Getting The Word Out - It Doesn't Have
To Be Costly
by Alfred Lautenslager
getting the word out about your business or event does not have to be
costly. In fact a lot of PR can be done for no cost at all. Its been
mentioned that realizing PR needs to be done is half the battle.
you decide there is a newsworthy event or announcement about your
business, you need to get the word out. Doing it in the most cost
effective manner possible is key. Cost management of all marketing is
one of the foundations of successful businesses. PR, in fact, can and
should help bring revenue in that can be re-invested in other
marketing as the business grows.
the first things that start the whole publicity ball rolling for an
event, an announcement or any newsworthy situation is a press release.
Press releases are a way to communicate with the media, customers,
prospects and any others that are affected by your business and media.
For the price of a few faxes, emails or postage stamps, you have a
high probability of getting news about your company published for all
times, being a member of a local Chamber of Commerce or other civic,
community organization, entitles you to Business After Hours, Grand
Openings and/or Ribbon Cuttings. These are usually benefits of your
membership dues and/or offered to members at low cost. All businesses
large and small should take advantage of this and the many other
marketing opportunities offered by community groups. Many times the
mayor or other local official will show up to welcome a new business
to town (especially when invited). When the mayor gets involved in an
event there are usually photographers and reporters around
representing newspapers, television and radio programs. This increases
the probability of published PR immensely.
opening event or other occasion where you are inviting others to your
business needs to be carefully planned out. Part of the planning can
involve offering a guided tour of your facility, no matter how large
or small. Be proud and start the relationship building process by
showing others where you hang your hat.
part of the planned event, samples can be offered, demonstrations can
be scheduled and your business in operation can be showcased. You will
be surprised at how the media will turn this into news and feature you
somehow, someway in the publication they represent.
Planning for the media is just as important as planning the event.
This primarily entails having available, a press kit for the invited
and attending media. A press kit can include fact sheets about your
business and products, Frequently Asked Questions, any feature
articles you may have authored and the like. A copy of the just
released press release should also be part of the kit. Contact
information and a business card will allow for any follow up by the
Although not necessary for media exposure it always help to share with
them any promotional items or favors that you will be sharing with
customers. You never know whom the media person will pass it on to.
Building relationships with all involved will be what continues your
PR. Whether it is current friends and associates talking to their
friends and associates, or relationships that you build during the
course of doing business, all will be important to spreading positive
"word of mouth" comments about your business. This will require
showing up at anything and everything and following up on all those
you directly come into contact with.
more than the event, the tour or your press kit. Everything you say
and do is part of your identity and thus part of your relations with
the public. The objective is for you and your company to be visible in
the public eye on a regular basis. PR that you undertake yourself can
be a primary way to grow your business and become known.
the PR side of your business takes time and a lot of effort. If you
have the energy, passion, desire and drive, you can many times carry
out a very effective campaign that others will talk about over and
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