Public relations can be an effective way to generate awareness and name recognition for your business. PR is also considered to be a low-cost alternative to other marketing tactics such as traditional advertising and media buying. Your PR strategy should begin with the following key elements:

1. Build your target list: Compile an accurate database of key media contacts.
2. Develop your hook: Tell a compelling story.
3. Follow up: Cultivate relationships with the media and stay in touch.

Action Steps
The best contacts and resources to help you get it done

Turbo-charge your press releases

Your news releases should be newsworthy, targeted to the appropriate contact and, above all, engaging. Break through the clutter by enclosing something unique or creative (related to your business) with your release.

I recommend: Boston-based Shock PR's "PR in a Box," low-cost do-it-yourself kit features press release templates, tips and "how to's" for pitching stories to the media. PRWeb offers free press-release distribution services.

Maximize email marketing

Email marketing software has made it easier than ever to send out professional newsletters and press releases. User-friendly templates let you customize, target and track your email releases. It's a low-cost way to stay top-of-mind with the media.

I recommend: Constant Contact offers low-cost do-it-yourself email marketing solutions, as do Bronto and Benchmark Email.

Make the media's job easier

Tailor your pitch to the appropriate writer or reporter. If you're not sure who to send your release to, call the newspaper, magazine, TV or radio station first and ask. Respect their time and deadlines. Have a press kit ready if the media ask for more info, but don't flood them with sales materials. Give them what they need, when they need it, and you'll increase your chances for positive press coverage.

I recommend: The Public Relations Ideas blog features a section on working with reporters and editors. AboutPublicRelations.net provides a "PR Toolkit" and other ideas on how to be media-friendly.

Develop relationships with press contacts

Network with the media at industry events. Make an effort to get to know local reporters and leverage those relationships. Establish yourself as a resource to reporters and editors.

I recommend: 101PublicRelations.com offers books, tapes and reports, including several on pitching reporters. Need to find reporters or editors? BurrellsLuce Media Contacts database lists 300,000 contacts at 60,000 media outlets (fees vary). Or use Google News to search for news articles with the name of your company, your competitors or your industry, as a way to build a list of names of reporters.

Start a blog

Establishing a company blog is low-cost way to position your business as a leader and an expert in your field. You can then direct the media to your blog and include the URL in your press releases and emails.

I recommend: Blogger is a free, easy-to-use blog publishing tool that can have you up and blogging in minutes. An alternate, low-cost blog publishing site is TypePad.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Look professional: Your press releases should be crisp, clean and free of errors.
• •  Call back promptly: Be accessible when the press comes calling.
• •  Once published, turn your press articles into sales tools or one-sheets. Post any positive press stories on your own Web site.
• •  Don't spam the press! Staying in touch with real news is fine; being a pest is not.
• •  Become a reliable and trusted source from your industry to the media. Join your industry association and do some real work for it.