Public relations is one of the least expensive, most effective forms of marketing there are out there. And, the best news is that PR can be done easily by small businesses. PR creates great buzz in the community. Large companies like Body Shop and Starbucks largely built their businesses on PR and word of mouth marketing.
How you ask? Well it's simple.
1) Find something that might be of interest to the local media. If it ties into a recent trend, all the better. For example, Home Staging for sale is a big trend in real estate and on Home Improvement TV right now with new programs like "Sell This House", "House Doctor" and "Take this House and Sell it". If you are a home decor designer, how do you take advantage of this trend? Well, get some training in Home Staging.
2) Once you have credibility through your training, what next? Well, you start with a press release. This is a one or two page description of what you think is news worthy. Talk about the trend, and what your firm has to offer. Have show and tell info (e.g. before and after pictures, or something related to the news).
3) Make sure that you include your website address, email address and phone number in the press release.
4) Make sure that your wesite contains info on this new trend, with some "freebie" information that helps the reader. You can link or refer to the news article once it has been published. Email to any potential customers with the link to the article or to your website with a reprint of the article.
5) Print copies of the news article as hand outs for any walk in traffic.
You can also tie your PR campaign into a special event. For example, if you are a decorator, you can do a before and after Home Tour event, inviting your clients and potential clients. Invite the press to the event and provide a press release. You can also tie in with other companies. For example, if you are a decorator, tie in with a local paint store or builder. An event takes a bit more work than just a press release, but, it increases the likelihood that the local media will pick up on your story.
Good luck and good buzz.
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