“If you build it, they will come,” may have worked in the movie Field of Dreams, but is it really that simple? Not when it comes to playing in the business field. People can’t shop at a store if they don't know it exists, but getting the word out through advertising can be costly. Luckily, savvy retailers can try another method: creating buzz at the grass-roots level. “Publicity increases your name recognition, which is visibility. That increases trust, which is credibility, and [that contributes to] increases in sales, which is profitability,” Laurel Tielis, public relations guru and author of The Girl's Guide to Getting on Top: Positioning Your Business Through Media Placements tells WSAToday.com.

A Nose For News

Laurel Tielis

Just like a shoe that’s a perfect fit, stories need to be carefully tailored to the appropriate media outlet. “Make sure you’re talking to the right person with the right story.” Retailers should read newspapers, watch television and listen to the radio in an effort to learn about the people and stories that are covered by each medium. “The stories that get in are the ones that benefit the audience. Move away from the position of ‘what’s in it for me’ into ‘what’s in it for the person who buys and wears the shoes.’”

Don’t cross your fingers and hope to get noticed. It’s usually up to the store owner to attract the press. “You have to contact the media. That’s how it starts.” Tielis recommends getting in touch with a phone call, or introducing yourself at a trade show. “Members of the press are looking for stories, and they should be open to you as long as you have a good story.” Tell the reporter why you think your story is worthy of coverage, and then support your claim with facts. As you continue to pitch story ideas, the reporter will begin to consider you a source. “Publicity is good because it’s free and more credible than an ad. You’re not saying you’re terrific, the media is saying you’re terrific.”

Extra, Extra, Read All About It

Consider hosting a grand opening or cocktail party for your best customers.

Your story has to grab people’s attention so they’ll stop what they’re doing to read, watch or listen. To do this, Tielis recommends fitting your story into a theme. For example, since customers are concerned about costs, cater to pocketbook issues by promoting your store as the least expensive or most expensive in town. Tielis also suggests having a roll-back sale, during which shoes are marked down to the prices they were when the store originally opened. “The people who buy get a good deal, and you benefit because more people are willing to come into the store. The media is willing to cover it, because it's meaningful.”
Other ways to draw in the press include social activism and, of course, working with celebrities. “It doesn’t have to be Jennifer Aniston or Gwyneth Paltrow. Find someone local who is well-known, such as a news anchor or DJ, and learn about a cause they're interested in. Work with them on that cause and you, too, will be noticed.”

Manage Your Media

Inviting a designer to attend a trunk show in your store can create media buzz.

Don’t stop at just getting attention. You must spread the news as well. “Once you have a story, you have to run with it. If you’re fortunate enough to have someone cover your story, you need to let others know.” Send out an e-mail that includes a link to the article, or make photocopies of the story that include a note promoting an in-store event and mail them to customers. If the story is broadcast on radio or television, ask the crew to make a tape for you. Then you can post it on the store’s Web site or a site like YouTube.com and send the link to your e-mail list. “You are always in charge of your publicity. You can’t just have it, you need to use it. The more you use it, the more you’ll get from it.”

Spread The Word

Unexpected presentations will catch the eye of customers and reporters alike.

Retailers should also gain exposure through direct mail, but Tielis suggests you toss out your glossy postcards. Instead, send out a newsletter every three or four months that contains a combination of hard and soft news. This could include an item about why retail prices are going up, in addition to customer success stories and how-to tips. Other tidbits the newsletter could provide are a calendar of local events, an interview with an industry leader, contests, book reviews and the company’s history. “Put it next to the cash register so you can hand it out, then ask customers if they’d like to receive it in the future. You can build up your mailing list by having something that people want and being willing to share it with them.”

Laurel Tielis began her career as a journalist before leading the public relations division of major corporations in beauty and fitness. In addition to running her own agency for 11 years, Tielis has taught courses in journalism and public relations at the Fashion Institute of Technology and Pace University.

For the full version of this article, check out the March 2008 issue of WSAToday.

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