So, I work with a lot of young companies. (OK. Some of them are not quite yet operational.) And, that means we need to set up systems, we need to figure out how we are going to make our goals (sometimes, it means we have to determine what are the 1 year and 3 year markers), etc.

It also means we need to create buzz. You know- have folks talking about the company, its products, its services, and its philosophy.

Don’t go spouting social media. Because if the company is new- no one is following it yet. So no amount of tweets, blog posts, pinterest listings are going to get things going.
Not really. But, sometimes, we can convince other firms or folks whose business or popularity coincide with what we are offering to help publicize the firm or its products.

Sometimes, we offer those folks a “freebie”. A limousine ride for a firm that is offering Black Car service via a reservation or on demand (these are effected using an app or conventional phone call). A free case of wine that only our client proffers. Some hockey gear (personalized) for a given team or player. You get the idea.

And, you better be positive your stuff is up to snuff- or that publicity can break you and not make you.

But, there are still conventional means. One of our favorites is the local business journal. (This is but one example. For example, if you are a medical firm,  the local business journal is of less value- you need national or international buzz. If you are in the water business, then would be a bunch of different choices.)

But, the problem with local business journals- or even medical magazines or “brand name” papers (NY Times, Washington Post, LA Times, Chicago Tribune, Boston Globe, or the San Francisco Examiner) is that they get pitched all the time by companies hoping to see their name in lights.

The journalists and editors see the same parroted press releases. That doesn’t truly excite them. It’s like the political ‘news’ release- you know, “spin”. Or, worse yet, the releases “bend the truth”. (The other side of the coin is that too many of the reporters never do any real digging to get a story- they take the easy way and simply parrot the press release.) And, that doesn’t really create the buzz needed to reach the tipping point for our clients.

So, you have to really think about what it is that you are doing differently. What makes you a newsworthy event. Because you are not only trying to impress the reporter to publish your information- you want the public to come running to your doors.

That’s how you reach the tipping point.

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