DWC Home | Magazine | Back Issues | Aug 2002 | Window Treatment Advertising

More Articles by John J. Lichty  More Window Treatment Advertising Articles

Publicity Can Still Work for You
Make use of your local media to expand your market and prospect list. It’s inexpensive. Gets results. Needs some planning and follow up.

by John J. Lichty

Publicity has turned big time in the past several decades. Agency and media mergers, along with new technology, have sparked numerous modifications in communications, including publicity. Even the name has been modified. Most publicists now prefer the more professional term “Public Relations” or PR.

The larger, grander firms have gained extensive media exposure for their various clients. They’ve added celebrities, politicians, sports heroes and other notables to their stable of clients. They’ve helped promote and market brand names of big and small firms—everything from apparel to window coverings. Of course, in the process, PR firms and staffs have reaped enormous profit from client fees.

PR people have also learned new ways to manage and exploit the press and other media. Releases about their clients often utilize new and questionable techniques to catch public attention. Here are some common PR terms and definitions for these methods:

• color—to expand a dull news report into a more colorful story.
• hype—to build up news, making “nothing” items into “something.”
• slant—to alter the focus or meaning of a report or story.
• spin—to change the image (good or bad) of a client or product.

STRESS ON SENSATIONAL

At times, reputable media moguls have even adapted the half-truth, melodramatic news approach of the tabloid press. These techniques and concentrated media coverage, combined with massive advertising campaigns, have helped shape major markets for people, products and ideas.

Now, leading PR news analysts, or “pundits,” have become celebrities, too, with their own TV shows and editorial columns. They continue to color and slant their comments and predictions for clients and special interest groups.

Many believe such controversial PR tactics have harmed the image of the profession. Pollsters (also an important part of Public Relations) report that fewer people now believe what they read, see or hear on the various media sources. They realize that PR blitzes have become Show Biz entertainment, more views than news.

RETAILERS HAVE DOUBTS

As a result of all the changes in publicity methods, many small businesses, especially independent retailers, have backed off on preparing their own personal store releases. They question any possibility of media interest in their own personal and store news. They presume that their local media will pick up and use only the more dramatic national celebrity and political news. So why bother with the expense and time needed in preparing releases?
If you’re one of those skeptics, you may be overlooking a good bet. Making use of local media is just another challenge for a small retailer. Many have learned how to compete with some success against big discounters. Window coverings people have used publicity releases about their store events in various local media. Many use these same messages on Web sites to reach the entire world on the Internet.

Each issue of D&WC carries articles by various editors and contributors about industry retailers who are competing in these other areas. Your local media includes newspapers, magazines, print materials, radio, cable TV and other electronic media. The list grows longer every year. Most of these publications and stations are no longer locally owned. They are probably a small part of some huge national or global media network.

However, their local managers, reporters and editors rely on news releases just as much or more than always. Naturally, they like to use national PR news about celebrities. Their readers worship the stars and are anxious to know what their stars have done lately to captivate them.

LOCAL NEWS IMPORTANT

But, local media need local news, too. Years ago, when business was more concentrated, reporters and editors covered area events personally. Many still do, at least for major breaking news, but hands-on, legwork coverage is down considerably from past years for several reasons:

1. Population sprawl into rural areas has been followed by businesses of all kinds, too. It would be almost impossible for a reporter to “beat” all such areas, even by phone.

2. Media conglomerates cut staffs to increase profit margins. That includes those handling the news. Even with larger, more populated areas, there are fewer reporters and editors to dig out and follow up on news and features.

So, media staffs rely on PR release more than ever. Editors need news releases, national and local. They depend on these outside sources for the honesty and accuracy of their information.

Media coverage is a two-way street. Retail stores and companies need to tell people and prospects about their goods and services in order to build markets. Editors need reliable press releases on a regular basis to attract readers and the advertiser support they must have. So, it’s a good deal for both, a mutual fellowship born out of respect and necessity.

MORE MEDIA AVAILABLE

Even with the mergers of various media and the growing impact of the Internet, your local area probably has more news and specialty publications than ever. A recent national survey totaled the following approximate national count:

• 11,000 newspapers and periodicals
• 9,000 radio stations
• 11,000 TV stations
• Thousands of newsletters in every area
• Millions of Web sites

Newspapers may change owners and staff; radio stations alter formats; TV news stations cater to celebrities. But their basic purpose doesn’t change. They still rely on news and PR releases, local and national.

That’s why it’s difficult to understand why so many small business people hesitate to use publicity as a marketing tool.

REASONS AND REBUTTALS

Of course, retailers do have obvious reasons for this reluctance, mainly time, cost and “lack of any writing ability.” Other reasons? The question of any possible media interest, as discussed above, and the general impression that publicity is just not worth the effort.

PR experts can cite good rebuttal opinions against all of these reasons, especially the last one. They are convinced that, other than specific referrals, publicity can be one of the best ways to reach potential prospects and attract business.

Their final recommendation: Enhance your own reputation greatly and increase store sales with a good publicity campaign. Many businesses and individuals value such exposure. They pay PR firms many dollars monthly to get their names in news and feature reports.

If created and followed properly, publicity can help just about any small retailer. It need not be costly and it is possible to do it yourself without breaking your budget. I’ll tell you how in future articles.