Starting Out With Public Relations
Public Relations
Starting a new business is a daunting task in and of itself; getting your business in front of potential clients can seem like an even bigger task. Using a few simple investigative tools, even small businesses can position themselves to be forerunners in the name recognition game.
Start by identifying which media venues your targeted audience is more involved with. For example, if you are opening a car dealership you know that a lot of car shoppers browse the local newspaper. If you are starting a wholesale business you know most purchasers search the Internet. Once you have identified the media outlets you want to pursue, read or listen to their advertising and find out who is in charge of putting it together. Start a contact list for future use.
Create an outline of points about your business that stand out. Write a brief story or synopsis of your business that makes it sound interesting. You want to make the reporter or ad writer interested in your business. Once this has been accomplished, send those contacts you collected a press release or email statement about yourself and your new venture. Follow up to make sure they received it and will be using it in their publication.
Media coverage is a good thing; however, it is not an end to PR. In order to position yourself as a front runner in your area of business, you need to have your name known. Providing quality and service will help keep clients, but to get Clients to your business, people must know you are there. Join community events such as the local golf tournament for charity – register with your business name and have plenty of business cards to hand out. Become involved in civic groups and local clubs. Donate to charities in your community and advertise on local sports park billboards. You want your company name to be the one that people stop and say “oh yeah, that was the company that helped with the Children’s Hospital Dinner, I think we should call them”.
Public relations is more than an advertising campaign, it is about becoming a part of the community, becoming a household name that people know and call on for whatever service you offer.