1.

Define your audience

Every public relations campaign for a new business should first develop a good idea of who their target
audience will be. Depending on their products and services, a company can tailor their marketing
approach according to the demographical information of their prospective customers. For example, a
childrens clothing store can easily target grade school children (ages 8-12) by selling the latest school
fashions and accessories. Their newspaper and television ads can primarily focus on contemporary
casual school wear with a friendly back-to-school theme.
2. Define your competition
The next important step is to identify the competition. Every business has competitors, and it is
extremely important for new business owners to thoroughly study their opposition so they can work
aggressively to outdo them. Such information can be obtained by visiting their opponents websites
and by studying their different marketing materials and pricings. For example, a car wash that is
located two blocks away offers new customers 15% off their deluxe wash. Entrepreneurs can have a
competitive edge by offering their existing customers 20% off as an incentive to stay loyal, and they
can recruit new customers by advertising large posters at local gas stations.
3. Determine your advertising budget
After identifying the target audience and any major competitors, entrepreneurs are now faced with
determining the most effective way to publicize their business. Advertising a new business is not a
cheap endeavor. The entrepreneur should establish how aggressive their approach will be in winning
over potential customers and how much they can afford to pay for their marketing strategy. For
example, if an entrepreneur of a small flower shop can only afford to use print media, they can use
their advertising budget towards posters and fliers that can be distributed locally and then use a
portion of the budget towards newspaper and magazine ads. If one large ad is too expensive, they may
opt to place smaller ads in newspapers and magazines more frequently.
4. Self vs. hired professionals
Once an advertising budget is determined, the entrepreneur can now decide whether they will need the
help of a public relations specialist to promote their company. There are many cheaper alternatives
rather than hiring a public relations specialist, including the use of newspaper advertisements, posters,
direct-mail notices, blogs, etc. to lure prospective customers.
On the other hand, a skilled public relations specialist can easily provide more aggressive methods of
publicity. Since they will most likely have proven experience in the given field of industry, they can
effectively convey accurate information to the target audience through more outlets, including local
and national television commercials, in-store item positioning and sales, and various packaging styles
and techniques in order to gain new and repeated customers. A public relations firm can also help
devise many suitable topics for public relation statements, including announcements, communicating a
change, stating an opinion, or revealing a finding.
The following ideas can be used to develop effective public relations for a new business:
1. Media outlets
There are different kinds of media outlets which business owners depend on to promote their
enterprises. Print media refers to any image or text that can be produced on paper or on objects.
Posters, brochures, catalogs, daily newspapers, business journals, fliers, and newsletters are some
forms of print media. It can also comprise of billboard advertisements and items which contain
company letterhead and promotions (i.e. pens, key chains, etc.). For example, a jewelry store can rent
billboard space and place their billboard advertisements along busy highways to lure customers, while
a local bank can advertise their grand-opening on promotional key chains and pens.
Common broadcasting media include television and radio markets. It is common for many businesses,
small or large, to resort to this form of public relations since it provides a fast and efficient method to
gain local, regional, and national recognition. Entrepreneurs also like to use this broadcasting approach
since it repeatedly reminds listeners of any grand openings or up-coming sales during their normally
scheduled television viewing and radio listening times. For example, a department store can choose to
advertise their television commercial during the evening news. Throughout that timeslot, many people
who are watching the news can also be aware of any sales and in-store promotions the department
store chooses to broadcast at that time.
2. Bartering or trade-out
Another successful method of public relations for a new business is the use of bartering. When a

company practices bartering (trade-out), they simply exchange their products and services for free
radio airtime. Many radio stations benefit from bartering since the products and services can be used
for their on-air contest prizes. In the same respect, companies can use this trade-out as a platform to
aggressively advertise their company. For example, when a local fitness center barters with a radio
station, they can exchange several free three-month memberships to their gyms for every 5
commercials that the radio station plays. Bartering is certainly an effective means of advertising for
both parties involved.
3. Get the management team involved
A companys management team can play a very vital role in the success of a business. They, too, should
be part of a companys public relations campaign. Entrepreneurs are encouraged to inform their
management team of the progress of their companys sales and even get them involved when
brainstorming different ideas to increase overall transactions of their offered products and services.
The management team can greet customers when they enter the store and inform them of any free
trial periods currently offered. Management can even pass out different sample products in the
storefront in order to entice potential customers. A perfect example of the management approach to
marketing can be found in any local mall. On a typical weekend, one may discover that their local mall
ice cream shop has a new flavor. To promote this new ice cream flavor, the companys staff members
can simply offer free edible samples to different people passing by and even give discounts to those
who purchase a cone or sundae of the new flavor.
4. Network through existing customers
Existing customers serve as an essential component for a companys success. If a customer is pleased
with the products and services offered, they can simply converse with others about their delight in a
company. This positive word of mouth is transferable and a good way to gain prospective customers.
Companies can also offer their existing customers promotions or rewards for helping them recruit new
patrons to their business. For example, a residential management team can offer monthly rent
discounts to new tenants who agree to sign a one year lease with them. Not only do the new residents
save money, but existing customers who refer family members and friends can also receive continual
rent discounts.
5. Always position yourself as an expert
Customers always feel a degree of satisfaction and comfort in knowing their inquiries were addressed
by an expert. Therefore, it is vital for business owners, their management team, and staff to establish
themselves as specialists in their chosen field. They should know everything about their products and
services and be ready to answer even the most detailed inquiry with confidence. For example, a
college-aged, health conscious customer went to three different health food stores looking for a
particular grain that is high in protein and fiber (called quinoa). In all three stores, the staff had no
idea what she was referring to or had never heard of the word before. Discouraged, she went to a final
location to find this product. She was amazed to learn from the sales clerk that not only did they carry
this product, but that he was also able to provide background information about the product and of the
different varieties available. This customer was so pleased by her encounter that she not only referred
her friends to shop at this store but she also remained a loyal repeat customer for many years.
6. Website development
Another way new businesses can gain customers is through the use of their website. A professionallooking, user-friendly company website can have a competitive edge among others since many people
enjoy the convenience of shopping online. Many companies can further raise their profile by employing
the help of a professional webmaster for search engine optimization and affiliate posting to increase
the flow of online traffic to their company website. For example, if someone is looking to buy fine
silverware and dishware, they can simply type fine silverware and china during a web search and will
instantly find sites that exclusively sell these products. In addition, there is great marketing value
when a company decides to post their advertisements on affiliate sites and vice versa. By linking
different sponsors and associates on a companys website, entrepreneurs can easily raise their
recognition since they can be listed on many different sites.
7. Community involvement and public speaking
A new company can boost their profile by participating in several non-profit organizations and
community-related services. First, a business owner should identify some local causes they may find
worthwhile and promote their business in the process. For example, the owner of a trendy womens

