Hands up who’s heard the saying “all publicity is good publicity”. Now hold your hand in front of your face and, if you believe it’s true, flick your nose repeatedly until you come to your senses.
Recently, there was a news story about one of the various Jenner-dashians (there are quite a few of them to keep up with if you’re not into that sort of thing, but I believe most of them begin with the letter K so we’ll call her Kennedy). And what happened was that Kennedy Jen-dashian tweeted something negative about Snapchat, which resulted in the platform’s stock suffering a more or less overnight loss of £1.3bn – just to be clear, that’s billion. With a B. Not million. And we’re not talking users, either. The quantity is in dollars. One point three billion dollars. Keep flicking that nose if you still think all publicity is a day out at the county fair.
What you need is free publicity that moves the needle in your favour. Think social media. Think about designing a content calendar template. Think about ways to engage with your audience. Let’s get into it.
Social media accounts are free. I don’t know if you’re up to date on the latest figures, but almost half of the world’s population uses social media for an average of 2 hours 23 minutes per day. That’s an awful lot of eyes-on-screens that you’re missing out on if you’re not putting in the effort to join in.
You don’t have to be Shakespeare, and you don’t have to be the standout leader in your business niche. What you do have to be is honest and witty. Think Instagram and TikTok for engaging with specifically younger demographics, and include Facebook and LinkedIn for plans to engage with demographics of all kinds (with a slightly more informative edge).
Rewind the clock about a hundred years and press releases were written about you by the press and you had no control over distribution or audience. In fact, this is how it was right up until the 21st century, more or less.
But no more. Now, you can write your own press releases and release them across social media to reach your audience at a time of your choosing. Tone, imagery, layout, and message are all in your hands. What you say is up to you, but the stage is wide open.
Win an award
Awards ceremonies love nothing more than self promotion – and you can ride those coat-tails through nominations and wins. Many awards are free to enter. The coverage is free, even if you don’t win. Keep an eye out and enter as many as you like.