Q: What tips or tactics would you recommend to generate visibility for a start up?

A: As well as establishing a presence in social media, you should work on generating traditional media coverage. Interviews and articles that are published can then be disseminated via social media networks and add to the viral message about the product or service. Traditional media outlets also have on-line versions, so it's easy to link to the article they've published or clip they've aired.

Often the name of a traditional oulet (say CNN for example) will add weight and credibility to your message.

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Just because a reporter asks you a question, doesn't mean you HAVE to answer it.

Just take a look at what happened during Justin Bieber's wide ranging interview with Rolling Stone Magazine. He was asked some questions that really shouldn't have been asked of a 16 year old and felt obliged to answer them.

A media training session would have taught him how to deal with such questions. It would have shown him ways to bridge back to safer topics. Items that he felt comfortable talking about.

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When the tactics you're using to communicate become the story, you've failed to communicate your message.

Consider the Ontario Coalition Against Poverty. Quite often the story becomes about the tactics they're using. Just look at last week when they stormed the City of Toronto's budget committee meeting. Do you remember what their concerns were? Did the media outline their concerns/key messages. No, the media talked about the number of OCAP protesters arrested and Doug Ford telling them to "get a job".

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Premier Dalton McGuinty addresses the business community at Oakville Chamber of Commerce luncheon - Feb. 11, 2011

While I don't agree with his political views, from a communications perspective, his presentation was a slam dunk. He spoke well without relying on notes. He came out from behind the podium and connected with the audience. A multimedia slide presentation added to the points he was making. He obviously had some good PR advice in pulling this together.

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Looking to get into the news?

Keep an eye out for trends that help reinforce your key messages. Insert yourself into the story.

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Is any news good news?

Contrary to popular belief, not all publicity is good publicity. A negative story can undo years of positive brand building.

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How can the Dragon's Den help your business?

Appearing on the show can be great for your brand. You don't have to be loved by the Dragons to be a winner. The visibility can help you promote your brand. Prepare well and communicate your key messages.

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You're an expert...so why don't you share it?

Who knows your business better than you do? Nobody, that's right. You're an expert in your field. It's time that you pat yourself on the back. Share your successes, your challenges, the things you've learned over the years. Promote your expertise.

• Write a regular blog sharing tips or offering people value.
• Keep clients and potential clients up to speed on what you're doing.
• Approach local or industry media and offer to write an article.

Often doing things like this (offering some insight about what you do for free) will be enough to pique someone's interest. It could lead to client meetings and lasting relationships.

But don't stop there...

Take it a step further...

Engage larger audiences. Develop a proactive communications strategy to keep your business (or yourself) in the news. Building relationships with bloggers that cover your industry can increase your appearance in web searches. Keeping in regular contact with industry media can ensure you're quoted in relevant articles. Most publications have on-line versions as well so, again, you increase your appearance in web searches.

By getting others to talk about your business, you build credibility as well as visibility. It's a kind of third party endorsement. It also builds a relationship with your customers that's more like a dialogue than simply blasting slogans at them.

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