Do it your self advertising can be just as effective as hiring an expensive agency all you have to know is where to look. Read on for advertising tips, news release information and also find out where to market your product.

Trade Journals

Many trade journal and newsletter publishers will give you thousands of dollars of publicity space in the hope that, if you make money from the free exposure, you become a regular advertiser.

To acquire some of that free exposure, write up news about your company or product and distribute it to prospective editors. Trade publications are always in need of material that will interest their specialized audience. If your news item contains valuable information for the market, the editors are likely to print it.

Consult the Ulrich International Periodical Directory, (R.R. Bowker Publishing Company, New York) for names and addresses of target magazines. The directory, which can be found in most libraries, lists almost 70,000 publications worldwide covering every field imaginable. From this listing you will find names and addresses of sometimes a hundred journals and trade papers that interest you.

Trade journal editors look for information on new products, new literature, new manufacturing techniques, problem-solving processes, successful promotions (even unsuccessful ones), personality profiles, announcements, technical articles, interviews, cost-cutting ideas, and anything that would help their readers improve their businesses or increase their sales.

Export Magazines

Exporters can publicize their products or services worldwide for free in export and trade magazines.

For instance, an international news agency based in Canada, International Business Exchange, offers free insertion of advertisements in its international newsletter for companies wishing to promote their exports to Canada. All such advertisements must be fully prepared for printing in a size of 50mm by 75mm (2in. by 3in.) (International Business Exchange]

Canadian exporters can publicize their products or services worldwide for free through the federal government publication Canada Commerce. Companies should send 100 words or less detailing the product or service, and a glossy black and white photograph to Canada Commerce (Canadian Companies and Products, Canada Commerce, Department of Regional Industrial Expansion, Ottawa, Ontario, Canada, K1A 0H5). As Canada Commerce is produced in English and French, send material in both languages if it is available.

The United States have foreign trade assistance programs where you can learn of services, and where government support is available for entrepreneurs trading in foreign countries.

These services are easily located on the internet.

Manufacturing Directories

Being listed in a manufacturing directory is free, yet it is like placing an ad in the yellow pages or any other telephone directory. If you have a diversified product range, you can get listed a dozen times in the different sections all of course without cost. The trouble you take should multiply your sales potential.

If you are a bona fide manufacturer and want to be listed, just call the Department of Trade and Industry and ask for the necessary forms.

Manufacturing directories are published annually by each state or provincial Department of Trade and Industry. The directories are generally issued free of charge to qualified businesses and libraries. They contain names, addresses, and telephone and telex numbers of manufacturing firms. Listings are given alphabetically and are also cross referenced by the type of product manufactured. Other information may include names of executives, approximate size of firms, and number of employees.

Catalogues

If you publish a catalogue with products or services of universal appeal, why not send sample copies to trade journals serving your market? The journals are likely to mention your catalogue and create interest in your products or services. Trade and business journal editors like to keep their readers abreast of as many documents as possible and, in each issue; they devote a section to new literature. Once again, they allow this free publicity hoping that, if you make money from it, you become a regular paying advertiser.

To find the names and addresses of thousands of trade journals, consult Ulrich's International Directory on the internet.

Another excellent reference is the Standard Periodical Directory (Oxbridge Communications Inc., New York. which lists over 65,000 North American periodicals, arranged by subject matter, into 230 classifications and indexed by title. Listings include publishing company, address, telephone number, and names of editor, publisher and advertising director, frequency of publication, and advertising and subscription rates.

You can find this publication listed as well on the internet.

Letters to the Editor

Write letters to magazines or newspapers that cater to your target market. If your letter is printed in the special Letters section, you will receive free publicity for your product or service.

Magazine and newspaper editors are often strapped for letters, and have been known to compose some themselves. Because people just don't bother to write, your letters will have an excellent chance of being published.

Your first sentence should praise the paper for a recent success. For example:

Dear Editor, As a result of placing an ad in your journal, we have had tremendous results.. Then, continue with a description of your product or service. This style almost ensures your success in writing letters to the editor.

Writers' Magazines

Instead of spending hundreds of dollars advertising for a writer to prepare speeches, reports, books, newsletters or advertising material, contact a writers' magazine. The magazine will likely note your needs in the upcoming issue, and usually at no cost. Most writers' magazines provide this service because it is in the interest of their subscribers. Just send details of what you need and how much you are willing to pay.

Three writers' magazines are The Writer, Writer's Digest, and Writers Connection,

You can gain profitable free publicity by formulating your request with an impressive sales message. Pick up a sample copy at your newsstand, and study it for style and content.

