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Guess Who's in the News

by Julie Wassom
July/August 1996
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Article Link: http://www.exchangepress.com/article/guess-whos-in-the-news/5011026/

The power of positive publicity is undeniable. It is one of the most cost-effective ways you can market your center. The mere publication or broadcast of a positive story about your center can save you significant time and dollars in communicating your image to prospects, customers, and opinion influencers. And, if you use your good publicity wisely, it can make it easier for you to generate more inquiries and referrals.

Publicity is different from advertising. Although advertising and publicity can complement one another, they are not the same disciplines. Advertising is defined as the action of calling something to the attention of the public through paid announcements. In contrast, publicity is a form of public relations. It is information with news value, issued through the media as a means of gaining public attention, understanding, and support from a select audience of readers or viewers ("Making Your Good Publicity Work Marketing Magic," Child Care Information Exchange, January 1988).

Why is generating publicity such a good enrollment building tool for a director who has minimal time and less money to spend on marketing? Because publicity is essentially a free delivery of your message through the media. ...

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