boutique can decide to become involved in breast cancer awareness and research. Through active
participation of high-profile community marathons, bake sales, and events, the entrepreneur can gain
recognition, especially if they advertise they are a sponsor. In the same respect, the entrepreneur can
also speak out during public events about breast cancer awareness as well as donate a portion of any
item that was bought in their boutique towards breast cancer research. This type of public relations
can be beneficial for both parties since community involvement was an effective way to raise money
and awareness for the company and for cancer research.
Public relations are extremely important for a companys success. They can include everything from
networking through existing customers to active participation of community-related activities as well
as targeting the assistance of television and radio to advertise their company. If a company decides
that the broadcast media is the most effective outlet to improve their business, they can write a press
release to a local newspaper to make an announcement. They can also seek the assistance of a public
relations firm who can conjure different topics for all public relations statements. If done properly, a
public relations campaign can add to the popularity, profitability, and trustworthiness of a new
business.
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Here at PR in Your Pajamas, we often talk about PR trends and the new demands they place on PR professionals.
These fast and frequent changes keep us on our toes, requiring us to develop new skills on the fly.
But in this post, Id like to go back to basics. Lets remember the time-tested, essential PR skills we need. These skills
are so important, so foundational, that I dare say they have and will continue to withstand the test of time. They
transcend technology and fads.

G o o d O l d - Fa s h i o n e d P R S k i l l s
1. Writing
Forget what they say about how people no longer read these days. Even if the majority of your audience prefers video
to text, you still need to know how to communicate by putting words on paper.
Id like to point out two specific types of writing that we need to know and master to succeed in PR. The first is
journalistic writing. Knowing whats important, and communicating the essential parts first. Writing in a way that grabs
the attention and interest of readers immediately. If youre more of a creative writer, dont despair. Journalistic writing
can be learned.
The other type of writing we need is copywriting. Copywriting is simply selling in print. Its using words to hook your
audience, align with their personal goals, and motivate them to do what you want. Copywriting is applied, not only in
the written word, but also in radio and video. The basis of copywriting is persuasion, so if you know copywriting, you
also inadvertently become a more effective persuader.
2. Interpersonal Skills
PR is all about interacting with others. You need to build rapport and effectively relate with the C-suite (whether your
own companys or your clients), technical experts, sales people, the marketing staff, journalists, customers. Strong

people skills will open many doors for you, and make PR work much easier. On the other hand, if you hate interacting
with people, youll probably hate PR work.
3. Negotiation
Negotiation skills are also essential. You negotiate with decision makers to get their buy-in on the PR campaign. You
negotiate a story with journalists and editors. If you know how to create win-win situations, youll be successful in PR.
4. Media Awareness
Can you be good in PR and dislike actually consuming media watching TV, listening to the radio, surfing websites,
reading the news? I doubt it.
In PR, we need to know all about the media. What media are available in what formats, who runs them, who
consumes them, what content they provide, and who creates the content. These things are location and culturespecific.
Aside from knowing the media, you also have to be able to think like the media. You need to have a nose for news. Be
able to put yourself in a journalists shoes. Can you sniff what will become the next big thing? Then youre one step
ahead of your competitors.
5. Research
PR practitioners need to learn tons of new information with each new client or campaign we have. Its necessary to
know how to find the information you need. Speed reading comes in handy for this. More importantly, you must have
the ability to evaluate the information you do find and connect the dots synthesize them in a useful form.
6. Strategic Thinking
Thinking strategically includes the ability to set objectives and formulate a plan to achieve them. It also means taking
calculated risks, and recognizing opportunities and maximizing them. In PR, where the solutions arent always
straightforward, a strategic thinker can create opportunities where none appear to exist.
7. Attention to Detail
You have to anticipate needs and problems before they arise and be ready for them. By being detail oriented, you
think of the smallest things, including those that may not be so important, but could spell disaster if neglected. Think
typos on press releases, forgotten appointments with journalists, and having enough copies of your media kit. Small
stuff, yes, but someones got to stay on top of them!
8. Management

Aside from interacting with people and communicating persuasively, as a PR practitioner, youre also a manager. You
manage resources, time, and people, including yourself. You have to be realistic with your budgets, know how to
mobilize human resources, and produce results.
9. Statistics and Measurement
As if being a good writer werent hard enough, PR professionals also need math skills. You measure and monitor
inputs, outputs and results, so you need a good head for numbers. Understanding statistics and data and knowing
how to use them for high-impact communication is a critical PR skill that will remain relevant long after your latest
smartphone or tablet has become obsolete.
10. Business Sense
Finally, PR pros need to have good business sense. We dont do PR for PRs sake but to help contribute to the bottom
line of our or our clients business. Having business acumen is what you need to be taken seriously by clients or the
C-suite.
Professional travel writer and copywriter Jennifer Stevens advocates following 7 steps to improve the quality of your text.
Expert copywriter John Forde is a fan of hers.

