We should all understand that what someone else says about us is worth 10,000 times more than what we say about ourselves. So why do so many in our industry focus on advertising instead of seeking publicity?

In my opinion, it's because placing an advertisement is EASIER than doing the work necessary for getting publicity. Also, many designers just aren't confident that they have a good story to tell or they're not quite sure how to pitch it.

Getting someone to write a story about you personally or one of your projects is NOT difficult. Reporters and writers are always looking for good stories. You just need to know how to approach them.

One way is by writing press releases.

Here are a couple of suggestions regarding press releases:

1. Use a template to make writing a release easier for you.

2. Make sure you have a "hook" or unique story to tell.

3. Fax or mail (if including photos) the release, only email if you have permission.

4. Follow up with the person you sent the press release to.

So what do you write about? Here are some ideas:

1. Unique projects

2. Unique design element/feature within your project

3. Problem/Solution- show how you've solved a difficult problem.

4. Awards and announcements

You can read a more in depth article about press releases and getting publicity, as well as download my press release template, by going here:

http://www.landscapeleadership.com/members/134.cfm

Also, I'd like to recommend two books that touch on this very topic:

"The Fall of Advertising & the Rise of PR" by Al Ries

http://tinyurl.com/cj4fs8

"The New Rules of Marketing & PR" by David Meerman Scott

http://tinyurl.com/cqq9a3

All the best,

Chris Heiler, Editor

Follow me on Twitter- http://twitter.com/chris_heiler