Public Relations: How to Snag Free Publicity for Your New Business
So you’ve decided to take the plunge and work 80 hours a week for yourself to avoid working 8 hours a day for someone else. Or perhaps you’ve been in business several years and you’re tired of seeing your competitors get all the publicity.
Small businesses that generate a lot of media attention are often better off than those that don’t. That’s because media coverage establishes you as an expert and gives you credibility that can be far more valuable than paid advertising. Even if you can’t afford paid ads—and many sma ll businesses can’t—you can claim thousands of dollars in free print space and air time.
Send Press Releases
If you’re just starting your business, send a news release to local newspapers, magazines and trade publications that serve your industry. If you join your local chamber of commerce, ask if they can write a short item about you in their newsletter. A simple news release of one or two pages will probably result in no more than a few paragraphs in your local weekly newspaper, or just a brief item in your weekly business journal. But it’s a start, and it will let people know that you’re open for business. If your business is very unusual—for example, if you offer pet-sitting services—the media might call you for a feature story.
Continue to send press releases when you offer new product lines or additional services, speak in your community, conduct classes or workshops, receive media attention in major publications, acquire a patent, get a new contract, sponsor a contest or survey, make a significant charitable contribution, get an industry award or move into a new market.
But you must be far more aggressive and proactive than just mailing press releases.
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