1. The Necessity Hatchet

Is each of your paragraphs really necessary? Cut those that aren't. Now read what's left. Is each of your sentences
necessary? Can you get your idea across using fewer of them? If so, trim.

2. The Verb Meter

Are your verbs vibrant? Search for the various forms of "to be" (am, is, are, was, were). When you find one, try to replace it
with a more active, descriptive verb.

3. The Modifier Measure

Have you really said what you meant to say? Read each sentence and ask yourself, Are these words in the right order?
Could a reader misinterpret what I'm saying? If so, reword or change the order of your words.

4. The Idea Straightener

Do your sentences "look back early"? You want to keep your reader moving forward through your copy. Have you arranged
your sentences so old information appears first and new information last? If so, change the order.

5. The Specificity Finder

One of the best ways to engage your reader in your ideas is to make the ideas concrete. You do that by using specifics.
Have you slotted in, whenever possible, "93" instead of "many"?

6. The Sentence Saw

Are your sentences short? Have you trimmed away unnecessary words? Do they express one idea each? When you have
time, read a book by Ernest Hemingway, Nobel Prize-winning author. Such as The Old Man and the Sea. Hemingway had a
spare style. Try to learn from it.

"If I Had More Time, I Would Have Written You a Shorter Letter." This famous comment has been attributed at various times
to Hemingway, Cicero, Voltaire, Mark Twain, and Blaise Pascal. Consensus tends to be with Blaise Pascal, along with this
quote: I have made this letter longer than usual, only because I have not had the time to make it shorter. Get the
message? :)

7. The Flesch-Kincaid Test

Test your edited copy in Microsoft Word by going into the "Tools" menu and selecting "Spelling and Grammar." Ideally, you're
aiming for a grade-level score of 8 or below. If you score higher than that, get tools 1-7 out again and tinker a bit more with
your copy.

Public Relations
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Related Terms: Community Relations; Press Kits; Press Releases

Public relations describes the various methods a company uses to
disseminate messages about its products, services, or overall image to its
customers, employees, stockholders, suppliers, or other interested members
of the community. The point of public relations is to make the public think
favorably about the company and its offerings. Commonly used tools of public
relations include news releases, press conferences, speaking engagements,
and community service programs.
Although advertising is closely related to public relationsas it too is
concerned with promoting and gaining public acceptance for the company's
productsthe goal of advertising is generating sales, while the goal of public
relations is generating good will. The effect of good public relations is to
lessen the gap between how an organization sees itself and how others
outside the organization perceive it.
Public relations involves two-way communication between an organization and
its public. It requires listening to the constituencies on which an organization
depends as well as analyzing and understanding the attitudes and behaviors

of those audiences. Only then can an organization undertake an effective

public relations campaign.
Many small business owners elect to handle the public relations activities for
their own companies, while others choose to hire a public relations specialist.
Managers of somewhat larger firms, on the other hand, frequently contract
with external public relations or advertising agencies to enhance their
corporate image. But whatever option is chosen, the head of a company is
ultimately responsible for its public relations.

GOALS OF PUBLIC RELATIONS

Some of the main goals of public relations are to create, maintain, and protect
the organization's reputation, enhance its prestige, and present a favorable
image. Studies have shown that consumers often base their purchase
decisions on a company's reputation, so public relations can have a definite
impact on sales and revenue. Public relations can be an effective part of a
company's overall marketing strategy. In the case of a for-profit company,
public relations and marketing should be coordinated to be sure they are
working to achieve the same objectives.
Another major public relations goal is to create good will for the organization.
This involves such functions as employee relations, stockholder and investor
relations, media relations, and community relations. Public relations may
function to educate certain audiences about many things relevant to the
organizationincluding the business in general, new legislation, and how to
use a particular productas well as to overcome misconceptions and
prejudices. For example, a nonprofit organization may attempt to educate the
public regarding a certain point of view, while trade associations may
undertake educational programs regarding particular industries and their
products and practices.

STEPS IN A PUBLIC RELATIONS CAMPAIGN

Effective public relations requires a knowledge, based on analysis and
understanding, of all the factors that influence public attitudes toward the
organization. While a specific public relations project or campaign may be
undertaken proactively or reactively (to manage some sort of image crisis), the
first basic step in either case involves analysis and research to identify all the
relevant factors of the situation. In this first step, the organization gains an
understanding of its various constituencies and the key factors that are
influencing their perceptions of the organization.
In the second step, the organization establishes an overall policy with respect
to the campaign. This involves defining goals and desired outcomes, as well
as the constraints under which the campaign will operate. It is necessary to
establish such policy guidelines in order to evaluate proposed strategies and
tactics as well as the overall success of the campaign.
In step three, the organization outlines its strategies and tactics. Using its
knowledge of the target audiences and its own established policies, the
organization develops specific programs to achieve the desired objectives.
Step four involves actual communication with the targeted public. The
organization then employs specific public relations techniques, such as press
conferences or special events, to reach the intended audience.
Finally, in step five the organization receives feedback from its public. How
have they reacted to the public relations campaign? Are there some
unexpected developments? In the final step, the organization assesses the
program and makes any necessary adjustments.

