Five Ways to Get Positive Public Relations for Your Company

While various economic forecasts call for a positive economic environment ahead, even in hard-hit New York City, now it is vital for small and midsize businesses to put their names in front of potential customers who are finally ready to open their wallets. 

Public relations is a great way to do that.  Unlike advertising, in which you buy newspaper or magazine ads or airtime, PR gets your name out there “for free”.  The catch?  You must interest reporters in writing news stories about your company.  It’s much cheaper than advertising – and more credible, as your company’s name is embedded in the news.  But how do you interest the media in covering you? The only real drawback is that—unlike advertising—you are not guaranteed media placement through your PR efforts.

Here are five ways to get your company’s name into the press in a positive way so those customers choose your company’s products and services rather than those of competitors.

1. Find a news hook.  A news hook is that aspect of your company, products or services that is somehow related to the news of the day.  In the New York area, your small business will have to aggressively compete for attention.  Why should the media cover you?  Find a connection between you and what’s in the headlines.  For example, if you are publicizing a medical practice, be prepared to talk about the top medical stories of the day: SARS, Botox and the like.  If you are publicizing a law practice, be prepared to discuss Wall Street law breaking or high-profile criminal cases such as Michael Jackson or Kobe Bryant.