Yesterday’s story is old news. Look for fresh new ways to stay in the public eye. The publicity you get today can continue to work for you online, but eventually, it’s going to be old news. We encourage our clients to post links to their publicity on their websites; it shows visitors that they have credibility with the media. But if those visitors see only publicity and testimonials that are five or 10 years old, they’re going to wonder why no one’s been interested in you more recently.
Just as I put all my eggs in one basket by relying on one source for clients, it’s also a mistake to rely on just one marketing tool. Maximize the reach of the publicity you get in traditional media by sharing it on social media. Put a blog, or other content you can renew and refresh, on your website. Write a book. Do speaking engagements (for free, if necessary). Your audience is likely not all huddled together in one corner of the world. To reach them, use a variety of marketing tools.
Whatever it is you’re promoting – your business, your product, your book, yourself – keep the momentum going. If you want people to know you’re out there, you have to stay out there.
Marsha Friedman is a 24-year veteran of the public relations industry. She is the CEO of EMSI Public Relations, a national firm that provides PR strategy and publicity services to businesses, professional firms, entertainers and authors. Marsha is also the author of Celebritize Yourself: The Three Step Method to Increase Your Visibility and Explode Your Business.
