Ask what publicity can do for you

Publicity offers tremendous benefits for consultants because it can generate a high degree of trust. People tend to give greater credence to items they read in newspapers, hear on the radio, and see on television because they are provided by independent sources that the audience perceives as being objective. The mere fact that you appear on television or are interviewed by the press automatically positions you as an expert in the minds of most people.

Publicity can produce extraordinary benefits for consultants who use it skillfully. In addition to establishing you as an expert, it can create leads for your practice, build your visibility in your industry, and generate business. Though not really free, publicity can be less expensive than other forms of promotion, such as advertising and direct mail.

Media coverage can strengthen your other marketing materials. Use the publicity you receive to enhance your client presentations and proposals and to add punch to your Web site. Reprint articles in which you were interviewed or featured and distribute them at speaking engagements, at industry functions, and at meetings with your clients. A big plus of publicity is that it has a long shelf life; it can lodge in peoples' memories and pop up long after a media event.

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