Secrets to Generating a PR Buzz

Everyone knows that getting press and positive word-of-mouth referrals are two of the best ways to drum up business. The question is, how do you create that buzz without shelling out a lot of bucks?

There are many creative ways a small business can leverage its local community resources to get out the word. One of the first places to start is by telling your story to the local newspaper. “Find something unique about what you’re doing, and call up the local paper and let them know,” says Matt Burke, a public relations consultant in Portsmouth, NH. “They’re always looking for interesting things to write about.”

Events are another way to reach out to the local community. Wine stores that host wine and cheese tastings, or bookstores that promote local authors with signings are prime examples of how to coax people through the doors of your shop and let them sample what you’ve got. With such events, there’s always the possibility of getting coverage in the local paper.

For companies that invest in public relations as part of their marketing and sales budgets, it makes sense to periodically evaluate the cost of PR in terms of a return on investment.