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Low Budget Pr: Brown Bag Publicity And The Elements Of Distraction And Reaction In Your Campaign
It's the quintessential quickie of PR. Everything you need at hand when you're on the go. So if you are out and about what should you have in your briefcase, backpack, bag (purse for ladies, man-bag for men I guess..), or even in your pocket to drum up a little brown bag publicity? Well, there are several things.
If you think of Brown Bag Publicity in the same way that you'd think of a Brown Bag Lecture Series, you'll be able to brainstorm creatively of what you need. I know that whenever I attend a brown bag lecture series that lunch will always be provided. Why? Because it takes place during the lunch time hour (hence the term brown bag), but also it's understood that whomever is giving the lecture will be piling in as much information as possible in that one hour for me to digest with my lunch.
Think about what you could cram (and I hate to use the term cram, but for lack of a better term I'll use it) into let's say five to seven minutes. Honestly, that's at most what you should bank on getting out of a person timewise when your out and about.
(1) Business Card - this has your name, logo, and contact information on it, compact and ready to go.
(2) Flyer or Brochure - because you never know who might need your expertise even when you're in the line at the coffee shop.
(3) Pen - bring two, just to have on deck.
(4) Notepad - just to jot quick notes down.
(5) Bring Your Best Game - that's right, your best game. When it comes to brown bagging it - pr on the go - you've got to bring your best game to the table. Be professional, smile, and have a great introduction prepared. Even if you're just handing out your business card, a smile can work miracles and you never who knows someone that may benefit from your company, product or service. With these basic tools in mind, now it is time set the elements of distraction and reaction in motion.
Martial Arts author extraordinaire, Dr. Haha Lung mentions constantly that “well mastered tricks are techniques and half mastered techniques are called tricks.” Directly aligned with this notion are the elements of distraction and reaction. While Dr. Lung equates both distraction and reaction as mental ploys or tactics used as subterfuge mechanisms in mental warfare you are going to apply distraction and reaction to your publicity campaign.
“How?” you ask. No worries because I am going to show you how to do so in such a way that will prove more than beneficial. It’s quite simple actually - that is - when you get right down to it.
There are several layers of distraction available to you within your publicity campaign. Your product is, of course, the main distraction but is it enough to get a solid reaction from your niche consumer? Probably not, because if it was you wouldn’t be reading this article.
So, in comes the hype. That hype consists of any and all articles, interviews and press releases you can muster. It’s the buzz factor that serves as the element of distraction and causes the desired reaction from your niche consumer. And just what is that reaction? Sales, of course. The distraction is what urges your niche consumer to buy your product - always reminding them of how your product fulfills an existing need that they have. I am willing to bet that you have been distracted by the hype of many products. A solid example of this would be an infomercial. That’s right - those scripted vignettes that television watchers are constantly bombarded nightly. The next time that you see one study the hype that is used because it is the hype that distracts the consumer and triggers the need (or reaction) to buy the product. Studying this technique will bring you a plethora of niche rich publicity.
Viola! There you have the brown bag essentials of a publicity campaign on the go. As always, I hope these quick tips have proved useful. Cheers and good luck!
Published: May 11,2009 15:24
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Andy Cowan
Andy Cowan, an award-winning writer, whose credits include Cheers and Seinfeld, regularly contributes humor pieces to the Los Angeles Times and the CBS Jack FM Radio Network.
Paul M. J. Suchecki
Paul M. J. Suchecki has more than 30 years of experience as an award winning writer, producer, and cameraman. He's written numerous newspaper and magazine articles. Currently he writes, produces and shoots for LA CityView Channel 35 and his more than 250 articles for Ehow.com are approaching half a million readers.
Coby Kindles
Coby Kindles is a freelance journalist, screenplay writer and essayist. She has been a staff writer at Knight Ridder and a regular contributor to The Associated Press.
Debbie Milam
Debbie Milam is a syndicated columnist for United Press International, an occupational therapist, family success consultant, and motivational speaker with more than 20 years experience. Her work on stress management, spirituality, parenting, and special-needs children has been featured in over 300 media outlets including First for Women, The Miami Herald, Elle, Ladies Home Journal, The Hallmark Channel, PBS and WebMD.
Dan Rafter
Dan Rafter has covered the residential real estate industry for more than 15 years. He has contributed real estate stories to the Washington Post, Chicago Tribune, Business 2.0 Magazine, Home Magazine, Smart HomeOwner Magazine and many others.
Jack Nargundkar
Jack Nargundkar has been repeatedly published in Business Week, The Wall Street Journal, The Washington Post, and The New York Times. He is also an author of "The Bush Diaries" published in July 2005.
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