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Adding publicity as a strategy can increase sales by 30%.  This is because it has a wide reach and can penetrate the market place pLAN-IMAGEeven before the product or service is launched. A well thought out publicity strategy should take place at least 6 months before the activity.

This will give you a chance to build  your community and provide the much needed awareness required. Any attempt to launch a product or expect a massive attendance without a sizeable community, will not yield the results desired.  Also the publicity strategy should spread out through a period of time through different channels such as the press, online at speaking engagements, blogging, email marketing etc. The truth is people buy or attend events from people they know and trust.

You will need to decide on your publicity goals. You may want to ask yourself the following questions as a guide

What am I hoping to achieve with publicity plan? See bullet points below for possible goals.

How will I measure success? It is always a challenge with publicity to come up wih defined metrics. This may be broken down into the reach of target market, how many hits on a website, attendance, endorsements, publications, speaking engagements, mentions etc

How much time do I have? Give yourself timelines and deadlines

What is my budget? Write down all possible expenses for the campaign

There are several reasons why business owners use publicity as a business goal. The following goals may assist you.

  • Increase traffic to your website to boost online sales of your product or service by 20%
  • Increase customers to your service by 10%
  • Build brand awareness of your new business or product
  • Change a negative perception about your business
  • Raise $5000 for a charity
  • Establish yourself as an expert or leader in your industry
  • Gain a third-party endorsement (publication) for increased trust with prospects
  • Attract joint venture partners
  • Generate more speaking opportunities and increase what you charge per event.


You may decide to pick 3 goals per quarter and work on the deliverables. You will need to create a template with headings like the one below.



  • Output Objectives – Results of Activity
  • Outcome Objectives – Awareness
  • Business Results

Target audiences – Influences

  • Customers
  • Suppliers
  • Distributors
  • Staff
  • Shareholders

Key Messages – Clear, Concise, Consistent

About Majestically Rare – Publicity Services

We help develop marketing and publicity strategies that enables small and medium size businesses capture market share from the ‘big players’ by creating brand recognition, enabling businesses to repackage and reposition themselves to attract more clients’ thereby increasing profit. We also act on your behalf as Event & Publicity planners.  Contact for an initial free consultation +234 806 899 7439

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1 Comment
  1. Very valuable information. I will send an email for a sample publicity plan and work with my interns to develop one.

Leave a Reply to Teresa L. Holmes

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Majestically Rare Ltd
Head Office | Suite B2 No3, Military Street, Lagos Island, Lagos

+234 (0)8068997439
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