10.10.07
Planning Your Own PR
You want to drum up a little free publicity for your small business, but aren’t exactly sure where to start? Or, maybe you are concerned that you don’t have the budget to get the job done. Would you be surprised to learn that it is relatively easy to start-up a PR campaign at little or no cost?
That’s what publicist and nationally published author Deanne Schulz says. She suggests you start by asking yourself a few questions, such as:
- Who are you?
Sometimes it’s hard to draft a simple and powerful message. If asked, could you tell someone if 15 seconds what you did in a language they’d understand? - What is your hook?
This is what sets you apart from the competition. What makes your company special? What do you bring to the table? How will someone benefit from your goods and services? What is the point of difference between your product and all the others out there? - Who are you trying to reach?
You need to know as much as you can about your target audience - the individuals who will use your goods or services. - How will you reach your target audience?
Press Releases to journalists, phone calls to media organizations, customized emails to decision-makers, how-to articles, radio interviews, and guest blogging are just a few of the free ways to pitch yourself as an expert and generate your own publicity. - When should you reach out?
Is your business seasonal? Can you tie with charitable events? Specific holidays? How about current news stories?
