if you’re like most entrepreneurs, you probably want to learn about publicity but have no idea where to start. So, I want to take a little time to share the benefits that publicity can have on your brand and business.

Generally, publicity is when a magazine, television show, radio show, or newspaper features your product or service in any article or broadcast segment without any monetary exchange. An editor writes about your business or television producer books you from an interview based on the pitch or press release they receive from you or your publicist.

You may be thinking to yourself as you read this: “Isn’t this the same as advertising or taking out a sponsorship?” No—publicity is very different from advertising or sponsoring content.

When you email an editor or send a direct message to a blogger on social media, there’s no guarantee your brand, product, or service will secure coverage. When it comes to publicity, you’re not able to control how large the placement is, what the sentiment is, or what it says, unfortunately. This seems why the publicity process is such an elusive strange practice to entrepreneurs. (But that’s not bad news! A third-party endorsement is worth its weight in gold, as you will see.)

When you purchase an ad or sponsorship, you have complete control over what it says, when it runs, and how large it is. But advertising comes with a huge cost that most startups and small businesses can’t afford, making publicity the better option.

Here are some other great reasons why your business needs publicity.

• Publicity is free when you do it yourself. I know you’re thinking that you NEED to hire a publicist or PR firm to do it for you, but that’s just not true. You can do it yourself.

• Publicity has much more clout and social proof because you get media coverage in some type of media outlet. Most consumers believe that if a magazine or television show features a business, it must be interesting and newsworthy.

○  Think about this - if a new restaurant, bar, or nightclub just opened in your neighborhood, would you want to go if you read an advertisement online or you saw it reviewed in Vogue, LA Times, or The Today Show? If you’re like most consumers, then you’d probably want to check it out if you read about it in a newspaper or magazine. See—that’s the point—publicity is SO much more impactful than advertising.

• Publicity has a way of reaching more targeted consumers than advertising and other types of marketing. If your story is picked up by WSJ.com, it could also be picked up on the NYPost.com and other national media outlets.

• Any type of media coverage can help position you as a thought leader and expert in your niche. When you contribute to an outlet like Inc.com or Forbes.com, then you are able to showcase your knowledge in the form of articles. Consumers or clients are more likely to trust you too more so than if you were to take out an ad or sponsorship on Forbes.com.

• Having your business featured on WSJ.com, The Financial Times, or NYTimes.com, you can attract funding from investors if you’re interested in securing those resources.

If you’re a business owner, now you know how important getting media coverage can be for your business. The longer you wait to start the process, the longer your business will flounder!

If you haven’t yet, be sure to grab the ultimate publicity guide so you can start brainstorming your campaign now.

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