Bill Gates famously said, “If I was down to my last dollar, I’d spend it on PR,” and few would argue against Gate’s business sense. Public relations can be a highly effective method of boosting your image and increasing business - even if your budget is minimal.
Press releases
Why pay thousands for an advert when a publication will print your news story for free? The key to getting published, however, is a well written release, targeted at the publication, and sent at the right time.
As most press releases are distributed electronically these days, it's vital it has an eye-catching title and first paragraph in order to keep editors away from the delete button. Research your target publications beforehand too; if your release is written is a similar style, it will improve the chances that journalists will use it un-edited.
It's no good sending a perfect press release if your timing is poor, however. Monthly magazines, for instance, have lead times of several months, so plan ahead and send releases in advance. If it contains sensitive information include an embargo date on the release.
If you're targeting weekly or daily papers keep in mind publication deadlines and send your release directly to the editor of the section you're targeting. Invest in a publication such as the Hollis PR annual, which lists contact details for publications and broadcast media, and maintain good relationships with any journalists you do have contact with - if they recognise your name they won't delete your emails.
Follow up
Editors often have tight deadlines, so prepare information in advance in case they request it. Have hi-res, 300-dpi photography available, create an electronic press pack, and be prepared to provide radio or TV interviews. If possible offer competition prizes in return for editorial coverage.
Target Audience
Figuring out your audience is a vital element of deciding where to send your releases, and don't forget to think small as well as big. Community newspapers, church newsletters and local blogs could all be an ideal way of reaching new clientele.
Word of mouth praise is also a highly effective and cheap form of PR, so encourage customers to talk about your business to friends and post reviews on message boards and blogs. Avoid posting your own artificial reviews or internet buzz, however. This is known as astroturfing in the PR industry and is likely to damage your reputation if you're caught out.
Creating your own blog or e-newsletter is also another easy and low-cost method of reaching your audience, make sure these are RSS enabled and registered to appear in Google news alerts.
PR consultants
Hiring a PR agency can cost thousands, but hiring a freelance PR consultant on a retainer basis could be a much cheaper option. Make sure they are a member of a professional PR organisation and aim to find a consultant that specialises in your industry.
By hiring a consultant to work one or two days a month you will benefit from their expertise and contacts without getting a vast bill – and the publicity they generate will soon cover your costs.