AREAS OF PUBLIC RELATIONS

Public relations is a multifaceted activity involving different audiences as well
as different types of organizations, all with different goals and objectives. As a
result, there are several specific areas of public relations.

Product Public Relations

Public relations and marketing work together closely when it comes to

promoting a new or existing product or service. Public relations plays an
important role in new product introductions by creating awareness,
differentiating the product from other similar products, and even changing
consumer behavior. Public relations can help introduce new products through
staging a variety of special events and handling sensitive situations. For
example, when the Prince Matchabelli division of Chesebrough-Pond's USA
introduced a new men's cologne, there were twenty-one other men's
fragrances being introduced that year. To differentiate its new offering, called
Hero, Prince Matchabelli created a National Hero Awards Program honoring
authentic male heroes and enlisted the participation of Big Brothers/Big
Sisters of America to lend credibility to the program. Similarly, when Coleco
introduced its Cabbage Patch Kids dolls, public relations helped increase
awareness through licensed tie-in products, trade show exhibits, press parties,
and even window displays in Cartier jewelry stores.
Public relations is often called on to give existing products and services a
boost by creating or renewing visibility. For example, the California Raisins
Advisory Board organized a national tour featuring live performances by the
California Dancing Raisins to maintain interest in raisins during a summer-long
advertising hiatus. The tour generated national and local publicity through
media events, advance publicity, trade promotions, and media interviews with
performer Ray Charles. Other public relations programs for existing products
involve stimulating secondary demandas when Campbell Soup Co.
increased overall demand for soup by publishing a recipe bookletor
identifying new uses for the product. Public relations can interest the media in
familiar products and services in a number of ways, including holding
seminars for journalists, staging a special media day, and supplying the media
with printed materials ranging from "backgrounders" (in-depth news releases)
to booklets and brochures. Changes in existing products offer additional public
relations opportunities to focus consumers' attention. An effective public

relations campaign can help to properly position a product and overcome

negative perceptions on the part of the general public.
Employee Relations

Employees are one of the more important audiences a company has, and an
ongoing public relations program is necessary to maintain employee good will
as well as to uphold the company's image and reputation among its
employees. The essence of a good employee relations program is keeping
employees informed and providing them with channels of communication to
upper levels of management. Bechtel Group, a privately held complex of
operating companies, published an annual report for its employees to keep
them informed about the company's operations. The company used surveys to
determine what information employees considered useful. A range of other
communication devices were used, including a monthly tabloid and magazine,
a quarterly video magazine, local newsletters, bulletin boards, a call-in
telephone service, and "brown bag" lunches where live presentations were
made about the company. Suggestion systems are another effective way to
improve employee-management communications.
Other public relations programs focusing on employees include training them
as company public relations representatives; explaining benefits programs to
them; offering them educational, volunteer, and citizenship opportunities; and
staging special events such as picnics or open houses for them. Other
programs can improve performance and increase employee pride and
motivation. Public relations can also play a role in recruiting new employees;
handling reorganizations, relocations, and mergers; and resolving labor
disputes.
Financial Relations

Financial relations involves communicating not only with a company's

stockholders, but also with the wider community of financial analysts and
potential investors. An effective investor relations plan can increase the value
of a company's stock and make it easier to raise additional capital. In some

cases special meetings with financial analysts are necessary to overcome

adverse publicity, negative perceptions about a company, or investor
indifference. Such meetings may take the form of full-day briefings, formal
presentations, or luncheon meetings. A tour of a company's facilities may help
generate interest among the financial community. Mailings and ongoing
communications can help a company achieve visibility among potential
investors and financial analysts.
Annual reports and stockholder meetings are the two most important public
relations tools for maintaining good investor relations. Some companies hold
regional or quarterly meetings in addition to the usual annual meeting. Other
companies reach more stockholders by moving the location of their annual
meeting from city to city. Annual reports can be complemented by quarterly
reports and dividend check inserts. Companies that wish to provide additional
communications with stockholders may send them a newsletter or company
magazine. Personal letters to new stockholders and a quick response to
inquiries insure an additional measure of good will.
Community Relations

A comprehensive, ongoing community relations program can help virtually any

organization achieve visibility as a good community citizen and gain the good
will of the community in which it operates. Banks, utilities, radio and television
stations, and major retailers are some of the types of organizations most likely
to have ongoing programs that might include supporting urban renewal,
performing arts programs, social and educational programs, children's
programs, community organizations, and construction projects. On a more
limited scale, small businesses may achieve community visibility by
sponsoring local sports teams or other events. Support may be financial or
take the form of employee participation.
Organizations have the opportunity to improve good will and demonstrate a
commitment to their communities when they open new offices, expand
facilities, and open new factories. One company increased community

awareness of its presence by converting a vacant building into a permanent

meeting place. Another company built its new headquarters in an abandoned
high school that it renovated. One of the more sensitive areas of community
relations involves plant closings. A well-planned public relations campaign,
combined with appropriate actions, can alleviate the tensions that such
closings cause. Some elements of such a campaign might include offering
special programs to laid-off workers, informing employees directly about
proposed closings, and controlling rumors through candid and direct
communications to the community and employees.
Organizations conduct a variety of special programs to improve community
relations, including providing employee volunteers to work on community
projects, sponsoring educational and literacy programs, staging open houses
and conducting plant tours, celebrating anniversaries, and mounting special
exhibits. Organizations are recognized as good community citizens when they
support programs that improve the quality of life in their community, including
crime prevention, employment, environmental programs, clean-up and
beautification, recycling, and restoration.
Crisis Communications

Public relations practitioners become heavily involved in crisis

communications whenever there is a major accident or natural disaster
affecting an organization and its community. Other types of crises involve
bankruptcy, product failures, and management wrongdoing. In some cases,
crises call for an organization to become involved in helping potential victims;
in other cases, the crisis may require rebuilding an organization's image. In
any case, experts recommend that business owners prepare a plan in
advance to deal with potential crises in an honest and forthright manner. The
main objective of such a plan is to provide accurate information quickly in
order to reduce uncertainty. After the San Francisco earthquake of 1989, for
example, the Bank of America utilized its public relations department to
quickly establish communications with customers, the financial community, the
media, and offices in 45 countries to assure them the bank was still operating.

