The BizFilings blog covering business tips and trends.
Part 2 - Promote your business with $0 budget: 3 PR tactics
Published on Mar 26, 2012
Read 'Part 2 - Promote your business with $0 budget: 3 PR tactics' at 'Time to Start Up,' the small business blog by BizFilings.
By Brooke Miller Hall
Public relations play a part in any well rounded marketing plan. Here are three PR tactics that you can try for little or no cost.
1. News releases
Announce promotions, new hires, product launches and innovative services through news releases. To reach your target customers, think about what publications (print and online) they’re most likely to read.
Most publications’ web sites have an e-mail address, fax or online form to submit news releases.
Just remember, since you are not paying for this service, your news release might not get printed – or it could be edited, combined with another story or held for several months until there’s space to print it.
2. Expert columns
Publications are most likely to print your submissions if you provide valuable information to their readers. If you own your own business or play a key role in one, than you have specialized knowledge that could help others.
An accountant could share record-keeping tips. A jewelry maker could highlight the latest trends. A chiropractor could illustrate warning signs for potential back problems.
Once you narrow down your topic, research publications run that similar stories. Again, target those your would-be clients are reading.
Then call the editor and propose your story. Many are overworked and will welcome free content – and they may even help you refine the article to attract maximum readership. Plus if you develop a good relationship, the editor may contact you as an expert source in future news stories.
Once it’s published, link the article to your social media pages and corporate web site.
3. Speaking engagements
Another way to enhance your reputation is sharing your knowledge and answering questions at speaking engagements.
Try giving a presentation at the Chamber of Commerce lunch meeting. Or holding a workshop at the library. Or manning a booth at the high school career fair.
Civic and trade organizations offer a great forum. They typically have monthly meetings and are looking for speakers.
Think about where your customers are. What organizations do they belong to? What web sites do they frequent? What publications do they read? That’s where you need to be.
See our previous post about Public Relations 101, and look for an upcoming post on when to use PR and when not to.