Visions of Fr*ee Publicity

It's coming...the 35th anniversary of the American Birkebeiner Ski Foundation. And just like many small business owners, organizers of the event are dreaming of mass publicity. Visions of free publicity for the 3-day event with races and events for all ages and fitness levels dance through their head, followed by images of a cascade of registrations.

It's a great vision for all small business owners. The key is to be ready when they contact you. Here are some tips to gain the most through media exposure.


1. Return their call or email promptly.

Journalists work on very tight deadlines. If you don't return their call immediately, they'll likely move on to someone else. Anticipate what they want. Have a list of story ideas ready with a list of contacts they can interview.

2. Know what you want to say and stick to it

Focus on a few keys points and make them with clarity. The Birkie’s key points:

• It’s the ultimate cross-country ski challenge for elite skiers, recreational skiers and everyone in between.

• It started in 1973 with just 54 participants and now, 35 years later, has grown to 9,000 skiers, 2,000 volunteers and 15,000 spectators.

• Skiers from around the world descend on the small communities of Hayward and Cable, Wisconsin (total population 3,000) for three days of festivities and events.

• There are a multitude of inspiring stories about skiers who have done every event (3), skiers who are recovering from life-threatening illness, skiers who got off the couch to take the challenge of skiing a 51K race.

• More than $4 million is spent during the week.

3. Be a resource for the reporter.

Find out what other topics the reporter may be writing about in the future, and what other stories they can count on you as the expert. In the case of the Birkie, they can offer interviews on health, fitness and economic impact of a large-scale event.

Need help obtaining fr*ee publicity and connecting with media resources? Sign up for your FREE Marketing Mastery Success Kit that puts you on the Fast Track to business success at: http://www.boostyourbottomline.com.

© 2008 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com