Table of Contents || Directory of Advertisers

Obtaining good public relations results for your own business is a lot like doing well in school. You have to apply yourself, do your homework, and be consistent. Do this and, in the end, you will get a good grade.

In business, unlike school, there is no teacher encouraging you to do your job. There is, however, plenty of motivation for even the most reluctant business owner to sharpen a pencil and hone PR skills. It can make the difference between taking your company to the next level or accepting mediocrity.

While advertising, whether a print ad or direct mail, is often a key component of an effective marketing plan, it costs money. The old adage, “repetition builds reputation,” is especially true in advertising. With advertising, the more exposure you want, the more you must spend. (Studies show that your ad typically needs to be seen a minimum of seven times in order to be effective.) Public relations initiatives, in the most simplistic terms, generate “free advertising,” or in PR speak—publicity and media placement.

Public relations campaigns provide an inexpensive opportunity to grow your business, while enhancing your visibility and credibility. It is not how big your budget is, but how creative you are in enticing the media to give you the placement or cover your story. Any company, regardless of size, can get significant media attention by doing a little homework and applying some focused effort.

Learn the three R’s of PR and position your business for straight A’s…

First lesson is Research. Do your homework. That means a crash course on the media in your industry. A good place to start is locally. Read the newspaper and local publications to see which reporters cover what areas. Make a list of reporters who are

covering your “beat” (business, food, lifestyle, etc.) to approach with story ideas.

Look for areas in the media that solicit information. Review the calendar page at your local paper or cable show, the Names in the News section or “kudos” section where new hires, promotions, new product/service announcements, and other related achievements are publicized free. Do not overlook the Letters to the Editor when you have something to communicate on a timely issue. This section of the paper has high credibility and offers lots of exposure. However, be sure to follow the newspapers’ guidelines and do not abuse the opportunity.

---

Remember, everyone is a client, prospect, or possible referral source for your business.

---

Second lesson is Resources. Think about questions that your clients ask you. Chances are that other people want to know the answers, as well. Share the information and insights you have on these topics. Write a short, clear, and concise release with relevant facts and a story relating to your topic. Then, contact those on your media list and ask a reporter for an interview or speak with an editor about placement. Do not be intimidated. This is how reporters get their ideas and you’ll be surprised how welcome your story ideas might be to them.

Recruit members of your staff. They probably have talents that can increase your PR efforts. One person may be great at networking, while another may be a gifted writer or a terrific speaker. Put them to work at what they