Government and Political Relations

Public relations in the political arena covers a wide range of activities,

including staging debates, holding seminars for government leaders,
influencing proposed legislation, and testifying before a congressional
committee. Political candidates engage in public relations, as do government
agencies at the federal, state, and local levels.
Trade associations and other types of organizations attempt to block
unfavorable legislation and support favorable legislation in a number of ways.
The liquor industry in California helped defeat a proposed tax increase by
taking charge of the debate early, winning endorsements, recruiting
spokespersons, and cultivating grassroots support. A speakers bureau trained
some 240 industry volunteers, and key messages were communicated to the
public through printed materials and radio and television commercials.
Public Relations in the Public Interest

Organizations attempt to generate good will and position themselves as

responsible citizens through a variety of programs conducted in the public
interest. Some examples are environmental programs (including water and
energy conservation) and antipollution programs. Health and medical
programs are sponsored by a wide range of nonprofit organizations,
healthcare providers, and other businesses and industries. These range from
encouraging other companies to develop AIDS-in-the-workplace policies to the
American Cancer Society's Great American Smokeout. Other programs offer
political education, leadership and self-improvement, recreational activities,
contests, and safety instruction.
Consumer Education

Organizations have undertaken a variety of programs to educate consumers,

building good will and helping avoid misunderstandings in the process.
Opportunities for educating consumers might include sponsoring television
and radio programs, producing manuals and other printed materials,

producing materials for classroom use, and releasing the results of surveys. In
addition to focusing on specific issues or industries, educational programs
may seek to inform consumers about economic matters and business in
general.
Other Public Relations Programs

Other types of programs that fall under the umbrella of public relations include
corporate identity programs, ranging from name changes and new trademarks
to changing a company's overall image. Special events may be held to call
attention to an organization and focus the public's good will. These include
anniversary celebrations, events related to trade shows, special exhibits, or
fairs and festivals. Speakers bureaus and celebrity spokespersons are
effective public relations tools for communicating an organization's point of
view. Speakers bureaus may be organized by a trade association or an
individual company. The face-to-face communication that speakers can deliver
is often more effective than messages carried by printed materials, especially
when the target audience is small and clearly defined.

PUBLIC RELATIONS FOR SMALL BUSINESSES

Like other types of organizations, small businesses can benefit from public
relations in terms of their relationships with customers, employees, investors,
suppliers, or other interested members of the community. Since small
business owners are the most visible representatives of their own companies,
they frequently handle many of the public relations functions in person. If the
activity is principally associated with public appearances and participation in
public events, the owner's natural abilities will be to the fore. But if a campaign
needs to be launched, and funds are available, professional help may well be
needed.
Effective PR professionals will be, above all, knowledgeable about press
relations. For on-going and routine assistance, the small business is well
served by engaging the services of an experienced free-lance writer with an

extensive journalism background now specializing in helping companies "tell

their story." Such individuals, very often one-person operations, have wide
contacts and know not only how to prepare but also how to get materials
placed with the right media. If a large campaign looms ahead, such
consultants are also the ideal contact for selecting the right firm for a major
campaign.
While communication is the essence of public relations, an effective public
relations campaign is based on action as well as words. Whether it is
practiced formally or informally, public relations is an essential function for the
survival of any organization. Small business owners cannot afford to neglect
public relations. But lavish parties and gifts are not necessaryit is possible
to vastly improve a small business's image within its community while also
controlling public relations expenditures. Sponsoring a local softball team,
speaking at a chamber of commerce meeting, and volunteering at a
neighborhood clean-up are among the wide variety of public relations activities
readily available to small businesses.

BIBLIOGRAPHY
Harrison, Sheena. "Spend, Target Ad Dollars Wisely." Crain's Detroit
Business. 16 January 2006.
Newsom, Doug, and Jim Haynes. Public Relations Writing. Thomson
Wadsworth, 2005.
Nucifora, Alf. "Small Businesses Need Positive PR." Dallas Business
Journal. 19 May 2000.
"Opinion: Big firm versus small is not PR's most compelling battle." PR Week.
24 April 2006.
Treadwell, Donald, and Jill B. Treadwell. Public Relations Writing:
Principles in Practice. Sage Publications, 2005.

Step 1
Study the demographic you wish to target in your promotions. You should understand their
socio-economic backgrounds, cultures, genders and other factors that play a role in
determining whether and how much of your product or service they would buy.

Step 2
Design your advertisements and promotions to appeal to your targeted customers. Appeals
that try to scare the customer into purchasing product to prevent negative situations or that
suggest that your product or service is better than a competitors are two types of appeals.
Avoid using too much humor in your advertisements as some cultures may misunderstand
them, and humor quickly becomes boring.

Step 3
Use a wide range of promotions. Some types of promotions include contests, sweepstakes,
rebates, samples and sales of your products and services. Referral programs, new customer
discounts and other promotions can also help increase your companys visibility.