Artist Magazines

If you need the services of freelance artists, just send an outline of your requirements to Artist's Magazine. Contact details can be found on the web. The annual publication will make your needs known to all of its subscribers, at no cost. So, instead of placing ads in daily newspapers or magazines, take advantage and have your message published for free.

Talk Shows

While some companies pay up to half a million dollars for a one-minute TV advertising spot, you can guest on a show and talk about yourself or your product for much longer periods, at no cost.

If you are an interesting person, or have an unusual product or interesting service to offer, you probably would qualify to appear as a guest on several talk shows. These appearances can result in overwhelming responses. For example, many authors and artists have credited their guest appearances on The Johnny Carson Show as being the major force behind their best selling books and records.

If you feel you have what it takes to guest on a talk show, see the directory listings which follow.

Directories

Literary Market Place lists 25,000 firms and individuals in U.S. and Canadian publishing. It includes radio, television, motion pictures producers, magazine and newspaper publishers, book publishers, distributor, news services, literary agents and direct mail promoters. Literary Market Place is published by, The R.R.Bowker Company.

National Radio Publicity Directory

The National Radio Publicity Directory contains information on over 3,500 network, syndicated, and local radio talk shows, including college stations. Listed are the contacts in all 50 states and Canada. This is an excellent outlet for appropriate public relations material.

For TV publicity outlets,

There are nationwide lists of TV programs that need guests and publicity material. They categorize over 2,000 programs by major interests and kinds of material needed.

Google provides TV publicity outlets with numerous listings.

Useful Reference Books

Gale Directory of Publications

The Gale Directory of Publications lists newspapers and periodicals from the U.S., Canada, Philippines, Panama, Peurto Rico, Virgin Islands, Bermuda, and Bahamas. It includes marketing information of all cities and towns.

Ayers also publishes the Public Relations and Publicity Stylebook, which lists names, addresses and phone numbers of feature editors for newspapers with over 100,000 circulation.

Benn's Press Directory

Benn's Press Directory lists TV, radio, newspapers, consumer and technical publications, directories, agencies, services, and trade associations in the United Kingdom. It is published by Benn Publications Ltd UK.

All in One Directory

Gebbie Press's All In One Directory lists daily, weekly newspapers, radio, TV, consumer, business, farm periodicals, and more.

Editor and Publisher Yearbook

The Editor and Publisher Yearbook lists the names and addresses of daily and weekly newspapers throughout the U.S. Also listed are special newspapers, college newspapers, news syndicates and news services.

Literary Market Place

Literary Market Place lists 25,000 firms and individuals in U.S. and Canadian publishing. It includes radio, television, motion pictures producers, magazine and newspaper publishers, book publishers, distributor, news services, literary agents and direct mail promoters.

Nationwide Speakers Bureau Inc

Nationwide Speakers Bureau is a resource for booking speakers for conferences and special events, and talent for endorsements, product introductions and media tours. The company has booked more than 6,000 speakers across the United States, for corporate and private lectures. Included in their databases are topical presenters and celebrities, including Celtics coach Rick Pitino and Dilbert creator Scott Adams. -Samantha Melamed

Tips for an effective news release

The letterhead type personalizes who you are and establishes credibility. Make sure your letterhead promotes your business. Don't only write Jack Smith and Son, rather write the Smith's family Fish and Chips. Indicate “For Immediate Release” or “For Use after: And don't forget the date.” Double-space text and provide contact information. Contact: (name, title, phone number and E-Mail address).” It's important to note that editors receive stacks of news releases each week. Give them information that will make them want to include your activity in their publication. Put the most important information in the first paragraph. Try to fit in who, what, where, when, why and how. Use all five elements. The second paragraph should include more information about the event, author, program, etc. Be sure to include who is sponsoring the event. Cover all the important information, but keep the release to one page or less. Double-space if possible. Enclose a black and white photo, if available. Call the publication and ask them the name of the person to whom news releases should be directed. This gives you more credibility and may make publicity more likely. You can also send the information to the news editor, entertainment editor, campus editor, focus editor, etc.

Make a list of who you sent the news release to for future reference. When sending your press release via e-mail, be sure it is From a morally acceptable e-mail address, not something like hardStud@gmail.com and make sure your subject line is meaningful and accurate (i.e. St Eugene's Parish Chess Club presents city-wide tournament,” rather than “Chess Tournament”).Always be clear, exact and precise. Use professional language when addressing media resources so they take your information seriously. Proofread,edit and don't be surprised if an editor rewrites your headline. Last but not least advise the editor that editing your release is acceptable.

