Know your media
Clients always refer to publicity as FREE. How does it become free when you need to hire someone to either write the release, or article, or hire a publicity firm?
The definition of free means that you didn’t have to pay for the space you got in that particular publication, or mentioned in a news report.
You’re thinking, hey, that was already known, so what’s your point?
It is the knowing how to get that free publicity. Depending upon your industry, the limited space and airtime the reporters have means a lot of companies are fighting for it.
To get a successful pr campaign you need to know the media. Trade journals are in a narrower field and require the writers of your release to understand the mix of each publication. Some publishers in narrow niches like case studies with the releases, or articles. Others prefer bylined articles, also known as white papers (in the tech industry).
The more general the media, the less likely they are in using your bylined or case study, without them re-writing it from their perspective.
To get favorable publicity, you need to stay in touch with the media, reporters, and publishers. This close relationship will pay off in the long haul of a campaign.
Most companies are not staffed to handle a full time pr person. For this reason, you would be best in hiring a pr agency, or a freelancer. The disadvantage to a freelancer, is they may not always be available when you need them
Now you can see that publicity isn’t free. Eventually you need to pay someone (an in-house person, a pr firm, a freelance pr writer) and then when you see in print or hear on the radio about your company or product, it becomes that free publicity you always hear about.