News
 Can
Small Businesses Benefit From PR?
Size really doesn't matter when it comes to public
relations. Any size company can benefit from
publicity, but the practice is commonly
misunderstood in the business arena. Karla Jo Helms
went in search of the many benefits of PR.
Most entrepreneurs think of it as something that
only large corporations have a budget for, and don't
realize the power of publicity and what it can do to
blow a business through the roof.
When you're invited to appear as a guest on a radio
or TV show, or a story is written about your company
in a newspaper or magazine, it lends credibility to
you, your company, or its products and services,
beyond anything you could attain with advertising.
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, like the chamber of commerce and real estate
magazines that have listings advertised, as well as
national publications that complement the real
estate industry.
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 an authority 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
they first read about you in the media being
referred to as an authority.
There are many ways a person can position
him/herself as an expert. An easy way to start is
with print. Obtaining coverage in newspapers and
magazines is a key factor in creating your image as
an expert in your industry.
There are several ways to approach the print medium:
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 heavily edit. 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 send 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.
3) Create photo opportunities. Local newspapers are
always looking for interesting photos and images.
Create a local event, like a fundraiser, art show,
or contest. Then make sure to invite the local press
to attend. And even if they don't show up, get a
photo and press release to them right after the
event, while it's still fresh 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 a different angle. Send reprints
from dailies to national publications. Send articles
in trade publications to editors anywhere. Post
articles on your Web site.
---Source:
Karla Jo Helms is vice president of public relations
for PostcardMania (www.postcardmania.com). Edited
excerpts from Direct Magazine’s October 10, 2007
issue (www.directmag.com).
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