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There are many myths about the nature of how to get free publicity. Here are seven myths that may stand in your way.

Myth 1. Publicity and advertising are the same. In fact, advertising is exposure that you pay for. You control the exact message and, if you’re willing to pay extra, the placement of the ad. Publicity is free, unless you are working with a publicist. Even so, the cost of hiring one is much less than the cost of advertising, yet it has more value because it is treated as news.

Myth 2. Only people with media contacts can get free publicity. It’s true that having contacts can help but thousands of individual and businesses get publicity every day without knowing anyone on the inside.

Myth 3. Only the big guys can get free publicity. Wrong. Refer to Myth 2.

Myth 4. It’s a good idea to send your press release everywhere. Wrong. You should target your release to the right media outlets and the right journalists. Send it only to the reporters and editors who cover the type of story you want to pitch. Don’t waste journalists’ time by sending them a press release that doesn’t pertain to the types of stories they do. If you send them too many unrelated press releases, when you have something great to pitch, they won’t even read it.

Myth 5. You should send out lots of press releases. Wrong again. Don’t pester the media with a press release about every minor thing that happens. If you do, they will stop reading your press releases altogether. Wait until you have something newsworthy. Then go after free publicity.

Myth 6. More is better. When it comes to the press release, less is more. The ideal length is somewhere between 400 – 600 words. You can always send a bio or a fact sheet to support the press release if you need to say more.

Myth 7. The best way to get free publicity is to buy an ad. This will not influence the decision of whether or not to do a story on you, except with the very small media outlets and trade publications. Journalists will resent you if you try to get them to do a story on you because you are an advertiser.

Danek S. Kaus is an experienced journalist and publicist. He is the author of “You Can Be Famous! Insider Secrets to Getting Free Publicity.” Visit his site for More free publicity tips and learn about his Publicity and Writing Services and a free phone consultation.

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