The power of publicity is amazing. When you create news, you get your story out without paying excessive advertising fees. With a little imagination and some hard work, you can use a minimal publicity budget to generate impact.
Let's face it. With a modest budget, you'll never reach same success of large, national corporations. But at the same time, they may never generate the local penetration you can achieve through diligent work.
Consider these PR moves beyond the press release that gets you noticed and helps you build relationships.
* Host a seminar. People like to learn if they can pick up information that helps them do their jobs better. Consider hosting an after-work seminar on something relevant for the audience you want to reach and the time of year.
* Create speaking roles. Just about every organization looks for speakers to bring their members relevant information. Spending time on the internet lets you research associations, chambers, networking groups and other business organizations in your area. Offer these groups speech topics that are relevant and will get you on the agenda. Never promote yourself or your products during the speech. But always offer ways for people to follow up and ask you questions after the event.
* Donate to charities. I'm not talking just your financial contributions. Really donate your expertise. Non-profits often have a better success rate of getting in the paper simply because of their goodwill efforts and community contributions.
* Develop a newsletter. Even if you can't get into big publications, you can look big by having a customer newsletter. This tactic lets you share information about your catalog of stuff, highlight how other customers have worked with you and maintain an on-going customer-touch program. By reaching out to customers quarterly or monthly, you'll know you've got an effective way to stay top of mind.
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