Most people would agree that free publicity is far more effective than paid advertising. Not that paid advertising does not serve a purpose, but for many speakers, authors, coaches and consultants budgets are such that paying for ad space is not a wise investment.
Additionally, there may be far greater benefit to obtaining free publicity. For example, if you are promoting a book you will get more traction from a media release announcing the book, an editorial or even an article that is part of a chapter of the book then you will with an expensive paid advertisment.
Before spending money on an ad campaign give thought to how much of your products or service you will have to sell to recoup your investment.
Next time you think of paying for advertising why not try the following methods for gaining publicity.

1. Media Releases – Very effective and they offer a great deal of credibility when published. You must have a well-written release that is pertinent to the media source you are sending it to. You can distribute media releases both online and off. A quick Internet search under media resources in your city will bring up radio, television, newspapers and magazines in your area. To find online resources do a search under “free online press release distribution.” Numerous listings will come up.
Prior to writing a media release, determine the following:
-Who is your target market?-What is your target media?
-Who is the contact person at the media outlet?
-What is the timeframe for submission?
-Do you have an attention-grabbing headline?
-Do you know the who, what, when, where, why, how?
-Do you have good quotes, research and technical date if appropriate?
2. Articles – Writing articles is a great way to gain recognition as an expert in your field or specific industry. A great many journalists, editors, producers and reporters find story ideas and experts they can interview by way of information posted online. Writing and submitting articles online will gain you visibility in this way.
3. Presentations – There are many types of presentations; self-staged, association meetings, conferences and conventions, teleseminars and webinars. In most cases, you can send out a media release prior to a presentation to increase your visibility. You can also invite the press to some types of events. This allows them an inside look at what you are doing.
In success,
Kathleen Gage
The Street Smarts Marketer