Publicity Power

Every small business could use publicity that brings in customers, and pays back the time that it takes to get the publicity. Small businesses don't have the resources to hire this work done, nor can they afford the time to do a lot of self-learning. This practical guide should be effective in helping any small business to a good payoff in publicity.The book focuses on the basics: developing a promotional plan; implementing the plan to get the publicity; and doing the interviews and other publicity activities. Topics covered include writing press releases, media advisories, press kits, cover letters to the media, fact sheets, public service announcements, getting magazine placements, follow-up calls to the media, handling TV and radio interviews, and special events. The book has several strengths that make it a good resource. First, there are self-assessment tools here to help you understand what you are capable of doing for yourself. Second, there are examples of how to do each step of the publicity process so you have something to use as a guide. Third, there is an excellent list of suggested reading to get you more detailed information to expand your thinking after you have mastered the basics. Fourth, I found resources cited here that I had never heard of before despite having done a lot of self-publicity over the years. I'm sure this will save me lots of time on my next book tour!The author also indicates that the book is good for business managers, students taking public relations classes, and those managing communications for nonprofits. While that is true, I think that these audiences would find the book to be a little off target. So I would rate it as 3 stars because it is too simple for a larger business, 4 stars for a student as being a bit too limited, and as 3 stars for a nonprofit (not developing enough about the special issues of nonprofits). Good luck in overcoming the communications stalls that keep people from becoming customers of your enterprise! As a word of advice, I suggest you spend a fair amount of time thinking up what is unique about your small business that would make it newsworthy. That may mean actually changing your business. That could be the best payoff you could get from seeking publicity.Donald MitchellCoauthor of The Irresistible Growth Enterprise (available in August 2000) and The 2,000 Percent Solution([email protected])