Small Business Public Relations, Part Two

If you want to seek more public relations for your small business, but you’re not exactly sure what you should be seeking it for, then you may need to take some time to brainstorm the possibilities.

First, answer this question: What do you do better than your competitors? Is your knowledge lever higher, or do you produce more? Is your specialty in technology, cutting-edge equipment, customer service or community involvement? Once you identify how you stand out, then you can offer this information to your potential audience.

Now that you know your focus, consider the areas of public relations that will serve your business or industry best. These could include:

• community participation
• bylined articles in industry-related newsletters, local newspapers or association publications
• public speaking
• media commentary
• professional organization involvement
• local or state-wide philanthropic efforts

Once you’ve considered the appropriate outlets, take a look at the opportunities your company has for potential coverage. These might include:

• The launching of a new product or service
• Repositioning a current product or service
• Defending products or services that have suffered from negative press or perception
• Special events or business efforts that can impact the community

Your goal for effective public relations is to generate additional revenue through greater awareness and information for the products and services your business offers. As you develop good relationships with local media, and focus your energy in the right direction, your public relations efforts will pay off in enhancing your business image and success.