Include Public Relations in Your Marketing Mix

Good public relations is essential for any small business. It’s an inexpensive way for your business to get noticed, create an impression and be remembered by consumers. It’s one of the best tools for making a positive impression and projecting your image. While large corporations may employ specialists in public relations to enhance their corporate image, small firms take a more do it yourself approach with a few basic guidelines.

Determine your desired image. Unless you know what impression you want to create with the public, you cannot design a good public relations program. Is there something unique about your business? Is your product line more complete than that of your competitors? Are your employees better trained or more customer service oriented? Have you been in business longer or had more experience than your competitors ? Are you more dependable than they are? All these questions should be considered when defining your public image.

Define your public. Unless you know who your actual and potential customers are in terms of location demographics, and interests there’s no way of planning an effective public relations program. You must know the right media to use and the proper appeals to make in order to convey you message. Select your media. Local newspapers, for example, offer many more opportunities for exposure beyond paid advertisements. Newspapers often look for feature stories about small business, especially those offering a unique or unusual product or service. These articles can sometimes be devoted to a single firm, but more often they report on several businesses built around a common theme. get to know the business editor or small business reporter who covers such stories in your community.

The business section of the newspaper also offers many opportunities for exposure. Report news of personnel changes,, such as appointments and promotions. Announce office expansions or news of an additional location. Feel free to send news releases about professional or industry awards you or your firm may earn. Encourage media coverage of special events. Don’t expect automatic media coverage of an event simply because you write or telephone a reporter. There must be a community, news or business element to the story that would give it a broad appeal to readers in the local community.

Work closely with your local Chamber of Commerce and any other relevant local business, trade or civic group. Members of these organizations may be your prime market. A "how to" demonstration may be welcomed by one of these groups. If you have particular expertise in an area of business, you may be able to serve as a guest speaker on a business topic for a local professional group’s meeting.

Participate in community events. A big part of public relations centers around interacting with the public. Be an active participant in your community. As time permits, make an effort to serve on local community boards. Be an active participant in the community. Part of being well respected centers around being someone who gives back to the local community. In the meantime, keep in mind that the bulk of your time should be dedicated to running a profitable business.

If you would like to discuss public relations, marketing or community relations, contact the SCORE Association (Service Corps of Retired Executives). More than 12,000 volunteer business counselors donate their time and expertise to assist entrepreneurs. Small business counseling and mentoring is provided as a free and confidential community service. There are 389 SCORE chapters throughout the country. For a referral to the SCORE chapter nearest you, call 1 (800) 634-0245.

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