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Many small and home-based business owners recognize the growing
importance of good public relations to the success of their businesses.
However, they often need help in developing the right strategy and policy of
their public relations programs.
(article continued below ...)
 To give pointers on how to develop a public relations campaign for your
business, we interviewed Yvonne Buchanan, a public relations expert. Yvonne is
the founder of Real-World PR (http://www.realworldpr.com), a public relations
merchandising company providing turnkey toolkits for small business owners.
Through another company that she developed, the PR Academy (http://www.learnpr.com),
she also offers comprehensive self-paced public relations training
to business owners, students, career changers and freelancers.
Below are some of her insights on how a small and home-based business can
make effective full use of a public relations campaign:
What is the difference between public relations and publicity?
Publicity and advertising?
One Hollywood adage goes, "I don't care what they say about me, as
long as they spell my name correctly." That's publicity. Publicity is
any type of mention in the public eye. It may be neutral, good or bad. For
example, a photograph in Variety showing Julia Roberts breaking a nail is an
example of (neutral) publicity.
Advertising is a paid mention. With advertising, the message, timing and
placement are directed by the sender. Examples include print display ads,
radio and TV commercials.
Public relations is strategic, effective communication to a target
audience. To a great extent, public relations shapes but cannot control the
message, delivery or timing. For instance, a two-page press release about an
upcoming event may receive two lines in a local newspaper after the fact.
(And the paper may spell your business name wrong.) Or it may receive no
mention at all.
Getting positive media attention can thrust a small business from
obscurity to the limelight. But what must a small and home-based business do
to attract media attention without spending too much?
Public relations is the great leveler. A small business cannot afford the
marketing and advertising budgets of big businesses, but all businesses can
use the (relatively inexpensive) principles and practices of PR to
effectively communicate their messages to their target audience.
Sending out press releases through news distribution services like
BusinessWire can be expensive. BusinessWire charges $550 for a 400-word
press release, and an additional $140 per additional 100 words. While these
services have the widest reach and the most prestigious clients, how can a
small home-based business possibly afford to send out press releases?
News distribution services are great vehicles for disseminating global or
national news. But owners of a small or home-based businesses needs to ask
where their is, that is, where does 80 percent of their business come from?
If the answer is "local," it makes more sense to target the local
media (and in turn, the local public). A larger audience isn't necessarily
better. It's better to reach 10 potential customers than 100,000 people who
aren't interested. A local press release is free if it's sent by e-mail or
fax (the preferred method of most reporters).
Are there wire services that are within a home business' budget but
offers good coverage as well?
PR Web offers a pretty good service, and there are others. Whenever
you're looking at something free or with minimal cost, check to see how that
service is making its money. Is it selling your name? Advertising on your
press releases? Will you be inundated with spam? Sometimes free is more than
you can afford. And be sure you know where your press release will be
distributed. If it's not in your target market, it's not worth your efforts.
Aside from using wire services, are there any other ways a home
business owner can reach the media? How does one contact a reporter?
That's like asking, What does a 600-pound gorilla eat for breakfast?
Answer: Anything he wants. The reporter is the gorilla in this analogy.
Provide real news in a timely fashion using the reporter's preferred method
of contact (if you don't know, ask) and you'll have him or her eating out of
your hand.
How often should a business send out a press release?
As often as it has real news to impart to its target audience. No more,
no less.
Does a home-based business need to hire a PR firm/consultant? What
results can they expect from a PR firm/consultant?
The answer depends on the PR needs of the business, and the available
time of the owner or staff member. Anyone with the proper tools and
information can do PR. That's the premise and promise we've based our
business on. In fact, because he or she is closest to the business, the
small business owner is often the best person to do PR for it.
Aside from publicity, what else can a home business owner do to gain
visibility?
Attend industry trade shows, speak on panels, sponsor industry events,
prepare and disseminate useful industry reports, cultivate media
relationships by providing useful, timely (non-self-serving) information to
media contacts. In short, be where your target audience is and be useful.
What factors should you consider in choosing the best public relations
tool for your business?
Your objectives. Your message. Your audience. Not necessarily in that
order.
Any other tips and advice?
Public relations is an effective weapon in the battle for business. It's
inexpensive, it's far-reaching, it's accessible. But it's important to know
what you're trying to accomplish and make each activity count toward your
goal. Focus is key: focus on your audience, on your market and on your plan.
Hone your message to a few key, clear, concise points. Then disseminate that
message where and how it will best reach your target audience.
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