Step 4
Work with a local newspaper to get your companys name in print. You might send the
newspaper your credentials as an expert in your field and contribute a weekly column. You
might also write a press release or get the newspaper to cover a community service your
company has provided recently.

Step 5
Network with reporters and editors in your community to develop relationships. When you
pitch a story to them that includes mention of your business name, you will have a better
chance of a reporter coming to interview you. When your companys name is in print, you
may receive invitations to speak at community groups whose members can benefit from
your expertise.

Step 6
Select a number of mediums through which you can promote your business at the lowest
cost and with the highest exposure. You might consider television, radio, social media,
personal contact, email marketing, newsletters or newspapers. Decide when your
advertisements will run, considering how often new buyers enter the market, how quickly
consumers forget the brand name and seasonal demand for your product or service.

Select PR channels and events:

press releases

speeches

public service or charitable activities

special events

company vehicles and other assets

1. Define your audience

Every public relations campaign for a new business should first develop a good idea of
who their target audience will be. Depending on their products and services, a
company can tailor their marketing approach according to the demographical
information of their prospective customers. For example, a childrens clothing store
can easily target grade school children (ages 8-12) by selling the latest school fashions
and accessories. Their newspaper and television ads can primarily focus on
contemporary casual school wear with a friendly back-to-school theme.
2. Define your competition
The next important step is to identify the competition. Every business has competitors,
and it is extremely important for new business owners to thoroughly study their
opposition so they can work aggressively to outdo them. Such information can be
obtained by visiting their opponents websites and by studying their different marketing
materials and pricings. For example, a car wash that is located two blocks away offers
new customers 15% off their deluxe wash. Entrepreneurs can have a competitive edge
by offering their existing customers 20% off as an incentive to stay loyal, and they can
recruit new customers by advertising large posters at local gas stations.
3. Determine your advertising budget
After identifying the target audience and any major competitors, entrepreneurs are
now faced with determining the most effective way to publicize their business.
Advertising a new business is not a cheap endeavor. The entrepreneur should establish
how aggressive their approach will be in winning over potential customers and how
much they can afford to pay for their marketing strategy. For example, if
an entrepreneur of a small flower shop can only afford to use print media, they can use
their advertising budget towards posters and fliers that can be distributed locally and
then use a portion of the budget towards newspaper and magazine ads. If one large ad
is too expensive, they may opt to place smaller ads in newspapers and magazines more
frequently.
4. Self vs. hired professionals
Once an advertising budget is determined, the entrepreneur can now decide whether
they will need the help of a public relations specialist to promote their company. There
are many cheaper alternatives rather than hiring a public relations specialist,
including the use of newspaper advertisements, posters, direct-mail notices, blogs,
etc. to lure prospective customers.
On the other hand, a skilled public relations specialist can easily provide more
aggressive methods of publicity. Since they will most likely have proven experience in
the given field of industry, they can effectively convey accurate information to the
target audience through more outlets, including local and national television
commercials, in-store item positioning and sales, and various packaging styles and
techniques in order to gain new and repeated customers. A public relations firm can
also help devise many suitable topics for public relation statements, including
announcements, communicating a change, stating an opinion, or revealing a finding.
The following ideas can be used to develop effective public relations for a new
business:
1. Media outlets
There are different kinds of media outlets which business owners depend on to
promote their enterprises. Print media refers to any image or text that can be
produced on paper or on objects. Posters, brochures, catalogs, daily newspapers,
business journals, fliers, and newsletters are some forms of print media. It can also
comprise of billboard advertisements and items which contain company letterhead and
promotions (i.e. pens, key chains, etc.). For example, a jewelry store can rent
billboard space and place their billboard advertisements along busy highways to lure
customers, while a local bank can advertise their grand-opening on promotional key
chains and pens.

Common broadcasting media include television and radio markets. It is common for
many businesses, small or large, to resort to this form of public relations since it
provides a fast and efficient method to gain local, regional, and national
recognition. Entrepreneurs also like to use this broadcasting approach since it
repeatedly reminds listeners of any grand openings or up-coming sales during their
normally scheduled television viewing and radio listening times. For example, a
department store can choose to advertise their television commercial during the
evening news. Throughout that timeslot, many people who are watching the news can
also be aware of any sales and in-store promotions the department store chooses to
broadcast at that time.
2. Bartering or trade-out
Another successful method of public relations for a new business is the use of bartering.
When a company practices bartering (trade-out), they simply exchange their products
and services for free radio airtime. Many radio stations benefit from bartering since the
products and services can be used for their on-air contest prizes. In the same respect,
companies can use this trade-out as a platform to aggressively advertise their company.
For example, when a local fitness center barters with a radio station, they can
exchange several free three-month memberships to their gyms for every 5 commercials
that the radio station plays. Bartering is certainly an effective means of advertising for
both parties involved.
3. Get the management team involved
A companys management team can play a very vital role in the success of a business.
They, too, should be part of a companys public relations campaign. Entrepreneurs are
encouraged to inform their management team of the progress of their companys sales
and even get them involved when brainstorming different ideas to increase overall
transactions of their offered products and services. The management team can greet
customers when they enter the store and inform them of any free trial periods
currently offered. Management can even pass out different sample products in the
storefront in order to entice potential customers. A perfect example of the
management approach to marketing can be found in any local mall. On a typical
weekend, one may discover that their local mall ice cream shop has a new flavor. To
promote this new ice cream flavor, the companys staff members can simply offer free
edible samples to different people passing by and even give discounts to those who
purchase a cone or sundae of the new flavor.
4. Network through existing customers
Existing customers serve as an essential component for a companys success. If a
customer is pleased with the products and services offered, they can simply converse
with others about their delight in a company. This positive word of mouth is
transferable and a good way to gain prospective customers. Companies can also offer
their existing customers promotions or rewards for helping them recruit new patrons to
their business. For example, a residential management team can offer monthly rent
discounts to new tenants who agree to sign a one year lease with them. Not only do the
new residents save money, but existing customers who refer family members and
friends can also receive continual rent discounts.
5. Always position yourself as an expert
Customers always feel a degree of satisfaction and comfort in knowing their inquiries
were addressed by an expert. Therefore, it is vital for business owners, their
management team, and staff to establish themselves as specialists in their chosen
field. They should know everything about their products and services and be ready to
answer even the most detailed inquiry with confidence. For example, a college-aged,
health conscious customer went to three different health food stores looking for a
particular grain that is high in protein and fiber (called quinoa). In all three stores, the
staff had no idea what she was referring to or had never heard of the word before.
Discouraged, she went to a final location to find this product. She was amazed to learn
from the sales clerk that not only did they carry this product, but that he was also able

