How to Obtain Free Business Publicity

Posted by Mount Prospect Chamber of Commerce on Tuesday, August 25, 2009

Would you like to expand the volume of your business? You can let thousands of people know about your service, your store, or your new products without paying a penny. Whether you want to make more sales, or get an offer on television, you can broaden the scope of your clients by free publicity.

You don't have to climb a flagpole or hire a dancing bear to attract attention and sales. In fact, with just a telephone and follow up letters and flyers, you can be making much more money than you are.

What product or business is you involved with that needs more clients or customers? You might have a neighborhood store, or you might be seeking exposure for a celebrity or politician. Maybe you have a new invention that you can't get marketed or a recently released line of designer furniture that you want to increase sales on.

How are you presently getting to customers? You may be advertising in newspapers and magazines or trade journals. Or you may be relying on a distribution agreement to retail the products your plant manufactures.  

Perhaps you're an author depending on a publishing house to promote your book, but it seems to be waning. Or you could be a young comic, trying to get some more acts to further your career.

Regardless of your business or enterprise, free publicity is available to you. You don't need any particular background or training to do it. What you do need is the belief in yourself and your product and the diligence and perseverance to continue when one idea doesn't pan out.  

Take a look at the variety of types of publicity. Whether you want a local increase in sales, or national fame, free publicity is available to you.

What is Publicity?

Publicity is making something known to the public, spreading information to the general, local or national market. It is information with a news value used to attract public attention or support. Everybody uses publicity. Politicians, manufacturers, celebrities and even the Detroit car makers use publicity to further their causes and gain attention.

Publicity isn't limited to large organizations. Small committees and enterprises use the local newspapers to publicize events and endeavors.  

Publicity differs from advertising because it is free. Although some groups or individuals do trade tickets or services for free mention in publications, generally publicity is newsworthy copy that a publication produces.

Publicity is a form of promotion, although promoting a product or service may require other efforts that cost the company money. Good publicity is one of the best ways to let people know you have a worthwhile business.

Know Your Product or Service

In order to gain publicity, you have to be totally familiar with the product, service or business that you are promoting. If it is your own product, you are the best one to describe the benefits and features. If you want to publicize something else, talk to everyone involved to get the facts and details.

Consider the radius of your market. If you have a local business such as a retail store or service shop, most of your customers are from the surrounding five miles. If you are located in a large city, you may have a larger radius, but at the same time, there may be stiffer competition.

Your enterprise might be regional or statewide and your clients may come from hundreds of miles, either in person or by telephone to use your services. And, if you are a large manufacturer, your clients and customers may come from the entire United States or you may even have a worldwide audience.

Profile your customers. Who are they and what do they do? If you have a service, how often is this service used? If you have a product, is it something that is bought again and again, or is it a lifetime purchase?

How much do your customers pay for your products and are you competitive with the other manufacturers of the same products? If you have an unusual product, are you reaching the widest audience you can?

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Mount Prospect Chamber of Commerce

The Mount Prospect Chamber of Commerce - Our mission is to promote, support and assist the local business community through effective communication and quality services. Visit us online at

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