Using Publicity to Increase Sales

• Why is it untapped?
• Why is publicity the best way to advertise?
• What are some of the tools needed for a successful publicity campaign?

You will learn:

• A brief history of public relations that explains why the PR industry has underserved markets and what marketing experts can do about it.
• Why publicity is often more effective than advertising
• Why you should view reporters and producers as an inexpensive extension of your national sales force
• Why most traditional PR tactics such as the use of press releases and wire services don’t work and never will.
• The importance of customizing your approach
• Key elements that should go into a "media toolbox"
• Techniques for capitalizing on media coverage to multiply your exposure