When it comes to creating publicity for your product or service people get scared and run away. Business owners think of creating publicity as something like Tabu deal. The beauty of successful publicity is that it will give you either credibility in front of the sceptical buyers or even more sales in front of you must be very clear where you want to be. You must set certain goals and also understanding that we are not anymore in 19th century where publicity was one way street. Plain news, reports will not bring good results. Time changed. We are entering social media age where publicity is a two way street.

In order to give your product best publicity you need to know what you truly want to get out of it. You must determine your business goals. Your goals should be centered around the core values of the company and very specific. Just saying something about product that has no foundation, does not mean you will help your product serve its purpose.

Effective publicity can help you to achieve some of the following.
1. People will buy. Remember people need to be told. When you write publicity material you must include the information how to purchase your company product, the reasons and benefits and how to use it
2. Get feedback, even negative feedback can bring positive results. Suggestions via blog comments, contact forms and surveys can affect the the outcome. People will have misconceptions and it is natural so your job is to be diplomatic and professional and do the best to answer the concerns.
3. Invite people to events, local and online events to provide information about products, services
4. Effective Publicity can address hot topics you want to discuss with your customers
5. Good publicity is better than advertising and can create curiosity that drives people to visit your online community, your website or your local events you are hosting. It adds a personal touch.
Remember PR has never been an advertising method. It is about communicating your message through news wires services, social networks, blogs and even video messages.

Lets show you an example of how effective publicity works in a real life and why it is important to set goals.
Lets say you are a life coach and your business is booming, and you are getting more personal clients who want to do one to one coaching in the evening times. You are getting so booked that you are afraid to turn them down. You want to figure out how to get them all to the phone at once. However, you know that it will be more effective if you do small group coaching that presents opportunity to save you time, give affordable coaching prices to other clients and still they can feel your personal attention.

What you need to do is to develop a campaign and write about your new coaching option that allows your new clients an opportunity to get great training for less price, have an instant access to your networking community or listen to the recorded calls without fear of missing the live calls.

Make sure measure your publicity success. Create surveys and see what percentage of them responds positively about changes. Tweak, share, use social media to receive feedback and suggestions. More you talk and address the concerns of your customers the more success you will have. As David Scott, one of the best PR experts and author of “New Rules of PR and Marketing” said that we always should focus on our buyers and understand buyers persona.

c) Copyright 2009 Tatyana Gann. All Rights Reserved

Tatyana Gann is an online entrepreneur an online marketing mentor, a social media and online PR consultant, a professional connector, a mom of two great boys and an amazing hostess. To Learn More About Tatyana Gann, connect with her on Twitter and Facebook.