PR Secrets for Small Business

Most small businesses do little to no public relations (PR) to promote their businesses. The reasons are fairly common. No one within the small business knows the mechanics of writing a press release, and if they did, they don't know what to say. Instead, small business owners wait for a local reporter to stop by or for a trade publication editor to notice them at a trade show. Most small businesses are still waiting, but a select few luck into their moment of fame; and when it comes, Wow! what an impact it can have.

Since most small businesses don't do a lot of PR, the media is more responsive when they do. Media outlets typically get releases from big companies, so a release from a lesser known business will stand out. Here are a few secrets to getting your release picked up:

1. It can't read like sales copy! Put yourself in the reporter's shoes. Read your release and ask yourself "is this really news?" A press release that reads like a promotional flyer will never make it into print or prompt a reporter to call for an interview.

2. Create a good headline. This is your one chance to get a reporter's attention. Keep it short and catchy. Again, it can't read like a billboard advertisement or it will go in the trash.

3. Keep your release to one page typed at a 10 font double-spaced. Three to five paragraphs are enough. Don't tell your whole story because the purpose of the release is to spark enough interest that someone will contact you to write a complete story or schedule an interview. Do tell enough of the story so that it stands alone without further explanation in case someone uses it "As-Is."

4. Build a good distribution list. Identify the contacts of the media outlets for which you feel your story is best suited. Our firm distributes all PR directly to email contacts. If you can afford it, send a product sample or other physical information to specific media outlets.

5. Paste your release in your email message. Don't send an attachment to a media outlet. Attachments such as Word documents may be picked up by virus protection software, and your release will never make it to the intended recipient. Always put your contact information at the top of the release with the release date.

6. Get help. Although you may not need a full-time PR firm for day to day business, it could be worth the investment during the launch of new products or services. A PR firm will get you better results and save you time since it is their business. There are also many good freelance writers who can help create press releases. A well-written release can get you a lot of mileage.

Long-term PR can really impact the bottom line. People read and listen to stories more than advertisements. If done properly, PR can put your company in a very high profile position. The recognition can impact existing customers and help bring in new ones. Often your partners and vendors feel a positive affect from your PR as well. By following these simple guidelines you should have a foundation to get PR started for your business.

Doug serves as the Ringmaster for Edge Marketing overseeing the business operations. His passion is for helping small businesses and start up companies achieve their revenue growth goals. Doug serves as Executive Director of Entrepreneurs Alliance of Indiana and sits on the board of the Business Marketing Association of Indianapolis, Rainmakers Marketing Group and Crossroads Communications (Radio Station Cluster).

More information about the author is available online at http://www.goedgemarketing.com

In The News:

pen paper and inkwell


cat break through


How to Create Quality PR Results

For many of us, the word quality is closely related... Read More

Effective Media Relations Tips- What To Do After The Media Interviews You!

Effective Media Relations Tips - What To Do After The... Read More

Publicity: When Calling a Reporter, Keep it Short

When you are planning to call a reporter for the... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

Make Front Page News By NOT Inviting The Media

Not a single reporter showed up at our news event.... Read More

PRs Big Bang Theory

Lots of theories out there about public relations.Everything from "publicity's... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

Doubt PRs Clout? Dont!

Done right, it helps modify the behaviors of your most... Read More

Knowing the Community

You are in business for yourself, but how well do... Read More

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Publicity: Three Tips on Writing a Press Release

Use journalistic styleReporters are busy. Just like you.So when you... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

PR Campaigns ? How To Get To Grips With The Media

If you're serious about getting great results from your PR... Read More

How to Get Some of Paris Hilton?s TV Time

When your book is mentioned on television, sales go up.... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

Underestimating the Power of In-House PR

Do small-business owners always have to rely on large PR... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Etymology- How Words Change Over Time

Etymology is the study of the origins of words.As languages... Read More

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

Anchor Your Relationships

I heard a speaker recently who was talking about how... Read More

Publicity: A Financial Planners Best Marketing Friend

There's an old African proverb:"If you think you are too... Read More

Why PR is an Engine for Economic Growth

Business, non-profit and association managers committing their public relations resources... Read More

Credibility Lost or Gained, Are you Prepared?

If a reporter approached you about an interview, would you... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More