Developing a successful publicity campaign as part of an integrated marketing communications plan is hard work, but the rewards are worth the effort. Pam Lontos, president of PR/PR (prpr.net), a public relations firm based in Orlando, Fla., offers the following tips to boost brand awareness:

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• Get to know your audience. Understanding your audience and what appeals to them is important if you want to get noticed. Figure out what magazines your audience reads and what shows they watch; then read and watch the same things.

• Create news. Understand what your audience finds newsworthy, and develop your publicity around these issues. Tie your topic to current events and target your audience directly with story pitches.

• Solve your contact’s problems. When it comes to stories, each reporter and producer has a unique personality and unique needs. If you can figure out what they want, you make their job much easier.

• Give a great interview. Before an interview, take time to prepare three to five main points you’d like to cover. Then if the conversation goes astray, you can revert back to these points with ease.

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