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Guest post by: Susan Lane Become an Author

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While most entrepreneurs recognize the importance of maintaining a healthy public image, few have the budget to hire a public relations company to do so. But, that does not have to be the end of the story. If nothing else, entrepreneurs are known for their creativity and resourcefulness. So, why not try to do a little PR for yourself?

First, you have to make sure that you, or someone within your business, has the time to spare to devote their energy to the process. Weigh the costs and benefits, and only proceed if you’re sure it will be a worthwhile activity.

Second, be practical and honest without yourself about how good you will be at it. Do you have the contacts you’ll need to make any progress, or rather, make any efficient progress? We could probably all do a decent job at it if we took a year or so to learn. But, what are you able to do right here and right now? You probably won’t have that year to take. If, after evaluating your options and your abilities, you decide you have what it takes to become your own mini public relations company, then let the fun begin!

What you need to do is firstly, clearly identify what you are hoping to accomplish with your campaign and with whom you are hoping to accomplish it. What message do you want to send out, and to which market? Remember that you can have more than one message to more than one market, but not each will be best communicated in the same way. And, don’t get too lost in too many markets or too many messages. Take things one step at a time and keep your strategy simple.

Once you know what you want to say, you need to understand exactly how to say it. If you’re writing a press release, the media don’t want a story about how proud your mom is of you for starting up your own company. They want a real story – something with teeth. They are always on the lookout for a good idea, and if you give them one, they would be only too happy to write about it. But, they need something that will hook their viewers too. Give them a conflict, some drama, some passion, but don’t forget, too, to give them some facts. There is nothing worse than a press release with no hard facts, so cite statistics and back them up.

Finally, remember that media attention does not have to come from the traditional media outlets. If your company has a website or a blog, use that to its maximum effect. Try recording a video or a podcast for free online downloading. Or, you could also create a newsletter to circulate to customers and clients. If you put your brainstorming cap on, there should be no shortage of ways to build up your company’s reputation and visibility in the public eye. And then, maybe you don’t need that public relations company after all!

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