What is a cheap way to gain some good public exposure?Write a Letter to the Editor of your local paper, trade magazines in your vertical, or other online/offline publishing media. If you’re not into letter writing, then write an op-ed and submit it.
Why should you write a letter? How will it benefit you PR wise?
First, it’s free, and even if you use snail mail it’s only the cost of a stamp. Second, if they use your letter, it gets your name out there and it helps establish you as a spokesperson for your company and the industry. And did I mention it’s free?!!!
And who knows you might even get a customer out of it.
Here’s a short synopsis of my own success in letter writing. In November 2005, the magazine Fast Company had an article titled, “The Beauty of Simplicity.” It was a great article by Linda Tischler by the way.
In response to that article, I wrote a Letter to the Editor which was published. It turns out it was published on the same page as a letter from one of my marketing heroes Al Ries who also penned a very good book titled “The Fall of Advertising and the Rise of PR’. (Al… if you’re out there I’d love to interview you for the column!)
So there is my letter in response to the Fast Company article on the same page with Al Ries!
Guess what happened? From that one letter I got two new clients out of California who liked my letter. And it helped me build a bit of PR about my views on how companies can best describe their products.
In case you’re curious how you can best describe your product??? For PR purposes keep it simple, to the point and truthful. And I repeat from previous columns, don’t exaggerate!
Here’s a link to my letter to Fast Company, it’s the fourth letter.
Here’s the original article.
Put pen to paper today, or digits to keyboard and start your letters!