Publicity is non-paid communication about a company or product, although it often requires an investment in time and materials. Publicity is beneficial because it is perceived by consumers as being objective and credible. It is also relatively inexpensive. The major disadvantage of publicity is the lack of control you have over what actually appears in the media. While at times news agencies may contact you to do a story on your enterprise, you can seek out publicity as well, using several methods.
Methods for gaining positive publicity include:
• writing an article and submitting it to a newspaper or magazine
• contacting local TV and radio stations and offering to be interviewed, or letting them know about a unique or special farm occurrence (such as twin calves or blossoming fruit trees)
• publishing a mail or e-mail newsletter for your customers or people who subscribe
• speaking at local functions about your enterprise
• offering or sponsoring a seminar, demonstration, or special event at your enterprise and informing the media
• writing news releases and faxing them to the media
• volunteering
• sponsoring a community project or supporting a nonprofit organization or charity
• promoting a cause.
Additional information on marketing for agritourism or value-added agricultural enterprises can be found at the following sources:
• National Information Resource for Value-Added Agriculture (AgMRC)
• University of Tennessee Extension Center for Profitable Agriculture
