PR for small companies too?


Size really doesn’t matter when it comes to PR. Any size company can benefit from publicity, but the practice is commonly misunderstood in the business arena. Most entrepreneurs think of it as something that only large corporations have a budget for and don’t realise the power of publicity and what it can do for a business to blow it through the roof.

Marsha Friedman of Event Management Services, says that when a story is written in a newspaper or magazine, it lends credibility to you and your company’s products and services beyond anything you could attain with advertising. And, it provides immediate positioning of you as a recognised expert in your field.

Give away information that people normally would pay you for and submit it to daily and weekly newspapers as well as other newsletters in your area.

You may think that giving away valuable advice will hurt you by tipping off your competition, but it is quite the contrary. It will establish you as someone who is a specialist on the subject and you will find that people will start to seek you out for business. People will be more likely to hire you if the media is writing about you or quoting you as an authority.

“Anything written is perceived to be true,” she advises, “therefore articles you’ve written that get published or articles with quotes from you, give you immediate positioning as the “go-to guy” in your field.”

A few different ways to approach the print medium are:

1) Write a “tips” or “how to” article – this is one of the best ways to get free publicity in newspapers and magazines. Offer lots of valuable advice and make sure it’s written well enough for a publication to run it without having to make any edits. Be sure to include your credentials and other boastful information to support your position as an expert – but be careful not to make the article a promotional piece. Editors are looking for content that will be informative to their readers, not a brag piece about you or your company.

2) Write an “opinion letter” – take a stand on a controversial issue or comment on an issue in the news and sent it to the Editor of your local paper – or to the Opinion Editor at other newspapers around the country. Don’t forget to put your credentials at the bottom of the letter so you get the recognition of being a published expert.

3) Create photo opportunities – local newspapers are always looking for interesting photos and images. Create a local event – a fundraiser, an art show, a local or national contest, etc. Then make sure to invite the local press to attend. But even if they don’t show up, get them a photo and press release right away while it’s still news!

4) Recycle your print coverage – turn one media hit into multiple hits by sending a reprint of a weekly newspaper story about you or your company to an editor at a daily newspaper, along with a pitch letter offering an angle different from the angle the weekly pursued. Send articles in trade publications to editors anywhere. Post articles on your website.

Marsha Friedman is the CEO of Event Management Services, Inc., (www.event-management.com) a leading US publicity firm.

Karla Jo Helms is the Vice President Public Relations for PostcardMania, (http://www.PostcardMania.com) named one of the fastest growing privately-owned companies by Inc Magazine
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