Public Relations and The Small Business Owner
My fantastic sister-in-law and her business partners are launching a very niche service down in San Fransisco this year and she asked me for some general marketing advice. Flattered, I shouted “PR”!
Although every business can benefit from any form of free publicity, her business in particular will attract publicity better than most other business types. Why? Without giving the business idea away before launch, let’s just say she owns the San Fran market with this new service. Truth be told, most first to the market services or products are notably more newsworthy.
Even with the minor disclaimer that publicity will come easier to some businesses when compared to others, I still recommend that every business actively prepare for a public relations initiative. Here are my initial recommendations for DIY public relations:
1) Audit all of your local media (read and watch every outlet that covers your local area and don’t forget local online media outlets). Create a spreadsheet of all local media outlets and the reporter/writers that cover stories that relate to your industry or topic. Be sure to research contact information.
2) Stay abreast of all articles the writers/reporters create and keep copies of items that are relevant to your topic or industry within an organized folder.
3) Learn what types of organizations the writers/reporters are involved in, this may open you to a great sponsorship opportunities and publicity.
Items 1-3 should be an on-going discipline; enabling you to maintain familiarity with your local media.
- Abby Herrera, Sprite Marketing