to provide background information about the product and of the different varieties
available. This customer was so pleased by her encounter that she not only referred
her friends to shop at this store but she also remained a loyal repeat customer for
many years.
6. Website development
Another way new businesses can gain customers is through the use of their website. A
professional-looking, user-friendly company website can have a competitive edge
among others since many people enjoy the convenience of shopping online. Many
companies can further raise their profile by employing the help of a professional
webmaster for search engine optimization and affiliate posting to increase the flow of
online traffic to their company website. For example, if someone is looking to buy fine
silverware and dishware, they can simply type fine silverware and china during a web
search and will instantly find sites that exclusively sell these products. In addition,
there is great marketing value when a company decides to post their advertisements on
affiliate sites and vice versa. By linking different sponsors and associates on a
companys website, entrepreneurs can easily raise their recognition since they can be
listed on many different sites.
7. Community involvement and public speaking
A new company can boost their profile by participating in several non-profit
organizations and community-related services. First, a business owner should identify
some local causes they may find worthwhile and promote their business in the process.
For example, the owner of a trendy womens boutique can decide to become involved
in breast cancer awareness and research. Through active participation of high-profile
community marathons, bake sales, and events, the entrepreneur can gain recognition,
especially if they advertise they are a sponsor. In the same respect,
the entrepreneur can also speak out during public events about breast cancer
awareness as well as donate a portion of any item that was bought in their boutique
towards breast cancer research. This type of public relations can be beneficial for both
parties since community involvement was an effective way to raise money and
awareness for the company and for cancer research.
Public relations are extremely important for a companys success. They can include
everything from networking through existing customers to active participation of
community-related activities as well as targeting the assistance of television and radio
to advertise their company. If a company decides that the broadcast media is the most
effective outlet to improve their business, they can write a press release to a local
newspaper to make an announcement. They can also seek the assistance of a public
relations firm who can conjure different topics for all public relations statements. If
done properly, a public relations campaign can add to the popularity, profitability, and
trustworthiness of a new business.

The press release is a widely used public relations tool. In addition, if your press release is used, it can
lead not only to great free publicity but to valuable reprints you can use in your ad efforts.
As the name implies, a press release is a written communication that is distributed to media outlets, such
as newspapers, radio or television stations. The fact that press releases are so widely used means that
you need to follow the "rules of the game" in order to ensure that your press release is used by the media.
First, and foremost, don't waste the editor's time with a press release that is not newsworthy. Editors scan
press releases mainly to meet one of two content needs:

fillersmall stories that used to literally fill space on a page; now with digital publishing, they are
small stories designed to keep the view reading, and
featureslonger content pieces, usually written by a staff writer or a freelancer.

Figuring out what is newsworthy is basically a matter of common sense. Would you stop and read a
similar story about a business in a different industry that yours? (You should always be reading stories
about any competitors of yours!) Ideally, the information should make the readers think or prompt them to
take some action. For example, an accounting firm might send out a press release regarding a change in
the tax law. Another example, a gourmet food store might send out a press release highlighting its new
line of upscale chocolates which not only taste delicious but have health benefits. Opening a new store or
dramatically expanding an existing one is newsworthy; describing a store that has been in the same
location selling the same products for five years is not.
Once you have a newsworthy topic, make sure that you follow the expected format for a press release.
You may have opened your own business to give your creativity and unconventional flair free rein. That's
great for the business, but not for a press release about the business. You have milliseconds to impress
the editor enough to prevent your press release from hitting the recycling bin without being read. Know
and follow the rules. In this digital age, that is far easier than you might think. There are numerous
online sites that provide comprehensive guidance on formatting and writing style, as well as templates to
follow. (Search the words "press releases" or "press release templates" in the browser of your choice.)
If you hated English as a student and the comma is not your friend, then don't shoot yourself in the foot by sending a
poorly written or sloppy press release. Come up with the ideas, then hire someone qualified to create the content.

The best places for a small business to get free publicity are in the niche media arealocal newspapers,
local cable channels, and local radio stations. Research on names and addresses may be only as far
away as the local telephone book Yellow Pages. Or, a list of industry publications and electronic media
can be compiled from secondary data research or industry associations and experts. Local, regional, and
national news services may also be valuable.

