A Good Public Relations Plan is Great Low Cost Advertising ...

Implementing a good public relations plan will help spread the word about your new business, at relatively little or no cost.

It goes without saying that, whatever your business, the more people who know about it the more chance you have of attracting customers.

Working public relations and the publicity it can generate is a large subject, but here we will only cover the basics.

Which, is all you will need for a good understanding of PR and creating your own public relations plan.

PR, Publicity and Low Cost Advertising

For PR to be relevant, it must be designed for your type of business as well as your customers. Understand the meaning of publicity and it will help you on your way to business success.

There are many good public relations companies that can handle all your requirements, at a cost, but you can also do a lot yourself for free. Real no cost or low cost advertising.

Generating free publicity. No or low cost advertising ...

Publicity can Help Business

All business owners should realize the importance of getting their business noticed. Here are just some of the many ways to do this ...

  • At business start up, make a big splash, throw a party, and cut a ribbon. No, this is not free but invite the right people and they will give you free publicity.
    • Ask a local reporter, get TV coverage if you can, and don't forget to thank them all publicly.
    • So much the better if you can get the mayor, or another celebrity to help attract the press.
    • Don't let good publicity occasions go to waste, include them in your public relations plan.
  • Newsletters either online or offline can keep your customers in the picture and help retain their loyalty.
    • Include a sign-up form on your business website or ask customers at checkout if they'd like to recieve your newsletter.
    • If you send out cataloqs include details of your newsletter and state special offers are only available in the newsletter.
  • Use Press Releases and Write to the local press.
    • Letters to the editor are read by most readers, so come up with a good enough reason to write to the editor.

    • If you can, plug your business in the letters content.
  • Distribute Articles. Anyone with good industry knowledge can write an article, so share the knowledge you have of your business in an article.
    • Write for trade journals, newspapers, subject specific blogs and submit your articles to article distribution directories and websites.
    • Always plug your business by way of an author bio and include your business contact number.
    • Don't over-emphasise your business however, or you will lose your audience. It's the content they want to read most, and if the content is good business benefits will follow.
  • Use your local radio for call-ins or interviews.
    • They need information on new businesses, talk-show callers, and if you are willing to sponsor details for their "what's new" programs
    • Don?t neglect getting into and onto your local radio station.
    • Public speakers are always in demand as well as being considered experts in their field. Offer your services to the local radio station, at service clubs and local chambers of commerce. You will be surprised how many of your audience will come to you when they need your service or products.
  • Your own business website can generate publicity.
    • Right Now, a Prospective Customer is using Google ... Your business website could be the e-Store they find.
    • Collect customer email addresses and gain free publicity. Email your existing and potential customers using your business website and market your business online via free reports, industry tips, special online offers, etc.
The above suggestions, plus the unlimited ideas that you will soon have for free publicity, will all help with spreading the word about your business. Get them into your public relations plan. Take advantage of every opportunity.

The PR Firm and your Public Relations Plan ...

Not all the publicity you seek and need is free. In certain cases, you will need professional advice with your public relations plan.

Business woman PR firm

This is when it will pay you to hire a good public relations firm to help you with your PR plan and your public relations campaigns.

A quick word here on selecting the right small business PR firm to suit you and your business.

The first thing to do is to realize your limitations, that is, the amount you can afford to pay for PR.

Then ask the following questions of the PR companies you interview before making your selection.

  • Tell them how much you have available to spend and ask them if they can work within that budget. Don?t commit to more than you can afford.
  • Lay out your ideas and find out if they have any experience in similar fields. Can they deal with your market?
  • Will they allocate an individual to your account or will you have to take pot luck? You want some dedication from them.
  • Find out what you will be getting for your money and how often.
  • Ask to see examples of their work and decide if you like it.
  • Do their ideas fit with your own public relations plan?

Be very careful in your selection because, once committed, it will be very difficult to get out of your PR campaign if it is only halfway done. It can also be costly in losing customer good will, as well as financially.

The Role of Your PR Firm ...

Public relations is about publicity and not advertising, so it mainly concerns the media, your industry and the government.

Here is what you can expect from your PR firm.

  • They will help you meet your business targets
    By ensuring that your merchandising, branding and advertising are all aligned. Every business falls within a market sector and it is important to stay in touch with your industry to enable you to keep up with latest developments and key players.
  • The media, all relevant forms of it, must be kept aware of your business.
    A good PR program will keep you in the forefront of any media minds. The PR firm will arrange all your press releases and maintain regular contact with the press.
  • All businesses have to deal with local and national government agencies
    So it is important to maintain good relations with them through good public affairs programs.
  • Let your PR consultants know that you are available for speaking engagements.
    They can arrange for you to do so and you will soon become known as an expert in your field. Seriously, you giving talks on your subject will generate business for you at very little cost. There is an interested community associated with every business subject and you will find people who will listen to you and love your extensive knowledge of your industry and your products.

    You might for example own a clothing boutique or a hardware store. Pick the right venue and audience and you will soon become known as the expert on clothing or hardware.

    Because you are the expert, you will attract business that, without your talks, you would never have seen.

If you are paying for PR make sure that you are getting your monies worth.

PR has one objective and that is to increase your sales. If that doesn't happen, then your PR campaign is a failure. Be prepared to change it to one that works, if the worse comes to the worst.

Social Networking - Socialize Your Public Relations Plan ...

Before we end, I would like to quickly mention one aspect of public relations that is often neglected and should be included in your public relations plan.

Business Woman Networking on Mobile

Networking ...

When starting out in business you will have few customers or clients.

You need customers or clients to grow your business.

Who knows more about your business than you?

Nobody knows more about your business than you, you are the expert. So, get out and network your skills?

By meeting and greeting people in a sincere and friendly manner (networking), you generate trust and attract possible business.

We would all rather do business with someone we know than a complete stranger.

Where to Network ... Give this some thought, and list the possible networking venues available to you.
  • Business organizations
  • Recreational organizations
  • Service organizations
  • Chambers of commerce
  • Civic organizations
  • Online Social Networking sites - Facebook, Twitter, LinkedIn, eCademy, etc
  • Local Sports organizations
  • Any and all other non-business events.
Good networking however is never one sided, so be prepared to volunteer to help out as well.

You network to meet people who will do business with you or who can pass you onto people who will.

List the types of people and the numbers you want to meet in your public relations plan.

The Basics of Social Networking ...

  • You should have business cards, use them. Make them meaningful. They can say more than your business name and address.
  • When out socializing don't spend all your time with people you know. Go out of your way to meet new people. Tell them what you do.
    • No more than 3 or 4 minutes with each person, try to meet as many people as possible.
    • Let them know what you can do for them, offer to help and give them your card.
    • Always try to be friendly, sincere and be a good listener.
  • Make the time to get involved in local or business oriented activities. Social leaders get the business.

Remember you are in business and part of your business is selling your product or service.

Do it socially and be proud of what you produce and what you do. It pays dividends.

Never neglect the many opportunities to network. Remind yourself of them in your public relations plan.


Publicity and public relations can and will help your business grow. They are often more cost-effective than advertising, the affects last a lot longer and can be very far reaching. Your public relations plan will act as your guide to this future growth.