In the January issue of Country Business, the magazine for retailers of country gifts and accessories, freelancer Traci Bisson quotes me in an article about how retailers can get TV and radio publicity.
I advise that people who are new to publicity start by targeting smaller media outlets first so they can learn from their mistakes before hitting the big time.
I call it “climbing the media ladder” and you can read an article about it at my website.
The ladder looks like this:
Top rung: National network news
Next to top rung: National newspapers, national magazines
Middle rung: Local daily newspapers, radio and TV stations, business journals, city and regional magazines Next-to-bottom rung: Trade publications, weekly newspapers, special interest publications, alumni publications
Bottom rung: Print and online newsletters, cable TV station’s public access channel
Once you’ve gotten publicity at the lower rung, start working your way up. Never shoot for the top, like getting onto “Oprah” or into the The New York Times.