Publicity, as opposed to advertising, is a practical marketing tool in any economy and even more so in tight times. Any architect, designer or custom builder trying to stay visible while minimizing expenses should consider publicity now more than ever.

Purchasing advertising space in a newspaper or magazine, or 30 seconds of airtime, can drive broad-based awareness. It can be expensive, however, and in today’s saturated market it’s tough to stand out and get noticed.
Publicity, on the other hand, can deliver widespread exposure through nonpaid means. It is often viewed more credibly than advertising and tends to do a better job of capturing audience interest. With the variety and volume of media today, there are ample opportunities to reach potential customers.

Working the Media

By understanding how members of the media make decisions, you can pitch — and land — a story. They are not experts; they interview experts like you. And they do this knowing there’s a deadline looming and a news hole to fill. Your job is convincing them your story is worthy of filling that hole.

Keep reading for advice on gaining media attention and shaping a story’s favorable outcome. For additional tips and examples, visit renownmarketing.com.

As business owners, you should be eager to share your successes with media. If you’re well prepared when you approach the media, you’re more likely to have success.

Start by defining your publicity objectives. Do you want to position a company spokesperson as an expert, or simply build awareness of your business? Perhaps you want to help your community understand the value of using a designer. Publicity can counter misconceptions and build credibility. Ultimately, it can drive sales.

Next, consider who you want to reach. Potential customers? Community members who could influence a design review committee? Policymakers who might be voting on your new development? How you define your audience will determine which media you’ll approach.

Now, consider your audience. If your audience is limited to a geographic area, you could pitch a community newspaper. If your audience is a well-defined demographic, you could approach media that hyper-target your audience like radio or a blog. Reaching upscale, design-conscious homeowners is often best done through consumer lifestyle magazines.