http://www.forbes.com/2007/07/25/public-relations-kinko-ent-sales-cx_ll_0725howtopr_slide_2.html?partner=email

Public relations efforts offer what advertising can't--exposure with implied credibility. Yet not all business owners can afford to pay a PR firm's monthly retainer, which can be upward of U.S. $15,000. Here are some ways to save a buck by taking matters into your own hands.

Know Your Audience

Before you reach out to potential customers, figure out how they get their information on the kind of products and services you sell. One way to keep research costs in check: Ask a local university, trade group or Chamber of Commerce to tack on a few key questions to one of their surveys. Focus on pinpointing which sources people think are credible and what sorts of information catch their eyes.

 

Make A (Useful) Press Kit

Most of the time, reporters treat press kits like junk mail--but that doesn't mean you don't need one. All it takes is a word processor and a trip to Kinko's. The kit should include a clear description of your business and its goals. Also include a backgrounder on you--complete with interesting, relevant anecdotes that just might grab a reporter's attention--as well as copies of any media coverage you have received, testimonials from important customers or awards you have won. If there is an important technical aspect to your product, include an easy-to-follow description of how it works and why anyone needs it. (Note: Avoid any and all jargon; it will only hasten your kit's path to the circular file.)

 

Craft A Compelling Story

Trust us, most PR folks aren't particularly effective--mainly because they haven't bothered to really understand the publications they are targeting. If you plan on calling the press directly, spend some time figuring out the types of articles they tend to publish. "Advertorials" (puff pieces masquerading as journalism) won't fly at worthwhile publications. Instead, look for a compelling story angle, something that other readers (not just potential customers) can learn from. Be prepared to discuss specific challenges you have faced--pain sells, after all--and how you overcame them.

 

Take On Cheap Help

For better or worse, PR has made its way into many college curricula. Mine the local schools for eager interns looking to pad their résumés at rock-bottom rates. The smartest can handle calls to the press, hunt for local events you might sponsor or even develop a company blog to attract customers.

 

Apply For An Award

Like a positive news story, awards confer credibility. And there are sponsors aplenty, including the Better Business Bureau, your local Chamber of Commerce, trade groups and even trade and mainstream publications. Beware, though: Most judges are looking for any reason to cull the field of applicants, so mind the application rules unless you want to be summarily disqualified.

 

 

 

Rate this blog

   Report Abuse

Comments

From wei jing at Mon Aug 09 2010 10:23:32 GMT 0800 (China Standard Time)

UGG Boots on sale beauty with from UGG Classic Short Boots one of her favourite UGG Classic Tall Boots songs, Coco. She was UGG Argyle Knit Boots nearly 20 when she caught UGG Bailey Button Boots the eye of a dashing UGG Classic Cardy Boots .Above all Vibram Five Fingers, when you Timberland Shoes are doing Prada Shoes other there Gucci Shoes are different Coach Bags women’s are different Coach New Style Bags women’s women’s are different Coach New Style Bags women’s Louis Vuitton Bags for various Prada Bags occasions. Chanel Bags Let’s Gucci Bags say you Tous Bags can strappy Jimmy Choo Bags beach classic ghd Hair Straighteners or neutral beach classic ghd Straighteners or neutral beach classic ghd Straighteners sale or neutral beach classic ghd Hair Straighteners sale or neutral beach classic ghd Hair Straighteners on sale or neutral beach classic ghd Straightener on sale or neutral beach classic ghd Straightener outlet or neutral beach classic ghd hair Straightener outlet or neutral beach classic ghd outlet or neutral beach classic ghd on sale or neutral beach classic ghd sale or neutral MBT Shoes shaded MBT Sandals pump for formal Ray Ban Sunglasses, strappy sandals Chanel Jewelry for the evening or sexy Chanel Jewelry online for the evening Tiffany Jewelry and beach.

-----------

From dgff fdgfh at Tue Aug 03 10:09:52 2010

linda It's unfortunate that those who could best benefit from the Gucci Shoes Sale won't read it. They'll simply see it as an dunk low on a sacred icon. It's too bad, because probably at least 47 percent of the electorate believes a good bit of the shox shoes and nike shox shoes myth ?not a comforting thought. The author's Air Jordan Shoes and Air Jordans are reasonable look at the huge discrepancy between what Reagan supposedly did and his actual ugg classic boots. It is not Reagan bashing, though certainly some much-needed balance is achieved in assessing Michael Jordan Shoes's presidency. He is most assuredly correct to suggest that if we are to have a Coach Handbags at a bright future, we must, at the very least Cheap Jordans, move beyond myths. The book does tend to be a bit Cheap MBT Shoes and repetitious.

-----------

From Ankur Barua at Fri Oct 24 2008 16:13:08 GMT-0700 (Pacific Daylight Time)

very useful material.

-----------

---

Leave your comment(s) below: