Social media continues to sweep the marketing world, but it's not (yet) time to forget about the original media outlets. Though they're not as popular with younger generations, local newscasts, radio morning shows, and newspaper features still hit the mark with baby boomers. And it's all content that can be reproduced on the web through YouTube, Facebook, and each station or paper's website.
The best part about real media exposure is that it's still free. If you can think of a good reason why the rest of your community should hear your story, then by all means, share it. But don't abuse the privilege - if you're not sure what you want to say or you don't think others will really care, then don't make face time with your local media. Every time you put yourself out there, you add another piece to your brand. If you don't sound confident or important, it's going to affect the perception of your viewers, listeners, and readers.
Seth Godin does a great job at describing the difference between publicity and PR. It's easy to get publicity, but be careful about jumping at the opportunity if you don't have a good story to tell. Drafting, editing, and telling that story is really the heart of public relations.
If you're in need of some good storytelling skills, check out the resources available on the web. The Center for Digital Storytelling, International Storytelling Center, and this post from Marketing Interactions are all great places to start!
Also, check out this video, which is the latest publicity for Twin Tiers Young Professionals featuring the author of this blog, Sean Lukasik.
Sean Lukasik is a Creative Agent and Marketing Professional in the Elmira-Corning region of Upstate New York. He is President of Twin Tiers Young Professionals and a coordinator and consultant for Pipeline 4 Progress. Check out Sean's monthly column in Twin Tiers Business, published by the Elmira Star Gazette.