Adopt this mind-set and read on!

What is PR?

“PR” is short for Public Relations and generally defines how you interact with your customers, business suppliers, financiers or peers. PR is usually conducted through the media.

Paying for advertising space - an alternative or supplement to PR - is sometimes an effective form of publicity if very well targeted but it is commonly expensive. However, you don't really have to spend much to generate good publicity for your service or products if you can think through who you want to reach out to and devise a PR strategy instead. The only resources needed are your time and some creative thought.

Publicising success stories through the media - newspapers, magazines, newsletters, radio, the web, television and even over mobile phones - is an industry unto itself. Many agencies and freelancers (of which I am one!) offer advice and practical help for a fee but anyone can do it with some planning.

Basically, your audience is more likely to trust a good PR story than believe any paid advertisement you buy so long as there is a wider “news” element involved.

Decent PR gives you a competitive edge and provides a good foundation for your marketing and sales efforts. Successful PR gets you noticed and talked about!

How to Start: The News Release

Also known as press releases, news releases are the lifeblood of much journalism today. They must not be obvious attempts to sell but should instead highlight a news angle of potential interest to your audiences.

So! …

• Do you have a new product or service to promote that will help put your town on the map or even stimulate the local economy by creating new jobs?
• Might you want people to know that you are hosting students from your local school in a guided tour of your business or offering them work experience placements?
• Are you or any member of staff taking part in a sponsored charitable event?
• Have you developed a caring approach to the environment in your business practices? Might employees, family or friends dedicate a specified time to clearing litter from a play park, section of a local river or a nearby beauty spot? Why not get t-shirts printed up with your name, logo and website address as a free “thank-you” to all who take part and invite the wider community to participate too?
• Have you won a recent award or landed a new business contract?
• Do you now offer initial price discounts or freebies for new customers?
• Might you organise and host a local debate on regional or national issues affecting your community that they would want to have a say on and which the local media might agree to pick up on?

The above list is only a start. Even notice of moving premises can interest local journalists enough for them to produce an article. However, your “news” must have some local relevance.

How to Put a News Release Together and Use it

A good news release will say what is happening, who is involved and explain clearly why, where and when in its first paragraph. You can expand on this in subsequent paragraphs but be aware that editors who are tight for space may look at cutting your story from the bottom upwards; so compose it with that in mind and get the important facts in at the start.

Avoid exaggeration or unjustifiable claims. Use adjectives very sparingly and try wherever possible to employ active verbs rather than passive ones (e.g., “we won the award” rather than “the award was won by us” …).

Know when to finish and write “ENDS” below the final paragraph. The equivalent length of one or, at most, two sides is about right. If you have additional information, you can also supply a “backgrounder” sheet providing extra information about the business, its history, employees and the services or products involved. Make sure you give clear details of the named person they can contact in order to follow up the story.

Although hiring an experienced journalist, copywriter or PR professional can provide a better chance of having the news release followed up, you may find that family and friends have writing skills they will contribute should you not feel confident handling it yourself.

A good news release effectively gives the media a complete but basic article requiring little editing before publication or broadcast. On that basis, it is more likely to be used.

Think about who you want to target with your release. Is it the general public? Your suppliers? Other businesses?

If you issue a release to a number of different media outlets, send them at the same time and make sure they are dated.

If you distribute releases by email, make sure the text is fully copied and pasted into the actual email body. You can also send a duplicate email with the text document also attached though it may be that filters block such attachments. If you submit on paper, use double spacing between the lines.

Clearly write “NEWS RELEASE” at the top. Write “for immediate release” directly underneath or, if there is a good reason, write “embargoed until xx/xx/xx” if there is a very good reason to delay publication or broadcast to a later date.

Phone the journalist or news editor of your chosen media later in the day - a good few hours after you think your emails should have arrived - to see if they are interested in the story. Don't be pushy as they are probably very busy dealing with any number of different stories. Ask if they also want pictures and do offer to arrange a time for them to come take photographs as appropriate.

Nominate one person to deal with the enquiries that should result from your news release and make sure they have enough free time to deal with them.

Once it is all Done

Keep clippings of any coverage you get. You can put copies in a presentation folder or on a notice board in any public waiting areas on your premises and this will give added life to your PR long after publication dates have come and gone. You could also incorporate copies of publicity clippings into your marketing packs you send to customers, suppliers, etc.

Positive Energy

Your business's enthusiasm to be an active part in the local community and a positive outlook will shine through your PR and media campaign. This can only be good for business! Good luck!