magazines, newspapers, and journals
  • Digital articles and blog posts (unpaid)
  • TV news segments
  • Tweets & social media posts (not sponsored)
  • Guest appearances on webinars, podcasts, and livestreams
  • Inclusion in a list of 'experts'
  • ...anywhere people are saying good things about YOU

Why should you be teaching your audience how to get free publicity ?  

Because people trust it more! In fact...  

 92% of consumers trust earned media over traditional ads (Nielson)  

and  

96% of B2B Buyers want content with more input from industry thought leaders (DemandGen)  

This type of content also adds to search results online, and 8 out of 10 people will Google you or your business before they buy from you!  

Free publicity through earned media will:  

  • Increase your brand recognition 
  • Widen visibility for your business and offers 
  • Build greater trust in you and your business 
  • Attract new followers on social media 
  • Drive new leads to your website or opt-in page  

...and ultimately lead to more sales. However, Generating these types of results isn't as simple as writing a press release and contacting some journalists and influencers. It requires the step-by-step, strategic approach we cover in our brandable, ready-to-teach course.

 

Here’s what you'll cover:

Introduction

You'll start out with an overview of the course and what your students will learn, so that everyone is excited to jump in and get going.

Module 1 – Publicize Your Business

Publicity is important to all businesses, but many entrepreneurs shy away from publicizing their own business. 

In this first module, you’ll identify why publicity is important and how to identify what’s already being said about you online. You’ll also write your own positioning statement so you’re clear on the message you want to get across.

Lesson 1: Why You Should Do Your Own Publicity - In Lesson 1, you'll identify why publicity is important for your students' small businesses and how they can uncover their current public image, so they can effectively manage their brand reputation.
Lesson 2: How to Position Your Business - In Lesson 2, you'll help your students write a positioning statement to describe their product or service and how it meets the needs of their target customer, so they can quickly express how they stand out in their market.

 

Module 2 – Create Your Media Kit

Before you start contacting journalists and influencers, you need to have all your key details together in one place. 

In Module 2, you’ll show your students how to pull together the information they need in order to compile a media kit and put it online. Then, anyone who wants to talk to them about their business has access to the facts they need right away. The less work needed, the more likely someone will write about you!

Module 3 – Identify Journalists & Influencers to Contact

Knowing whom to contact with your story and how to do so is vitally important if you want to stand out. 

In Module 3, you’ll show your students how to compile a database of media contacts related to their area of expertise, identify their unique hook that will attract publicity, and write a one page press release for an upcoming event to send to their media contacts.

Lesson 1: Identify the Who and the When - In Lesson 1, you'll help your students compile details of the most relevant media people they should contact and when they should get in touch.
Lesson 2: Define Your Hook - In Lesson 2, you'll teach your students how to identify their unique hook so that they can use it to attract publicity.
Lesson 3: Write Your Press Release - In Lesson 3, you'll show your students how to write a one-page press release for an upcoming event that they can send to appropriate media and industry expert contacts.

 

Module 4 - Effective Ways to Distribute Your Press Releases 

Now that you’ve identified your database of relevant contacts and have your press release ready to go, you need to find a way to get it out there to the world.  

In Module 4, you’ll guide your students to choose the most effective methods to contact journalists and influencers and get their news story in front of them,... in a way that makes them stand out from all the other requests those people get daily.

Module 5 – Put Together Your Publicity Schedule

Planning ahead for your publicity is as important as planning for any of your other business goals. It can’t be an afterthought if you want it to work. 

In Module 5, you’ll show your students how to develop a comprehensive publicity plan for the year ahead and install tools to automate routine tasks where appropriate. 

Lesson 1: Plan Your Year Ahead - In Lesson 1, you'll help your students develop a comprehensive publicity plan for the year ahead which can be implemented by themselves or their team, so they don't waste time constantly trying to think up newsworthy ideas.
Lesson 2: Automate To Save Time - In Lesson 2, you'll teach your students how to install tools to automate routine publicity tasks so that you can save time.
 

Module 6 - Review and Refine

In this final module, you’ll share tips for your students to get even better results from their publicity activities. You’ll give your students the opportunity to review their work and plan future action steps so they can achieve the goals they set for this course.

Student materials include:

Course Book: 61 pages of content and activity instructions you can use to create a comprehensive self-study eBook, or as a handout for your class.

How to Attract Free Publicity - Action Guide: A complete set of worksheets that helps your students take action on what they learn. 

How to Attract Free Publicity - Cheat Sheet: A 34-page course overview, which includes the main takeaways, key points, and action steps from each module of the course. You and your students can use it as a quick reference to save time, versus having to refer to the coursebook every time.

How to Attract Free Publicity - Graphics of Key Points:19 colorful graphics that are used to visualize key content in the coursebook (and slideshow). These not only give a snapshot view of concepts but also give your content some visual zing (in .pptx, .pdf and .png) 

Media Contacts and Influencers Database: Used to record all your contact data and follow up action, in xls. 

Publicity Plan: Used to plan your tactics for growing your media contacts and to plot your specific publicity activities for the coming year, in .xls.

Media Summary Page Template: Helps to start setting up your own media kit and get it online, in .pptx

How to Attract Free Publicity Course Overview Infographic: Gives your students an 'at a glance' visual of the process for launching and marketing their online course (in .pdf, .png & .pptx)

Handouts of All of the Presentation Slides:  Allows participants to follow along, take notes, and refer back to the material later.

Additional teacher materials include:

Slideshow: 166 slides, which give you a ready-made presentation for your classroom instruction.

How to Attract Free Publicity - Speaker Notes: A full script and instructions for presenting the course, so you’ll know exactly what to say. You'll find your notes both under the slides AND in a separate document.