Easy Way to Create Publicity

Pick up almost any newspaper and you’re likely to see a story based on the results of a poll or survey. Sometimes, these stories may be no more than a few paragraphs, but the publicity garnered from such a story is immeasurable. Surveys and polls are popular because they are easy to write, from the reporter’s point of view – and for the audience – there’s a ‘gee whiz’ factor and a way that they can compare themselves to others. For the small business owner, it’s easy to create a survey that can help your business. It can: • Create awareness of the company • Promote a product • Piggyback on a holiday or event for a bigger story • Promote the owner as an expert • Draw traffic to a website Conducting a poll or a survey is actually quite a simple process. You need at least 100 people to participate; all you have to do is have colleagues or clients check a few boxes on a photocopied form in order to generate an outcome. Or you can use more high tech ways and create an online survey. Many online companies, including Survey Gizmo and Survey Monkey, can make the job easy. Here’s how to create a survey that the media will love. 1. Have plans for the results. In order to benefit from conducting a survey or poll, you have to plan in advance what you want to do with the results. Realize that while some responses may support what you intend to, they won’t always go your way. The best thing to do is to select a survey topic that can be interpreted as a newsworthy fresh angle no matter the outcome. 2. Cover controversy. You should always tie your area of expertise in with current headlines, particularly with a topic of controversy. Take a poll concerning how Americans feel about a heated topic and offer your own interpretation and explanation of the results. For example, relationship expert can capitalize on the recent Tiger Woods scandal and create a survey on what people think he should be doing to help his relationship. 3. Prove them wrong. When faced with survey or polling results opposite of what you had expected, chances are they are the opposite of what most people expected as well. When you prove a known fact or popular belief wrong, it generates curiosity and interest, therefore readers are more likely to be intrigued to read on. I helped a client conduct a survey of area brides. It turned out that most of the brides surveyed were ditching the traditional June wedding for fall dates. The results weren’t expected, but it made for great headlines in the media. 4. Start things off. Surveys and polls help to make your writing much more appealing. Even if you don’t want your release to revolve around statistics, you can add a little zest by starting it off with a face or two. For example, if you’re writing about the benefits of a hypo-allergenic pillow, you can start things off by offering statistics of Americans with allergies or Americans who sleep restlessly. This way, you clearly and strongly demonstrate the commonality of this problem in America and that will likely intrigue Americans to read on. 5. Create visual appeal. One thing that editors love is the visual that poll and survey results can offer. Depending on the type of survey or poll, use either a graph or chart if possible to enhance the presentation of the article. This will entice both editors and readers.

Social Comes Naturally to Hispanics

Social Media. The venue once viewed as "teens only" has by all accounts turned the corner to adult and corporate embrace. Millions of people now turn to blogs, social networks, and video as their primary source of news, opinion, and entertainment. Traditionally, Hispanics have relied on the original concept of "social networks" to gain trusted information. This draw to family and friends for sharing information and seeking guidance makes Hispanics natural players in the new consumer-driven social media arena. Hispanics influence, and are influenced, through peers more than their general market counterparts. Social networks also offer a means to communicate with family and friends with whom they are geographically separated. The web offers few cultural or in-language options for ethnic minorities. This has fueled the trend for tapping social networks to generate original content. For businesses to connect on this level, they must be mindful of the audience's desire to connect on a personal and cultural level. Companies such as Honda have long understood, embraced and ultimately been rewarded by their long-term loyalty of this market. When the automobile giant adopted a Hispanic effort in 1989, they saw a Hispanic Honda sales increase of 270% over the next 10 years. Even through the last recession of the early 90's, Honda's sales continuously increased when general market sales slowed (Ward Dealer Business). These active efforts have continued through a multitude of efforts that have included online campaigns to target Latino consumers. Ads promoting targeted models directed consumers to the Honda website, where they were then able to research all models in English or Spanish. Savvy marketers understand that the term "Hispanic" refers more to a related group of cultures rather than simply to those who speak the Spanish language. The Hispanic market is 60% bilingual, while about 20% are dependent on either English or Spanish. Hispanics originate from over 20 countries; each bringing distinct language use and culture. When you then consider standard marketing targeting such as income, housing, psychographics and lifestyles, "Hispanic market" is clearly a term that requires a bit of homework and target definition.