Public Relations Strategy on a Tight Budget

1. Research media venues

Start by researching media venues that focus on your target audience. Ask your customers what they like to read, watch and listen to on the radio. Search online or browse periodicals at your local library to find publications that are pertinent to your target audience. For example, if you are starting a daycare, check out magazines, newspapers and online publications that target parents.

2. Develop story angles

Create some interesting story angles by relating your products or services to current trends, news, case studies, and recent research. For example, if there is a big story in the news about a computer virus, and your new business sells virus-protection software, you’ll want to let media members know how your software can fight against this particular virus and that you have experts available who can discuss the issue in detail.

3. Make contact

Once you’ve lined up your ideas, contact the media members you’ve identified by sending them a pertinent announcement, press release or simple introduction that elaborates on one of your story angles. You can send your press releases via fax or e-mail or use a press-release distribution service such as PR Newswire.

4. Get involved

If you want potential customers and the press to know about your business, it is also essential to get out and attend local club meetings, events and presentations . Tell people about your products and services. Volunteer to speak about your area of expertise at local events hosted by the chamber of commerce or other organizations.

5. Be persistent

Once you start promoting your business, don’t stop. A sustainable public relations strategy is a long-term endeavor. It can take months to capture the attention of targeted media venues. Plus, it’s important to remind the press about your business on a regular basis so they don’t forget about you.