Don't plan publicity at the last minute

It takes weeks or months to prepare magazine feature articles, yet many electronic marketers don't bother to think about publicity until their site is ready to roll. If you wait until you launch your marketing program to start sending out press releases or pitching article ideas in magazines or newspapers, you're guaranteeing that any publicity you get will arrive weeks or months after your other marketing weapons have gone to work. Plan ahead! As soon as you have a tentative start date for your online marketing campaign, start sending your story ideas or announcements to newspapers and magazines. This way, you'll have a much better chance of timing publicity so it hits in synch with your other marketing weapons.