Publicity isn't a one-shot weapon

Publicity is a key to visibility in cyberspace, and it should be an ongoing part of your online marketing plan. Rather than coming up with a press release about your new business, sending it out to a few magazines, and then forgetting about publicity, develop a publicity plan. Your plan should include a calendar that shows editorial deadlines for specific issues of specific publications you plan to target for at least six months or a year in advance. In addition, the plan should list specific article ideas or press releases that you'll prepare for each publicity target. With a good publicity plan and the dedication to implement it, you'll ensure continuing visibility for your business in online and offline publications.