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Whatever your line of work, I’m sure a family member, friend or neighbor has asked you for some professional advice. I can’t tell you how many times someone has asked me for advice related to marketing and public relations. “How do I get the word out about my business? How do I promote it without spending a lot of money?” I often get this question from small-business owners who typically have just a few employees — the kind of entrepreneurs who wear many hats.
Delivering a great product or service is the best PR strategy.
Before I share a few of the DIY PR tactics I would implement, I’d be remiss by not saying that all the publicity in the world will be useless if your business doesn’t deliver on its value and promise to its customers. If you do not believe you are providing an exceptional product or service, stop reading this article and fix that first. A parade of happy customers spreading the word about your business is the most effective public relations strategy any company could ever have. Your message is only as good as your products.
The last time I got the “How do I spread the word out about my business?” question, I was at the local gym watching my son’s basketball game. I was sitting next to a local accountant whose son was also on the team. I initially pointed out to him that there is a ton of useful how-to information online about doing your own public relations for your small business. But, of course, he pressed on with, “C’mon, I’m just looking for a few tips.”
So, here are a few bits of advice I offered to the accountant while we watched the last five minutes of the basketball game. I put myself in his shoes and thought, if I didn’t know anything about public relations, what would I do to generate some publicity for my small business?
The free weekly newspaper in your driveway is read by your customers.
When people mention the word “publicity,” they’re usually referring to press coverage. If you’re a small-business owner, a positive mention of your business on a national TV program would be amazing, but let’s face it: Your customers are probably reading the free local newspaper that gets thrown onto your driveway each week. You know the one. I read it. You read it. We all read it.
Before you pitch your favorite national publication a story idea about why your business should be on the cover, make a connection with the reporters at the local newspaper your potential customers are most likely reading. At the end of the day, public relations is about reaching the public, and even just a mention in the…
