How to Get Free Publicity For Your Videography Business.

Steve Yankee

Welcome to the press release: a terrific promotional tool that'll cost you only a few sheets of paper, a couple of stamped envelopes, and an hour or two of your time. But lest you sneer at such a lowly marketing device, let me assure you that if you follow the simple advice I'm about to give you, you can turn that modest investment into literally hundreds of dollars worth of valuable magazine and newspaper space, which can lead directly to thousands of dollars in new business!

Here's how it works:

I spent a couple of years editing newspapers and city magazines. From first-hand experience, I know full well that magazine and newspaper editors really appreciate receiving submissions and news releases from their readers. Why? Simple; it's not that local editors and writers are intrinsically lazy--it's just that they're generally snowed under in sentences, piled high with paragraphs, sinking in a sea of special features, and drowning under inescapable deadlines. It follows that the more things you write and provide them for their publication, the less they have to write!

If you follow these steps, you'll be on your way to creating enhanced visibility for your company --which will lead to more and better sales opportunities --for a very modest out-of-pocket cost!

1. Prepare a mailing list.

I recommend that you send news releases and photos to every local and regional newspaper, magazine and online news or information resource in your business trade area. Thus, you'll need the names and addresses of every publication in your trade area. Easy. Make a list of every publication or media name, address and phone number listed. The more the merrier! (After all, it's only going to cost you a couple pieces of paper, an envelope and a 37-cent stamp to reach each name on your list.) Then, call each of these organizations on your list, and get the name (correct spelling) of the managing editor or news editor or business news editor. Those are the people you want to reach, so they're the ones that should receive your releases!

If you've got more money than time, consider an online news disseminator such as PR Web. They distribute press releases to media professionals throughout the world. Media outlets include Internet and computer publications, web-zines and online news sources, daily newspapers, magazines, and television and radio stations. Prices start at $100 per release.

2. Prepare a list of newsworthy topics.

Everything you do is news. Here are some suggestions for releases:

• You join a professional organization
• You attend a regional or national convention or trade show
• You extend your office hours
• You are now open on Saturdays
• You are producing a new project for a prestigious local client
• You hired a new staff person, or just promoted a staff person
• You expanded your capabilities
• You just opened a new office or studio

3. Get some still photos taken.

You should automatically send a photograph of yourself the first time you send a release to local and regional publications. Even if they don't use it, it'll go in their picture "morgue," and be on file for later use. If you're sending in a release about a new staff person or a promotion, you should also send along a picture of that person or persons. In many other instances, print media editors will respond to your release by calling you and asking for a photo. If at all possible, you should have these ready beforehand.

4. Write and produce your release.

You don't have to be a great writer to put a news release together. There's a simple format that editors like, and you should follow it. First, use your company letterhead. If you don't have one, type your company name, complete address and phone number(s) in the upper right-hand corner.

Next, provide a release date. Type "FOR IMMEDIATE RELEASE" near the top of the page. This lets editors know that they can use this information immediately. If you don't want the news released until a later date, then write what we call a "news embargo" date in its' place, such as "FOR RELEASE 4/1/2003."

Next, write the title or headline of the release. Such as "ACME VIDEO NOW OFFERS HOME MOVIE TRANSFERS TO VIDEOTAPE." This should be written in all capital letters (easier for editors to make it into a headline that way by counting letters, and easier for them to quickly determine the contents and/or newsworthiness).

Next, of course, write the release itself. Keep it as short as possible; typed double-spaced, it should never run longer than two pages. If your first draft runs longer, start editing. You need to cover the basics --WHO, WHAT, WHY, WHEN, WHERE...and HOW. I always try to load the release up with feature-benefit points, though, because some magazines will print virtually every word that you send them; and you must be ready to take advantage of those opportunities.

Now most newspapers and magazines will reduce all these wonderful words down to a paragraph of two at best --or a line or two at the worst. But remember --it's FREE advertising. And if you're living in a one-newspaper town, this is probably going to be BIG local news; you might get the whole release printed just as you wrote it.... along with a picture or two.

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FOR MORE HELP: The Video Producers' Automatic Newsmaker System comes with nearly 3 dozen custom-written news releases and articles to promote video businesses and your video activities, and they can be n instantly customized for YOUR business.