Too often, I talk to prospective clients who’ve gotten publicity in the past and say, “I got calls the day the TV interview aired, but after that, nothing.”
Or, “Yeah, my local paper ran a great article about me, but except for a few people who still find it on the paper’s website, it hasn’t done me much good since then.”
First I tell them that their marketing efforts should never end with one TV or radio interview or one article in a publication. Effective marketing requires staying in front of your audience. Think of the biggest brands you know: Coca-Cola, Apple, Ikea, Disney. We know their names because they make sure we’re constantly reminded of them. One of the ways they do that is by getting publicity.
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