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 use
publicity. Politicians, manufacturers, celebrities, even
the Detroit carmakers, use publicity to further their
causes and gain attention. And 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.

Every business owner should constantly be asking himself
or herself “What can I do this week (month, weekend etc)
that will be newsworthy enough to attract the media?”

When you don’t have a specific news release or a special
booklet to publicize your enterprise, you may solicit
publicity with a letter to the editor of the section that
suits your endeavor. Rather than providing complete
information, suggest the practicality and timeliness of a
feature or article on your business or the owner of the
business. Some people or organizations are famous in their
own right and start side businesses or enterprises. For
example, celebrities open restaurants or community
theaters; financiers donate art collections; a local
orphanage may raise a phenomenal amount of money for a
special cause.

A pitch letter is a highly motivating letter to get the
editor interested in the topic that will benefit your
cause. Type it on letterhead and send it personally to the
editor. You might call in advance and use it as a follow
up. Get right to the point. Present the topic and the
angle immediately. Then, support the worthiness with some
poignant information concerning the topic. Send copies of
local publicity if you’re building to a national level, or
send copies of other news features that relate directly to
your person or product. Don’t deluge the editor with too
many clippings or an overload of information. A few choice
tidbits will usually suffice to get that person’s interest
in doing a feature. Close your letter with a mention of
calling that person and then follow up with a telephone
call a few days later.

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