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If You Say So! Word-Of-Mouth PR

May 28, 2012 | Comments: 0 | Views: 186

It could certainly be argued that the most effective form of publicity is that which money cannot buy; the personal recommendation. Everyone has a circle of friends and family, which includes people whose judgment they trust on certain subjects. Maybe it's an uncle who knows a lot about cars and can tell you which vehicle is best for you. Perhaps you have a friend who is great in the kitchen and can tell you which recipes are good for different occasions? Alternatively, you may simply see your peers wearing a certain clothing label, or recommending a particular film or record. The number of different types of personal recommendation is endless, but how can you tap into this trusted source to grow your own business?

While this type of personal recommendations is trusted sources of information, someone who runs their mouth talking about how great they or their product is, are generally viewed as a level of suspicion. We tend to think that someone is going to talk up their product; they are just after your money, right? This may be partly the case, but it doesn't help those who have a genuinely good product that they simply want to tell the world about. The key to getting around this is to seek trusted sources and reach out to them with your promotional activity. This can be done via a professional publicist or via a spot of do it yourself publicity or press release distribution.

While people trust the opinions of their friends and family, they also tend to trust a number of media outlets. It may be a particular newspaper, certain magazines and websites, or even a whole corporation such as the BBC. In cases such as these, a recommendation for your product from these sources is as good as any 'word of mouth' recommendation. Let's say, for example, that you have a new book to publicize. If you can get that title reviewed or positively featured in a well-known and trusted media source, then people are quite likely to check it out. From there you may also gain some extra, genuine, word of mouth publicity too, as readers tell their friends about the great book they just read.

To create this sort of publicity it is important to reach out to carefully selected media outlets. You need to reach those that your (potential) audience trusts. To do this you will generally need to create an EPK/ media kit and send out press releases. These can be created using a number of online tools or, alternatively, by hiring the services of a professional publicist.

Ken McKinney is a 17-year journalism and PR veteran, and founder of, a tech start-up offering do-it-yourself publicity services to companies, organizations, musicians and authors through its publicity dashboard. Services such as creating e-mail electronic press kits, search engine optimized press releases/press release distribution and music distribution for musicians. The company also owns pop culture website

Source: EzineArticles
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