Tips for Building Buzz on a Budget

People do business with people they know, read about and hear about and it is important to ask yourself what you are doing to be better known.

Here are a few tips that I offered on a recent radio interview for SCORE.

Public relations is so valuable and this is one of the most important marketing strategies that a small business can use.

The printed word has a far greater retention rate than an ad and when couple with other strategies of social media, advertising, direct mail and special events--the outcome is even greater.

To get started:

1. Create a fact sheet also known as a press kit and compile a brief bio about yourself and your business. These are the facts. This is provided to reporters when they ask you to send them something.

2. Know your local papers--pick them up and read them. Determine which paper would be the best for the type of stories you have in mind and if there are specific reporters who write about your business.

3. What would be interesting to someone reading their morning paper. This is what you should ask yourself when you want to get your company in the newspaper. Your mother may think you are special but a reporter may not agree. This is where a pr specialist will be helpful. They should be good in ferreting out what would be an interesting angle to peak a reporter's interest.

4. Can your business celebrate something worthy of publicity...an anniversary, attending a convention, personal achievements? These may warrant publicity. For example, if you are celebrating an anniversary of the company...make it into something special.

5. Merchandise a press release. Print it on letterhead--not the office copier and send or email it to past and present customers, use it for a handout while you also send it to local newspapers.

6. Is there something new that your business is offering or doing....new employees, someone's promotion, adding new energy saving equipment?

7. Help someone by having a holiday food drive or get a team together wearing matching t-shirts and support a charity walk. Get pictures to local media. This is piggybacking on someone's event and it's very effective.

8. Teach people and how-to's are great publicity opportunities. A service station can have a day where they show women how to check various things on their cars or even how to do a proper car wash. A clothing store can show a trunk show with a new designer line...how to pack tips and how to use accessories. The how to list can be endless.

9. How to tips offer creative press releases too in giving advice. Tie the tips to holidays--maybe how to throw a kentucky derby party, etc.

10. Write a letter to the editor about something in your community that you feel is important to your business. For example for Grandparents Day a senior community writes about bringing attention to older people and adopting a grandparent.

Have fun....things that are alittle off the wall...alittle zanny attract attention and create terrific pr opportunities.