Low-cost Things To Try

There are many tactics a small business can employ to get into this great position. For example, many develop their own newsletters. But how many get contributions from high profile third parties, adding that gravitas to what you are saying?

Some small firms do their own research to try and generate news articles. But how many make them more high-profile and cost-effective by negotiating in-magazine surveys to be run in conjunction with leading publications?

How many small firms form strategic alliances with appropriate partners, for example government agencies, to enforce credibility and authority of a brand?

There are a whole host of imaginative yet low-cost things your average small business can do, such as commissioning factsheets and informative guides to aid campaigns; using freephone numbers for campaigns; offering the press associated (but not expensive) gifts to provide 'creative standout'; securing early, heavy-weight media endorsement; endorsement from analysts through face-to-face briefings and the recruitment of key media opinion informer; and creating limited-edition media kits that are personalised for journalists.

Here is a selection of no-cost or low-cost things you could try:

:: Press coverage increase by drawing up media coverage targets, by using methods such as: approaching an appropriate medium on an 'exclusive' basis with advance briefings; acting as a hub press office during a campaign; writing national and regional press releases, and releases aimed at specialist press and online media

:: Opinion testing of opinion leaders, turned around quickly to inform and lead debate

:: Report commissioning of independent academics

:: Facilitating Media Awareness Training for relevant people in company, to ensure they are prepared to deal with the press and provide a positive image (again, dealt with below). Often company members are the most effective spokespeople for the company itself, as they are both passionate and knowledgeable about the area and their future plans

:: Approaching media about being assigned a contact to cover all subsequent stories emanating from a campaign, and support for creating a campaign identity by reproducing a logo alongside associated stories

:: A 'Whatever Week' involving hosting special events and promotions, incorporating posters, folders, leaflets and tentcards

:: Agenda-setting through columns in local newspapers

:: Negotiating features with newspapers, offering human interest stories and topical case studies

:: Starting up a competition

:: Sponsoring an event

:: Using celebrities to aid product / service launches

:: Publication of an e-zines to publicise customer news, with invitations to subscribe to it on websites

:: Holding stakeholder forums in unique venues with high-profile facilitators

:: Creating a 'New Contract' with stakeholders

Using a little bit of 'PR magic' could generate unlimited profits for your business!


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