When someone needs your service, do they think of you? Do they even know of you? This is what Public Relations is all about, gaining top of the mind awareness for your prospects.
Do not keep your business a secret. Let everyone know about the good things your business does and the excellent services you provide for your clients. Public Relations helps create visibility. It defines an industry niche and outlines why you are better than your competition.
There are two ways to get news in the media: One is to pay for it and the other is to have the news media publish it. News articles are very powerful because they project your business and you as experts in your field.
Examples of public relations can be found in news print, Web sites, radio announcements, word of mouth, newsletters, and many other forms. The question now becomes how to get your news into these outlets. Fran Kirschner explains how important it is to have a solid relation with editors and reporters in the news media. Public Relation Firms should have these relationships and it is a huge part of their value. Correspondence with the news media should include stories and news with a human interest element, such as new business achievements, local community activities, hiring new employees, promoting employees, election to a board of directors, charity work, etc. How you correspond with the news media is critical in how successful you will be. Correspondence should be timely, relevant, and in the preferred format.
Some companies have the resources to do this in-house, but most do not and must hire a public relations firm. When hiring a public relations firm make sure to check references, review portfolios, and confirm the firm is a fit for your needs and industry.