Public Relations
Inexpensive Public Relations Tactics
By Barbara Gibson
Sep 7, 2006, 11:51

Effective PR campaigns cultivate name recognition, enhance the public image of your company or help introduce new products or services. PR campaigns should supplement existing marketing efforts whose primary objective is to sell your goods and services.

You can create effective PR for your company without spending a fortune. Here are a few inexpensive PR ideas:

• Send out press releases. Target the local and industry-specific press and keep them abreast of developments within your company. Try to develop a relationship with these organizations so your press releases get the attention they deserve. Learn the names of the editors at each publication as well as the way they would like to receive their press releases, which is often by email.

• Use PRWeb.com. PRWeb.com is a site that specializes in the collection and distribution of press releases. You can also use PRWeb.com to send a general “PR blast” to editors and interested parties who have signed up to receive press releases in your industry. You can use PRWeb.com for free, but it’s worth spending a little extra for the statistics and improved online press release positioning.

• Get involved with industry-based organizations. For example, if you run a business that sells to the property management business, why not participate in your local apartment association? It generates positive buzz about your company, provides fantastic networking opportunities, and extends the image of your business as a player in your field.

• Get involved in the community. Businesses can gain local name recognition by supporting neighborhood clubs and not for profits by donating your time. Junior Achievement, local theatre groups, and local sports teams are some of the endless list of organizations ready to enlist your help. For example, if you own a design firm, donate a brochure design to a local non-profit that is in dire need of new marketing materials. You can also offer to sit on the board of a local non-profit organization.

• Donate to charitable causes. Most charities accept donations in exchange for advertising in a program book or some other form of public recognition. Ideally, select a charity where your contribution will be seen by your prospects. For instance, if your customers are more likely to watch their kids’ baseball games than musical concerts, sponsoring a Little League team may give you more bang for your buck than making a donation to the local orchestra.* Charitable giving promotes the image of you and your business as committed to giving back and community building.

*Of course, if you love your local orchestra, include it in your charitable contribution plans. It probably needs support more than the Little League does. Just don’t expect to have the same PR impact.

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