Bill Stoller is an expert on using publicity to promote one’s business.
As a keen observer of the publicity industry, he’s noted how some companies with big bucks to spend do publicity and how folks with few bucks to spend can emulate them.
From Bill Stoller at PublicityInsider.com
Every year, the Public Relations Society of America hands out Bronze Anvil Awards “for the outstanding implementation of PR tactics”. While these awards represent an entirely different PR universe than many Publicity Insiders — almost all went to big PR agencies with large budgets — many of the recipients demonstrated some sharp creative thinking that’s worth your attention. You may have a tiny budget and no staff, but there’s no reason you can’t take what some of the highest-paid folks in public relations developed and apply it to your business or clients.
I’ve combed the award list and found some programs which I’ll present over the next few issues that offer some powerful lessons for any publicity seeker:
American Standard
Yep, it’s the toilet bowl guys. When they developed what they called “America’s Best Flushing System”, it was time to spread the news. Their PR agency, Carmichael Lynch Spong, developed a clever (and tongue-in-cheek) press kit that featured a noise chip. When a reporter touched a picture of the toilet handle in the kit, the chip provided the exact, melodious sound of the “quiet flush” system.
Two Great Things To Take Away From This:
It often pays to have a sense of humor about yourself. So many people “get too close” to their product. The result: all perspective about the product’s role in society is lost. If you spend all day thinking about how to create the ultimate pair of tweezers, it’s easy to start believing that you’re somehow changing the world. When this sort of thinking leaks into press materials, you’re giving yourself almost no chance of meaningful coverage. Reporters spend all day dealing with actual world- changing events, and will see through you in milliseconds. A sense of humor about your product or service (where appropriate)
is a great way to make nice with reporters. The other tip from this example: targeted creativity works. Many press kit gimmicks are wastes. But, once in a while, getting a little crazy can pay off. In this case, the cost of the sound chip was a small budget item for the immediate impact it brought. It got reporters’ attention and — most importantly — it made a point that helped sell the story.
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