It's Not What You Say, but Where You Say It: Getting Publicity for You and Your Firm

Why is it that one professional can command thousands of dollars for a speaking appearance while another equally competent professional has trouble charging half as much for a presentation that is just as dramatic? Why are certain professionals "household" names, yet others who have been in the business just as long have a limited following at best?

The difference is that the well-known professionals have mastered their ability to gain publicity exposure through the print media, and they use it to propel their career at every available opportunity.

As service providers, we all know how important it is to sell ourselves. We develop our programs, we build relationships inside our industry, and we create our own unique service package. Beyond those basics, however, we need to cultivate the media's publicity as a vital part of our organizational activities. That's why getting featured or quoted in as many magazines and e-zines as possible is vital.