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PR - Often Forgotten Marketing for Small Businesses

By Bob Grant, President, Grant Marketing

There are literally thousands of offline and online media outlets in this country and around the globe. What a tremendous opportunity to promote your company

According to PR Web more than 80 million people get their news online every day. There are literally thousands of offline and online media outlets in this country and around the globe. What a tremendous opportunity to promote your company and your goods and services.

Press releases not only deliver news of your company to interested readers and media, but they are also an excellent means to drive awareness and traffic to your website. A properly written press release with specific keywords that are meaningful to your company and its products/services can help drive traffic to your website or blog. The press release can be delivered through RSS feeds and through your social media, like Twitter and Facebook. The press/product release can be added to the news section of your website and delivered to your customer base by email marketing. Press releases are one of the most cost effective tools for marketing your company.

You should launch a press release a minimum of once a month. Keep a check list of likely topics, like product launch, awards, new client, new hire, new promotion, anniversary and so on.

Changes within your organization can impact your customers, and influence editors and analysts that watch market trends and product innovations. They want to know what your company is doing and why you are doing it. Keep your company in the public eye with regular press releases. What's newsworthy in your company?

For an expanded list of ideas use this PR Checklist:

A new or improved product
Promotions, or new staff (who, what title, and why)
Retaining new outside services (distributors, sales reps, advertising/marketing company)
Introduction of a new or improved service (faster delivery, educational services, 800#)
New campaigns
New merchandising (promotions, new catalogs, contests)
Changing the company or product image
Company growth (new - office, division, dealer)
New or improved facilities (relocation, plant expansion, construction)
New markets (prospecting, entering, expanding, and entering new markets)
Conducted research (plans and findings)
Start or finish of a project
Price and sales issues
Annual shareholder's meetings
Financial statements (mergers/acquisitions, financing)
Sales and earnings
Stock information (going public, price updates)
Capital investment (new manufacturing equipment, major purchases)
Public appearances (TV/radio, trade show attendance)
Meetings (sales and annual company meetings)
Anniversaries (company, product, community associations)
Special events (open house, previews, plant tours)
Records (being the 1st, having the most, booking large orders)
Awards (employee, company, community service)
Personal milestones (retirement, birth, marriage, years with company)
Employee activities (organizations)

Bob Grant, President of Grant Marketing ( www.grantmarketing.com ) in Newton MA, specializes in B2B Marketing and Marketing Communications. Bob can reached at 617.796.0186, by email: bob.grant@grantmarketing.com or visit the Grant Marketing website for more information.

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