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If you’ve just started your own business, you might be making the mistake of overestimating the scope of publicity you wish to achieve.

Chances are, if you haven’t got a unique business idea that’s going to revolutionise the world, then you’re probably wasting valuable time dealing with national media outlets, especially when you can reap the rewards and credibility of local media instead.

Although it might seem like you are downplaying opportunities when targeting your local area, what needs to be remembered is you are only competing for coverage with other local businesses which ultimately presents a far greater chance of your story succeeding.


These days generating publicity materials is not just about trying to promote your business in the media. It’s also about using those materials to enhance the perception of your business to everyone who has any contact with you.


The current economic climate has led to a necessary change of advertising strategy for big brand advertisers. They have stopped using media for blanket broadcast coverage and begun insisting on tactical opportunities that fit exactly with their communication objectives, minimising wastage of budget and opportunity. In the current climate this strategy is not only wise, it is arguably the only way to plan an advertising campaign.