Publicity: Make Sure You're 'Covered'

Publicity: Make Sure You're 'Covered'

No matter what type of business you're in, you need people to know about you. You can gain exposure through a variety of ways, some of which cost money and others that do not. In light of the recent economic conditions, I'd like to focus on one of the "free" options that are available to you.

Public relations, also known as PR, means gaining publicity through topics of public interest or the news, rather than through advertising and other paid promotional efforts. Many business people think PR is something that can only be done with the help of a PR expert. While PR experts do have a specialized knowledge of how they can gain exposure for their clients, it is possible to do your own PR. Here are a few ways:


* Make yourself known in the community. When something happens with your business - an expansion or a new hire - send a press release to the local newspapers to inform them of your news. They may either print the release or follow-up with you to write an article. Also try to take advantage of local sponsorship opportunities as a way to get your name out in the community.
* Be a reliable source. When a member of the media calls you, always take his or her call. Being featured in an article is a great way to get some free PR. Be honest and patient with reporters and try to answer all their questions. Send them additional informational materials if you think it will help them with their article. If you aren't able to help them, try to direct them to someone who can help. By doing so, you will be putting yourself foremost in their minds and they will likely call you back again.
* Establish yourself as an expert in your industry. These days, many reporters do their research online. If you have a strong website that features your published articles and whitepapers, they will call you for your comments on a particular article. Also, try to get published in any trade publications within your industry.
* See if you can write for a publication. If you can offer valuable insight and are a good writer, you might actually get paid for an article you write while gaining some PR in the process.

There are many good online resources regarding public relations, including prweb.com and publicityinsider.com. Solid Oak Consulting can also assist you. For more information, please contact me: Tom Long, SolidOakConsulting.com, 708-524-0886.