As any public relations (PR) firm will tell you, PR helps the public understand your company and its products, and creates a strong image of your company to the outside world. It’s very popular among small businesses for a simple reason: It’s generally a lot less costly than other marketing tactics such as advertising. Typical tactics include:
- Press releases. These are news stories that you write yourself (or have someone write for you), then send to industry publications, local newspapers and/or other media outlets to publish on your behalf. Essentially, it’s free marketing.
- Event sponsorship. Check into participating in, or even sponsoring, a charity event in your area. You’ll get exposure to a large, diverse audience while performing an image-boosting public service by helping your community or a cause.
- Articles. Local and trade publications often look for content. So write about your business and/or industry, and you can position yourself as an expert. Your name recognition can lead to more exposure for your business.