The power of publicity: the bottom-line value of using media relations to complement your advertising and direct-marketing efforts.

There are benefits to being big. In the corporate arena, large companies leverage their size to gain an advantage in the marketplace. Beyond enjoying economies of scale, not to mention substantial marketing budgets, the "big guys" typically benefit from being well known, with high name recognition and an established brand identity.

To compete successfully against the behemoths of the business world, savvy medium-size and smaller companies recognize the value of a publicity program as a means to create a higher profile among target audiences.

By developing and implementing a well-crafted publicity campaign, an organization can achieve greater awareness of its products or services, which in turn can produce a "warm market" where new business activities are more efficient than the age-old "cold calls."

In short, it's all about generating visibility and gaining credibility, which positions your organization as a knowledgeable, viable business partner.

The process of enhancing visibility through publicity--or media relations--can include a variety of tactics such as when a company executive is quoted as an industry expert in a newspaper or authors a bylined article in a trade publication or is interviewed by a TV or radio reporter.

Ideally, a proactive media relations campaign will include all of these elements and more, on an ongoing basis, based on a thorough understanding of how to best reach prospects and a systematic approach. Ultimately, the third-party credibility of publicity is a powerful complement to advertising and direct marketing.

Here are some real-life examples:

* An established professional services firm that has served clients for many years suddenly finds itself confronted by new competition. Despite a track record of solid performance, the firm now must battle for business against a brash venture capital-funded upstart or a recently merged entity that has attracted attention by either buying sizeable advertisements or "making news" with its new organizational relationship. Capitalizing on the firm's vast experience and industry expertise, publicity activities can position the established organization as a leading authority on topics relevant to its core business. This recognition can translate into a strategic advantage as clients and potential clients compare the firm with its competitors.

* Similarly, a commercial real estate developer seeking to attract an appropriate mix of tenants for a new project would benefit from positive coverage in an industry trade journal that covers real estate and development. An announcement about landing a high-profile tenant that appears in a highly visible publication can make a significant difference in signing additional leases. Rather than having to search out potential tenants, the developer may find that other complementary tenants are drawn to the project because they understand the advantage of being in the same location as the initial tenant.

* The same holds true for the launch of a franchise business that seeks members across the United States. A press release that results in a news item in an industry trade publication begins the process. Then a sales letter or other direct marketing initiative to prospects is followed by another round of trade journal announcements highlighting an initial success of the group, such as the first franchisees to join or a strategic partnership that will foster sales leads. Soon the organization has created a "buzz" among potential franchisees that opens the door to one-on-one meetings and presentations where the sales process has a higher degree of success.

As an integral component of a comprehensive marketing program, publicity can help level the playing field by preconditioning--or warming--a target audience and creating a more favorable environment for pitching and securing new business.

5 cold calling tips

* Call at the appropriate time. Don't call a prospect at an inconvenient time of day. For some cyclical businesses, there may be a time of year that is more likely to result in a sale than other times. Be sure to pick a time that is good for you, too. If you're a morning person, don't put off your calls until late in the afternoon.

* Front-load your calls. Most prospects make their decision within seconds of picking up the phone, You may not get a second chance to contact some of your prospects.

* Voice mail is not the end of the road. Sometimes voice mail can take the pressure off and allow you to communicate your message more effectively, Remember to leave a full, detailed message.

* Talk to receptionists or assistants for intelligence. Rather than waste your time and your prospect's time, find out as much as possible about who you're calling beforehand.

* Be persistent. If the first call yields no fruit, try again, If the second call yields no fruit, try again.

Check out a comprehensive cold calling guide at www.inc.com/sales/guides/20677.html.

Source: Your Biz: The Detroit Region's Small Business Toolkit

Marketing/PR resources

Websites:

www.aboutpr.com

www.netpress/org/careandfeeding.html

http://marketing.about.com/cs/mediarelations/

Books:

"Grassroots Marketing: Getting Noticed in a Noisy World" and "Marketing Without Megabucks: How to Sell Anything on a Shoestring" by Shel Horowitz (available at www.frugalfun.com).

Jeff Schultz is a vice president at Identity Marketing & Public Relations in Bingham Farms, a member of the Detroit Regional Chamber.