5 Questions to Consider for FREE or Low-Cost Publicity

By Katrina Sawa

1. Where do you go to get publicity?

• Media, all local newspapers, magazines, trade magazines,
  business publications and local radio and television
  stations if you are doing something that involves a
  non-profit or charity as they normally only care about
  publicizing public service announcements.
• Your chamber of commerce or other organizations you
  belong to.
• Your clients and referral sources – Visitor’s centers,
  Community centers, Senior centers, Neighborhood or Merchant
  Association

2. Who specifically do you talk to?

• Publication editors or assistant editors, television and
  radio producers of specific shows.
• Chamber membership coordinators, newsletter staff or
  editors, managers, etc.

3. How can you co-promote for more exposure and reduced costs?

• Go in with other small businesses that compliment your
  business on advertising, chamber inserts, ads or inserts in
  papers, direct mail pieces, door to door flyers, etc.
• Send recommendation letters for each other to your
  individual databases
• Collaborate on someone else’s monthly newsletter (mailed
  or emailed)
• Offer discounts or free gift certificates to each others
  customers
• Display your brochures at their office and vice versa
• Offer to give your services to businesses for them to
  promote as gifts to their clients
• Offer referral fees and/or discounts an promote them to
  your referral sources and make sure to pay them promptly
  and/or give gifts to those who refer to you ‘be creative
• Use reciprocal website links and have an “I recommend
  these businesses” page – Create ways for referral sources
  to use your products/services in their promotions as trade
  for exposure

4. What can you donate to whom for added exposure?

• When giving a gift for raffle or donation, DO NOT GIVE A
  DISCOUNT OFF YOUR SERVICES, it needs to be a FREE, no
  strings gift or it isn’t a gift
• Donate your product and/or services to raffles, charity
  event auctions, giveaways, etc. Include your card,
  brochure, etc. Try to follow up with the winners if
  available
• Write articles about a subject matter you are
  knowledgeable in and offer them free to other people’s
  electronic newsletters and online publications, in return
  for an identifier paragraph that links to your own website.

5. Where can you volunteer or sponsor for more exposure?

• Volunteer for events that can get you free exposure by
  receiving in exchange booths, advertising, free publicity,
  sponsor rights, exposure, etc. and then build relationships
  with other volunteers in hopes for them becoming referral
  sources
• Offer to speak at chamber and other organization events
  and meetings, especially those that have members in your
  target market. Build outlines and topics that are relevant.

About the Author:
Copyright 2008 K.Sawa Marketing
Katrina Sawa is an Award-Winning Relationship Marketing
Coach who’s helped hundreds of small business owners take
dramatic steps in their businesses to get them to the next
level in business, revenues and life. She offers one-on-one
coaching, group coaching and do-it-yourself marketing
planning products. Go online now to get started with her
Free Report and Free Audio at www.JumpStartYourMarketing.com