Marketing PR - Toot Your Own Horn

This is a reprint from the Bucks County Courier Times. It is brief and to the point.

There are many ways to toot your own horn, from the way you dress to the people that you are seen with and the associations you join. These are just some of the most basic and they deserve your attention.

Many entrepreneurs want to build visibility for their business–they just don't know how. Start by identifying the core message you want to communicate and the audi­ence you want to reach, and then devise
cost-effective steps to convey that message.

        Tell your story. Lay the ground­work for powerful PR by answering the “big three” questions: Why are you doing this? Why should we care? What’s your background/expertise? Reflect on what motivated you to start your business and why it matters to the general public

Cultivate reporters. Establish alliances in the press, and positive PR will soon follow. Introduce your­self to reporters who write about your industry Give them news tips on trends, new technology or changes in government regulations.

Hit the airwaves. Get yourself on the radio as a consumer advocate in your field or an activist on busi­ness issues. Research national or local talk shows (Talk Show Selects, lists hundreds of shows with preferred topics and contact informa­tion – call
800-55-0311). Write a 200 word “pitch” describing what insights you could offer on a particular­ topic, then e?mail or fax it to the show’s producer.

Publish articles. Writing a short piece for your local newspaper or trade journal can build your visi­bility in a low?key but impressive way Use your article to educate readers, not to brag about your busi­ness.

Speak out. Presenting or serv­ing as a panelist at a conference or community event will give your business exposure.

Write the right release. Press releases should be 300 words or less —no more than three paragraphs— fitting on one page, double?spaced. Write in the style of the publication you’re sending the release to, and pick a catchy, informative headline. Use short sentences and lively, verbs.

Public Relations (PR) is only one small segment of your Marketing Plan. A SCORE small business counselor can supply other material on the subject or you may request a follow-up counseling session with one of SCORE's Marketing specialist.

There are many books on the subject Available at your local library. Check them out when you get the opportunity.