3. Get YOUR word out with publicity. Think you can't do PR or publicity without employing the services of a high-priced firm? You can! Although the right firm brings tremendous contacts and experience, most small companies can do enough PR to spark the public's interest. There are many credible Do it yourself PR products available. The various products offered can deliver templates, tips, and step-by-step instructions on how to prepare releases and pitch stories that will intrigue the media.
Keys to success: In a word, leverage. Though it does happen, don't expect one story placement to generate thousands in revenue. Your success depends on leveraging each press release, each article, and each published mention. Put it all on your Website: Create a news page and add a What's New area on your home page. Add it to your marketing kit and send the piece to clients, colleagues, and professional organizations. Include a note in your newsletter that says 'Recently Seen In...' And remember: PR is more cost-effective and more credible than advertising.