Don't Advertise....Publicize

One of the greatest challenges in being a publicist is the ability to explain to a new client (who has never worked with a publicist before) the difference between advertising and publicity.


The media does not like material that is too commercial and they particularly don't like requests for free advertising. Ask your clients to follow their targeted media to see what is being published. It's a great way to determine what they will print.


Successful publicity is a two-way street. Media outlets are always looking for good information. Provide them with information (not advertising) and exposure will follow.

Marketing plan essentials

Recently I've been reading lots of comments on social networking sites from self published authors and business start-ups. Many read something like this "Help, I have a new book/new product and I don't know where/how to sell it. What do I do?"

Back in Marketing 101 in graduate school, I learned the 4 "P's" of marketing, and have been applying them through my businesses at www.nextdecade.com and www.barbarakimmel.com ever since.

1. Product-what is my product? If you can't clearly describe it in 3 sentences or less, go back to the drawing board.
2. Place-where is the best place to market my product? Start with your immediate circle of influence and work your way out. Think "concentric circles".
3. Price-what is the best price for my product? Don't be arbitrary. Look at your competition and set your price accordingly.
4. Promotion-how am I going to publicize my product? This is where you need to either become a publicity expert or hire one. Without publicity, the world will not know your book/product exists. Don't be fooled into believing that you need to spend thousands of dollars to get exposure.