Public relations can be one of the most valuable forms of marketing in that it tends to deliver mass exposure at a fraction of the cost. For example, it can provide a level of credibility that can?t really be fabricated. It also helps to create a buzz around a business if conducted appropriately. For these reasons, PR can be a particularly effective tool for small business owners.
Unfortunately, public relations agencies often work on monthly retainers and require a significant budget to get the ball rolling with even small-scale marketing campaigns. So, how can the average small business owner afford a PR campaign that delivers results without committing to fixed monthly fees or blowing their whole marketing budget?
Public relations doesn?t have to have an expensive, high profile campaign to yield results.? In fact, a simple press release can be a highly effective tool in generating media exposure without having to worry about creating a truly innovative idea designed to take the world by storm.? A press release that covers the fundamentals of a story, is interesting, and is as easy as possible for a journalist to implement can generate significant exposure on both a local and national level. This can also cement the resources and contact lists for future PR campaigns.
Finding a unique angle for a story is one part of the PR mix that takes a little getting used to and one that?s often hit or miss.? It ultimately comes down to crafting a news angle that appeals to the specific person on the other end of the message. If the journalist or news agency you send it to agrees with your vision and its relevance to their readers, it has a good chance of being accepted.
Have a look at the kind of features your chosen publications have recently run with and think about ways you can integrate elements of these stories into your press release. These are the kinds of angles that they feel appeal to their readership thus has a greater chance of mainstream coverage.
It?s also important to take the time and effort to build relationships with the journalists and bloggers with whom you interact.? You may get coverage by blindly emailing your story to a list of recipients. But sending to a small, targeted group and then following up with a quick phone call to each recipient will help you form a personal rapport that can only ultimately benefit your cause.
Public relations is an extremely powerful strand to the marketing mix and requires a creative, consistent approach that?s tailored to the needs of each chosen media outlet.? By spending your own time to compensate for a lack of budget, it is possible to achieve the same (and even greater) results than many of the PR companies within the small business price bracket.? By choosing your syndicated publications carefully and taking a unique, personable slant on your newsworthy angle, it?s possible to see real, meaningful media coverage and further stretch your marketing dollar.
Tags:marketing solutions,media exposure,pr,press release,small businessSource: http://logicpath.com/blog/general/affordable-small-business-pr
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Source: http://yrynagobip.posterous.com/affordable-small-business-pr
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