Online and offline publicity helps your business rise above the noise level on the Net, but it takes planning and preparation to get it. Publicity is an ongoing part of your marketing program, not a one-shot effort you make when you launch your business. With a proper publicity plan, you have goals for how you want your company portrayed in the media over the long haul, and some tactics, weapons, and targets that will help you achieve those goals. With a good plan, you'll generate important coverage of your business at exactly the right time and in exactly the right place.

Here are the key elements of a good publicity plan.

• A competitive analysis. The art of publicity is creating published articles or TV and radio coverage that casts your company in a favorable light. To begin, you'll want to know how your company and its competition are perceived by and presented in the media now. Study newspapers, magazines,...
  
  
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