If you’re a business owner, prospective or current, you may be asking how you can promote your business without a PR department. Promoting your business is essential to gaining new customers and keeping old ones coming back. Business promotion is two-fold. The first part is to actively let consumers know about your business, services, and/or products. Don’t rely on word-of-mouth, as it’s not reliable. Anyway, people are more inclined to talk about how bad a service or product was for them than they are to rave about how great it was. The second part is to set a budget. It doesn’t have to be an expensive business operation either. Here are a few low-cost/free ideas for effective business promotion:
- Promote in Communications – Sure, you may have business cards with the name, address, and phone number of your company, but this isn’t enough. Your emails should have an automatic signature featuring the same information, and any physical paper documents you send out should have a letterhead with this information.
- Vehicle-Turned-Billboard – During your commute to and from work, or even while just enjoying the open road, how many vehicles advertising businesses do you see? Probably quite a few. There’s a reason they’re so popular – because it’s an effective advertising tool! Think about it, it’s the best way to get people to actually look at your company and the products/services you provide. Vehicle wraps are the way to go in the advertising world.
- Blogging and Social Media – Does your company have active and engaging social media accounts across various platforms? What about a regularly updated blog on your website? One of the most effective advertising schemes in our newfangled digital world is to be active on social media and keep current with blog posts. You should aim to post at least a couple times a week on social media across various platforms. For blogs, you should upload at least one post a week. You can even promote a new blog post within a social media post, with a link to your site’s blog.
There are many more ways to promote your business for little-to-no money at all. Some strategies may work better than others, so research effective methods for your area of business. And don’t forget to come to The Enterprise Center at Salem State University on December 14 for a special presentation by PR Consultant, Robin Samora, beginning at 8:30 am.
A press release is a short, compelling news story written by a public relations professional or marketer and sent to targeted members of the media. The ultimate goal of a press release is to pique the interest of a journalist or publications enough so they print your company’s news. This means free advertising as well as brand name exposure. These short releases, known as PR, can be a wonderful bonus for companies to be recognized by trade papers, journals or even local newspapers. So what should be put into a press and release and how should it look in order to catch the eye of the intended media? Lets’ take a look at the components of a press release.
- Contact Information – Right at the top of the page include your contact information including the name of the company you are writing for and the email/phone number. This is important because anonymous releases are a “no go” in the publication world. Make it easy for each publication to know who you are. Include the data as well so they know the information is current.
- Be Short and To the Point – No journalist has the time to read lengthy press releases so get to the point in the first sentence. Let the reader know the big news right in the opening and use all pertinent facts, so if they do choose to run with the information they will have the correct facts, names and information. This is a good idea as it is an attention grabbing way by having a strong headline.
- Give Statistics – Give the reasons why your announcement is important and who it will impact. Many PR firms suggest doing this by giving statistics or percentiles that show off just how important the information is.
- Use Quotes – Save the journalist time by including a human element.
- Be Precise – Proofread the release so there are no grammatical mistakes.
(Initial or Renewal Course based on the 2015 AHA Guidelines)
Basic Life Support (BLS) is the foundation for saving lives after cardiac arrest. This course teaches both single-rescuer and team basic life support skills for application in both in-facility and prehospital settings. This course is designed for healthcare professionals and other personnel who need to know how to perform CPR and other basic cardiovascular life support skills.
In addition, BLS training can be appropriate for first responders, such as police officers and firefighters, as well as for laypeople whose work brings them into contact with members of the public, such as school, fitness center, or hotel and restaurant employees.
Students must pass a written exam and skills test in order to qualify for a BLS Course Completion Card.
Upon successful completion of this course, students will receive a completion cad valid for 2 years.
Conveniently scheduled on Saturday, please choose the session that works best for you.
“Advertising is what you pay for, publicity is what you pray for.”
Public Relations is a very careful dance where the image of a company is shaped by promoting ideas, products or services. In addition, PR is meant to spotlight accomplishments in an unpaid or earned method. Publicity is not writing snappy slogan or buying advertisement space online or in a magazine. In many ways consumers are often confused about the differences between marketing and publicity. Let’s examine the fundamentals of publicity and how it can benefit your business.
What exactly do publicists do?
PR experts are great storytellers and persuasion professionals who use their writing, communication and interpersonal skills to promote a company and their products/services. Tools that a PR expert uses include:
- Writing and distributing press releases
- Speech writing
- Writing pitches (less formal than press releases) about a firm and send them directly to journalists
- Creating and executing special events designed for public outreach and media relations
- Conduct market research on the firm or the firm’s messaging
- Expansion of business contacts via personal networking or attendance and sponsoring at events
- Writing and blogging for the web
- Crisis public relations strategies
- Social media promotions and responses to negative opinions online (Source: Forbes)
How is Public Relations different from traditional or digital advertising?
The most important way that a publicity campaign differs from an advertising campaign is in the cost. Advertising is paid media, whereas public relations is earned media. For example PR means that a professional PR person convinces a reporter or editor of a media outlet to cover or write a positive story about your company or product. While this method of exposure is more difficult to control it is obviously less expensive and can build a level of trust since a third party is validating your product or service. Advertising is much more controllable and can beneficially build brand exposure it tends to be expensive and the audience knows that the advertisement is biased toward the owner or company.
While publicity will never replace a solid marketing campaign, it does play an important part in the overall strategy of of any business. Planning a successful publicity campaign should be an integral part of every company’s plan to build their brand and connect with consumers.