Having an effective public relations plan isn’t easy for a small business. Sure, you can come up with your own strategies and implement them as best you can, but running a small business requires your attention in a multitude of areas, like filling current orders, managing day-to-day operations, and keeping on top of daily problems. Public relations matters often take a back seat. So if you find yourself in the position where you really need to get your public relations efforts to the next level, it might be time to seek help. Your first reaction to this might be, “Oh no, I can’t afford thousands of dollars on some public relations agency.” And this reaction is valid, considering how many PR firms are out there, ready to give advice and take your money. But there are things you can do in order to make the most of a public relations firm and what it has to offer. In this series we’ll take a look at some basic things you can do to step up your company’s public relations efforts. Here are some first steps to take: Use local resources. There are two good places to start when it comes to finding outside public relations help. First, start with your local Chamber of Commerce. See if there are firms or PR freelancers out there that have worked with other companies. You will probably be able to find PR experts who specifically help small businesses. Next, look up your local chapter of the Public Relations Society of America (PRSA) at www.prsa.org. This will be a good place to find professionals who specialize in your needs. Also, remember that there are lots of individuals with big firm experience who have decided to strike out on their own or do part-time work. These people often provide great services at much lower costs than the firms. Contact your local college or university. Advanced level public relations courses often require students to develop and implement actual public relations plans in real life, with real companies. This could be a way to receive great ideas and services for minimal cost, if not for free. Be prepared. Once you’ve narrowed down the firms or individuals you might work with, be prepared and do research to know before you meet with anyone what your needs are. Most of your prospective firms will want your business and say what needs to be said in order to get it, but you will need a more tangible strategy in order to make your decision. Ask questions. If you want to get a good idea of what the PR service has to offer, ask questions like: What areas of the media should I be targeting? Do you have client references that I can contact? What publications/reporters/media outlets have you established relationships with? In the next part of this series we’ll offer more areas to consider when you hire that extra public relations help.
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