A Cost-Effective Public Relations Plan

If one of your major business goals is to get your company/product’s name out to the most customers but have a limited budget, consider these seven basic steps to creating a plan: Decide who your target market(s) is. There may be more than one, but your target market is not everyone. A good way to find out is look at who currently buys your product or service and create a profile of them. Write down three strategies you will use for each market. They can include: • Speaking/workshops • Press releases • Articles • Ezines or print newsletter • Letters to the editor • Postcards • Networking events • Blogging • Podcasting/Videos • Social Media Set a measurable goal for each strategy. How many speaking engagements do you want each quarter? How many releases will you send out each month? Write down several topics or themes. Create at least one for every goal you set. Learn how to do each of the strategies by researching. There are hundreds of articles and tips on each PR strategy on the web. All will help you implement your plan better. Schedule time each week to work on your goals and strategies. Research shows that a small business needs to spend about 20% of its time marketing. And if you’re a new business it’s more like 50%. Evaluate every 3 months to see how you’re doing. You may find that some strategies aren’t working well, and others are really paying off. This way you can discard what ineffective and change your focus, if you need to. Businesses that want a leg up on their competition need to focus on boosting their public relations efforts. This keeps them from going under when the economy is weak, and gets them ahead of their competitors when sales start picking up.