Introducing Your Brand through Publicity
Your brand launch is an ideal opportunity to generate publicity if you can turn it into a newsworthy story. Generating publicity for your brand can be trickier than you think. Ask yourself, “How is our brand announcement important to the audience of the media outlet where we want a story to run or air?” When you have a clear answer, prepare to generate publicity:
Decide the target audiences you want to reach via publicity.
Also, establish the nature of the story you want consumers to see, hear, or read about your brand launch.
Target media outlets.
Research and select publications and broadcast vehicles that reach the audiences you’re trying to reach.
Prepare and distribute your news.
Get the word out either via personal calls during which you share story ideas and provide background information or via news releases that you hand-deliver, fax, mail, or e-mail to editorial contacts.