I’ve been doing a number of speaking engagements lately, talking to business owners and professionals about the Power of Publicity and how to leverage Public Relations as a means to build your brand and grow your business. I’m always surprised to find that many of the people within these audiences still don’t understand EXACTLY what PR is. They always tend to lean forward when I explain the difference between advertising, marketing and PR. Once I give the definitions, it’s like a light bulb goes off in their heads. They get so excited!
That’s why I decided to enter a series of blog posts here about the basics of PR. Over the next few posts, you’ll get a basic understanding of what PR is and exactly how to use it.
This post was taken from the June 21st edition of the New York Daily News. It was written by Elizabeth Lazarowitz. She says:
Getting your business good buzz through public relations can give its growth a big boost.
“Public relations is a very effective tool for helping grow brands and reputations,” said Michael Cherenson, incoming chairman of the Public Relations Society of America. “Certainly, it helps the whole sales effort, and it works well [in tandem] with advertising.”
But drumming up media coverage, planning events and building your notoriety online can be a perplexing process. Knowing when it pays to hire professional help, especially for a small business on a limited budget, is often just as tough.
Luckily, there are steps that small business owners who lack the cash to hire expert help can and should take on their own, said Howard Geltzer, a SCORE counselor and former PR agent.
Geltzer tells entrepreneurs to scan the media and build their own database of publications and reporters that might be interested in their company. He recommends they make their pitch by assembling in an e-mail five to 10 key points about their business, emphasizing what separates their products or services from the pack.
“Don’t try to sell. Just provide facts,” Geltzer said. “A journalist is going to be able to ascertain whether what you’re saying is newsworthy.”
