Publicity Payoffs

Here are five cost-effective ways to put your company on the map—and add to your bottom line. Don’t have the funds to hire a PR or marketing firm to promote your small business? No problem. It is possible to grow your business quickly and cost-effectively with a few low-hassle PR efforts you can make yourself. “Leveraging the power of the press is a key tool for all entrepreneurs,” says Andrew Field, president and founder of printingforless, a commercial printing company. “When your organization receives media mentions, you gain valuable third-party credibility and coverage you simply can’t purchase with advertising dolla

Here’s how to get started promoting your company:

1. Pursue top venues.

When you begin your publicity efforts, think big. While it’s a good idea to start at the local level, don’t stop there. If you dream of a feature story in the New York Times or Wall Street Journal, or being a guest on Oprah, go for it! Many top media venues want unique stories from new entrepreneurs, and you may have just what they’re looking for. If you’re going to spend time pitching your company, you might as well go for the gold.

2. Pick up the phone.

Research pertinent media members online and develop an interesting story idea for each person on your list. Editors are much more responsive when it’s clear you’ve done your research and know what they’re looking for, rather than reaching out to them through a mass e-mail that may or may not meet their needs. “Be remarkable,” says Andy Sernovitz, marketing expert and author of Word of Mouth Marketing: How Smart Companies Get People Talking (Kaplan, 2006). “And if your story is unique, valuable and backed into your overall brand, media members and the public will be interested in what you have to say.”

Once you have your story idea ready, call the editor or reporter directly. E-mail is a great tool, but writers and editors get inundated with hundreds of pitches each week, so a call—at least to follow up after sending an e-mail query—is more likely to get you noticed. Introduce yourself and give a succinct pitch. Even if you get rejected, you’ve started a beneficial relationship for future opportunities. Follow up regularly with press people you’ve connected with. You may not be right for the stories they’re working on this month, but next month you might be the source they’re looking for.

3. Provide media-friendly content.

Make it easy for reporters to get the information they need fast.