Getting Private With Public Relations - Promotional Literature - Part 9 of 12

You can publicize your service or product with a pamphlet or booklet. Topical subjects such as saving energy or cutting costs are always newsworthy. Naming new trends or buying new habits are equally being publicized.

Take a look at the magazines and trade journals in your area of endeavor. Are there special sections for interesting tidbits of the industry? Maybe there's a section for new products, or even a section that compares products.

Does your product or service have something special that other competitors don't? Maybe yours is the best, and "best" is newsworthy. Does yours have the longest resiliency, or is it made from the best materials? Maybe your service is noted for complete satisfaction or reliability.

These aspects are especially important for the big manufacturers. Trade journals cater to the special industries, and those in trade always want to consider the best product investment--especially when spending thousands of dollars.

An oil company sends out free booklets on maintaining your car; a travel agent prints out brochures on the most beautiful vacation spots; a dry cleaner gives out a flyer on getting stains out as soon as they happen.

What promotional literature can you tie into your business? And it doesn't need to be product orientated. Some large companies produce tips on employee relations or benefits. Many print their own newsworthy in-house publications.

Any special message booklet is a public service and is worthy of free publicity. Some interesting information can make a good story if followed up by a reporter. Or you may write your own feature for magazines.

You can get your literature designed and printed by a local printer at a minimum cost. Don't go for an elaborate four-color booklet, unless you can afford it. Consider what you can get for the least expensive and then work from there. From a small investment, you may get thousands of dollars worth of free publicity.

Always include the name, address, business number and email address of your enterprise on the brochure, and offer copies for the general public as a free give-away or as a bonus for services.

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