How Small Business Can Use Free Public Relations

“PR plants the seed. Advertising harvests the crop”. Al Ries

A small business’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted "publics" (audiences) support it.  Using public relations (PR) is often missed by small business, says blogger Doug Hay.

Public relations is the tool to shape public opinion-both inside and outside the business. This often calls for "telling the story of the business" and forwarding its positioning. For example, a local restaurant with great food will get more new business from a positive review in a local newspaper (print and website) or magazine than paid ads. A company with a new software program for small business can get great publicity from an article in a magazine targeted to small biz.

PR is free and is much more believable than advertising.

This starts with a press release that will go to the media (e.g. local newspaper, magazine, etc).  Here are the steps to get a review or article or press release published:

1. The target public (audience) is determined i.e. who do you want to communicate to and what is the purpose of the communication.  E.g. A dentist opens who an office with a specialty of children’s services would want to reach local Moms (target audience). So what publications in print and online do moms read?

2. Research is undertaken on the subject of the press release. Get the facts as reporters may call with questions or to get additional information.

3. The release is written keeping in mind it must be newsworthy:

• It should have a strong news angle such as an event, important information, new discovery, drama, human interest or local angle.  e.g. the children's dentist release, there could be new information about fighting cavities.

• It must have a broad, wide-ranging interest to the target audience

• The release needs to be written in a journalistic style—not a marketing piece. It must be objective. The release needs to educate and inform not just SELL a product.  Give them the who, what, where and why.

4. Distribute the press release:

• Broad distribution using a press release service such as Market Wire who can get the release out to regional, national or international media outlets. This type of distribution is utilized to get the release picked up by as many newspapers (both print and online) and other media as possible. This is the most expensive option and would only be used if the release needs to get out to large numbers of people in several areas.

• Targeted distribution such as an industry trade magazine. In this case, the media is typically contacted in advance to find out what type of material they are looking for and other details.

• Local distribution – email it to your local newspapers, magazines, radio stations and TV.

5. Add the release to the company web site section called Media Room or  News Room i.e. an on-line media kit. This allows journalists to get more information on the company, the business owners and your products.

The media room should also have a summary of the company, bios of the owners, product details, pictures, etc.

6. Follow up in person to get the editors to publish the release as an article. You can easily search the Internet to see if it got published in an online edition.  You can set up a Google alert to track mentions of your business, product names and managers. As needed call the journalist to see if they need additional information but don’t be pushy—reporters hate that.

Once the press release is published, you can add links to your press room on the website.

Using public relations as a tool for small business marketing is often overlooked but could be the best promotion you could do.