With the public’s perception of advertising being rather cynical — 10% of public feel they can believe advertising for a product — advertising’s credibility is at a very low point in today’s society.

It is for this reason publicity is an important spearhead to any marketing campaign.

What is Publicity?

Publicity is when a 3rd party, such as a journalist or editor, endorse your product. Coverage about your company and what it can do for the reader or viewer is covered over, sometimes in depth, and it is clear to the recipient of the information that the 3rd party is an unbiased source of information — in other words, you didn’t PAY for the endorsement. It was based off merit.

So How Do You Obtain Publicity?

For the uninitiated that’s a little harder. Sure you can write a press release and send it to media outlets. But probably from that point you’re just ‘holding thumbs’ that a magazine or other media outlet will pick it up and run with your story.

Real publicity is obtainable. It starts with thorough research of the market place and finding a unique angle for your company to be differentiated from others in that market place.

Then a real press release, revealing your uniqueness is required. The writer has to teach the prospective editor something about his industry, provide content that is newsworthy and make it interesting to the eventual public.

Then expert handling of the editors in your arena of interest have to be conversed with to ensure articles are actually published, not tossed away or deleted.

National magazine coverage is desirable due to its long shelf life and credibility — especially within the specific industry that is your target public.

Advertising does have its place — but that place is secondary and a flanking activity to publicity.

National Coverage Now a Certainty

Now it is possible for you and your company to get the coverage it requires to really make it.

In partnership with Zebra Communications we present National Coverage for You!

Visit www.zebracom.net for program information and contact us today for more information about how we can help launch you into the public eye in your arena.

Publicity Samples

Sample articles that have been published.

Recommended Reading on Publicity