Many business owners are contacted by newspapers and magazines looking for media advertising. Often the advertising sales person will also promise free editorial or free media promotion if you advertise.
Danger, danger, danger!
While the offer of free editorial may sound appealing (after all, you want free publicity so you could be forgiven for thinking this is just what you need), it will usually appear in the paper as ‘advertorial’.
Most savvy consumers can tell a real news story from ‘advertorial’, which is essentially an advertisement trying it’s very best to look like a news story but falling way below the mark.
There are some real dangers associated with continuing a conversation with a media advertising person. Here are some tips and things you should know:
- You run the risk of forever being marked as a potential advertiser. The advertising rep will tell the newsroom not to give you free publicity because you may be going to advertise.
- Once you’ve got a mark against your name as being a potential advertiser, it’s very hard to convince a journalist of the merit of your story. They will always be looking at your press release from the angle of ‘is this really someone wanting free advertising’.
- Never, ever ask an advertising person for the contact details of a journalist to send your press release to. It’s likely they will give you the contact details, but they will also pre-warn the journalist that you’re a potential client and not to give you free editorial coverage.
So, next time you receive a call from someone looking for media advertising, politely decline and do not engage in a conversation with them. Always keep your dealings with a media organisation, strictly within the editorial department.
To find out exactly how to get free media promotion without having to pay for advertising check out my next live seminar How to Generate Free Publicity for Your Business
© Copyright, Bliss Life Trust 2011-2013
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Sue Papadoulis is an inspirational entrepreneur, media coach, engaging speaker and best-selling author who empowers and motivates others to take their game to the next level by using the power of free publicity. Sue is Australia’s leading specialist in helping entrepreneurs generate free publicity. To access her special report “The Five Biggest Secrets to Getting Free Publicity in the Media” plus her secret list of the top online press release distribution sites, visit www.publicityforprofit.com.au