Public Service Activities Provide Publicity, Boost Image

Community involvement is an excellent public relations activity that can gain you free publicity of the best
kind. The old saying "you have to give to receive" holds true in business. Opportunities for community
service abound, ranging from extensive (and possibly expensive) commitments to those that require only
a few hours.
It your budget permits, sponsor a Little League, bowling or softball team. Your team will wear your
company signs, their families and friends will become your biggest boosters, and you'll get to know a lot
of people you'd otherwise never be able to reach. If your budget doesn't stretch to full sponsorship, look
for other opportunities to provide products or services to the organization: this will also get your business
in front of potential new customers.
Donate your time and talent, as well as your products or services, where the community could benefit
from them. You will be repaid a hundred fold in the long run. Participate in service clubs such as Rotary or
Lions and the Chamber of Commerce. Offer to be a speaker at schools or senior centers. Donate your
goods or services to local schools or churches, to be given away as raffle prizes or silent auction items.
Appropriate non-profit public service events can be targeted for company tie-ins (e.g., an energy drink
company sampling participants in an American Heart Association bike, hike, run, walk event). Piggyback

your business promotions on community eventssuch as having a "marathon" sale if the town is having
a race day or offering to be a collection point for the food pantry charity drive.
Most, if not all, of the expenses you incur when you participate in community service events are deductible business
expenses.

Publicize Your Special Events, Participate in Events of Others

Closely akin to public service activity participation is special event participationindeed, depending upon
the event the two can even overlap. You should be alert to find opportunities to participate in two types of
events: your own and others.
Grand openings (or re-openings) are always attention-getters as are anniversary sales and seasonal
promotions. A small business can host open house events and invite key target buyers to explain and
demonstrate products and services. (Remember, this type of event also provides an excellent opportunity
for a press release.)
Set up an event calendar or diary for your business the kind with big squares you can scribble in.
Note all opportunities for events as the year progresses. Also note when your customers may be having
events. Then next year you'll be able to refer to your calendar, call your customers in advance, and ask
what you can do to help them with their upcoming activity. This preemptive approach is very effective, and
all it takes is a few notes scribbled on a calendar.
Watch your local papers and church bulletins for events you didn't get to participate in this year but will
not want to miss selling to next year. Your non-customers will soon be recruited as steady clients. It takes
little time and costs nothing.

Media relations
Media strategies focus on circulating messages through media channels to manage how your
business is portrayed by the media. Your media tools might include releasing media statements
and fact sheets, offering on-site media tours to encourage journalists to report positive
messages about your business, and using social media to get the attention of journalists and
track journalists who report in your market.
By developing good media contact lists and building relationships with key journalists to pitch
media releases and story ideas to, you can use local, regional or state media to:

promote your business

manage risks, issues or crises affecting your business.

Advertorials
Advertorials are advertisements in the form of news stories or reviews in newspapers.
Advertorials allow you to associate your advertising with the credibility of the newspaper.

Many businesses employ advertising or marketing professionals to help them develop TV

advertorials - which are commonly used as a form of advertising and product placement.

Social media
Social media lets you bypass the media and go straight to your customers. Using social
networking sites such as Facebook and Twitter allows you to follow and be followed by
journalists, drive web traffic, manage issues by responding quickly to criticisms or negative
perceptions, and increase exposure for your business brand.
Learn more about social media and your business.

Newsletters
Print or emailed newsletters are a good way to promote your business, communicate with
customers and keep them informed of new products and services.
Regular newsletters can strengthen your personal connections with customers and reflect your
business brand and personality. A well written newsletter offers information of value to your
customers.

Brochures and catalogues

'Take home' or mail-out brochures or catalogues can help keep your customers thinking about
your business and its products and services.
Properly designed brochures and catalogues give customers confidence in you and your brand,
and help drive customers to your website or store. Information contained in business brochures
and catalogues can be effectively reworked for your website, helping you do business online.

Business events
Events are opportunities for business people to gain exposure for their businesses, promote
new products or services and make sure accurate information reaches targeted customers.
From a sales point of view, events are a chance to counter customer doubts and build customer
confidence. They can also help you research your market and competitors, and build your
mailing list. Make sure you go to the event prepared with marketing materials to disseminate
and a way to collect information and customer details.
Trade shows are an opportunity for businesses to compete in their industry and share
information with people in similar lines of work. Learn more about promoting your business
at trade shows and exhibitions.

Speaking engagements
Speaking at events where customers are likely to attend helps position you as a leader or
innovator in your field. As a business owner or leader, building your reputation as an expert also
builds the reputation of your business - and draws new customers.
Events are valuable promotional opportunities even if you don't have top billing as a speaker.
You will build reputation simply by having your business name or logo on the event listing, or
delivering a presentation about a new product or innovation. Additionally, they provide valuable
networking opportunities.

Sponsorships or partnerships
Partnerships and sponsorships are good for business. Supporting a not-for-profit cause can
help build feelings of goodwill and loyalty towards your business. Community partnerships may
involve an exchange of funds or in-kind benefits to grow a local community organisation in
return for benefits that promote your business reputation.
Partnerships can help consumers identify your brand with good business practice and good
ethics.

Employee relations
Your staff are ambassadors for your business and brand. Many larger businesses conduct
employee relations - building their business culture and team relationships by sharing
information, promoting involvement and instilling a sense of pride in business achievement. This
can improve teamwork, staff retention and productivity, and ensure that staff are representing
your business consistently and with the right messages.

Community relations
Building good relationships with members of the community where you do business helps build
customer loyalty. Find out where the customers in your community live by collecting postcodes
at point of sale.
Engaging local stakeholders and decision makers helps build your profile and level of influence,
helping you to attract more customers through word-of-mouth and ensuring your business
interests are factored into community decision making.