[tweetmeme]I believe in the concept of opportunity cost, which is the cost of an alternative that must be forgone in order to pursue a certain action. So I tend to focus on things that I do best, and try to outsource those that others could do better in order to maximize my time.
But for startup entrepreneurs operating on a shoestring budget, hiring someone else may not be practical or affordable. Hence, they try to do everything they can at the least cost possible, even if they have to do it themselves.
One area that new business owners need, but may not be able to afford, is to do public relations. However, hiring a PR consultant may be a luxury for some small business owners. Many cannot pay the $5,000 or so charged by PR agencies and consultants to place and pitch stories, produce press kits, arrange interviews, among other tasks. In order to get the word out about the business, they instead do their own PR.
However, doing public relations work is not that easy. Effective PR goes beyond simply writing a press release and blasting it to all websites that offer free press release service. As a result, they get frustrated because their press releases never resulted in the exposure that they were hoping for.
A new service aim to provide startup entrepreneurs and small business owners with the tools they need to launch an effective DIY public relations campaign. Long time PR media practitioner Jenny Finke started HandleYourOwnPR.com to serve these entrepreneurs who wish to do their own public relations work. The service provides them with tools they need to get started developing media contacts and getting the exposure they need in the media. HandleYourOwnPR.com’s main do-it-yourself services are media lists (downloadable for purchase), a press release writing service and free PR advice through strategies, tips, etc.
Read our interview with Jenny Finke on why she started this service and how you can do your own public relations effectively.