Thursday, January 25, 2007

How to Obtain Free or Cheap Advertising - Part 3

So far we have explored the options of press releases and articles in order to obtain good advertising at a good price- Free or Cheap. Now lets take the next step and enter the realm of Media. The two key points to focus on when trying to get radio, television, or newspaper exposure is to make good use of your press kit and resources and to make sure the right person gets the right information. Step one is to define the angle you want to present. Will you offer a “How to” presentation or perhaps address issues that have recently made headlines from an insiders point of view? What key points will you want to cover? And what makes you qualified to speak on them? Once you have solidified your position and backed it up good hard proof, it is time to make some phone calls.

Call your local cable station and ask to speak to the producer or content director. Present the topics you would like to cover. Ask for the names and contact information of anyone who may have an interest in covering those topics, talk show hosts, interviewers, etc. Then send all of them your press kit. The more contacts you make the better chance you have of getting the exposure you want.

For radio exposure, you’ll want to contact the station manager and content director. And again find out who may be willing to cover the topics you have picked out. Another angle to try is preparing ten topics that you consider yourself an expert in. Present those and be prepared to follow up with your press kit and 5 articles that you have written.

Newspapers work much the same way as cable and radio. Contact the content director and editor. Request to be a guest columnist as an expert business professional and be prepared to send them a pre-written column or article. Be sure to have timely information and a headline that will grab their attention.

A few helpful resources to locate these media outlets include Bacon’s Radio/TV/Cable Directory, Broadcasting and Cable Yearbook, Gale Directory of Publications and Broadcast Media, and

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