| The Internet has done wonders for small businesses. A killer website has become the great equalizer in terms of a company's ability to create an image of quality—just like the big guys. But there's another secret weapon for small businesses that is often overlooked—Public Relations (PR). Properly understood and used wisely, a PR program can create buzz, generate sales leads, and help you build your "brand" regardless of what product or service you sell. But conducting an effective PR program does require some time and attention. You may want to consider the use of a qualified outside resource to help with your PR program. But if not, there’s still plenty you can do to start creating buzz. Let's take a look at some of the most effective PR tactics and some guidelines for utilizing them. News Releases
One of the best ways to get publicity for your company and its products and services is by writing a news release that summarizes the story, and getting it to the appropriate media audiences. Some tips: - Put the news release on company letterhead and include a contact name and telephone number.
- Write a bold headline that summarizes the content of the news release.
- Cover the five W's—who, what, where, when and why.
- Provide as much detail as you want, but avoid using jargon.
- Coimbra cheap hotels Focus heavily on the benefit of the product or service to the end user, rather than focusing on features.
- Don't worry about length. Write as much as is necessary to explain the product or service.
- Conclude the release with a one-paragraph summary of your business.
Target publications typically include local newspapers and business journals, regional industry newsletters, and industry trade publications. Think about what media your customers read, and mail the release to the managing editor of those publications. Customer Case Studies
One of the most credible ways to demonstrate your company's abilities is to write about successes you've had with existing clients. Generally, case studies should be written in a problem/solution format, with an emphasis on your solution to their problem. - Get permission from the customer. Allow them to review the story.
- Formulate a list of questions that cover the five W's.
- Interview your customer. Encourage them to give as much detail as possible.
- Write a headline that summarizes the project, then write the story. Do not worry if you don't consider yourself a writer. Reporters and editors re-write stories anyway.
- Again, focus on benefits and customer results.
Many trade magazines will publish case studies, but if they don't, don't worry. You can still use your case studies as sales tools with customers, in your newsletter, or on your company website. Hot Topics/Quoting Opportunities: Become An Expert
When you read articles about your industry, do you ever wonder how come reporters interview certain people ... maybe your competitors? Somewhere along the way, those individuals have had contact with that reporter and have become, in the reporter's mind, an "expert" in that industry. The good news is, you can be one too! - Call and introduce yourself to the editor or to the reporter who covers your industry. Give them your credentials and let them know you are a good source for information and quotes.
- If there is breaking news on a hot topic in your industry, call the editor/reporter and offer your perspective and opinion.
- If there is an emerging industry trend that you have knowledge of, call the right reporter and tell them about it. Offer to be their resource for the story. Reporters love to be the first to cover an emerging trend.
- Many newspapers and magazines publish a calendar of news topics they plan to cover during the year. You can usually find this list on their website. Try calling the editor/reporter in advance of their publishing date and offer to be a spokesperson on topics in which you have particular expertise.
Don't be intimidated by calling reporters. But be sure you have something to offer them. They are busy and get many calls to cover companies' products and services. The way to stand out is to truly be a resource and to add value rather than overtly seeking publicity. There are many more PR tactics at your disposal, but these three ideas can help get you on your way. You’ll be amazed at how the phone rings after you and your company are featured in the news! > See also: Marketing, Advertising & Sales | 
