The Startup Journal had a great piece on doing public relations for startups and small businesses. This article is interesting because it highlights a little fact that I've become pretty comfortable with which is "most PR firms don't do well at getting publicity for small business", which is compounded by the fact that most small businesses do not strategically handle their publicity campaigns (if you want to call them that...).

This is not to say that there aren't firms out there doing this well, but frankly, when you look at the overhead of the average PR firm, and the amount that your average SMB/E owner is willing to pay for publicity, you have to admit that there is a discprency there!

On that note, here are a few pointers on small business public relations from my experience and from the article that, as a small business person, can use today:

1. Small businesses working with any PR firm should demand a plan that targets particular publications or venues for contact. Yes, I know this requires more work, but especially in a small town like ours, this is crucial.

2. Your list of publicity prospects should include -- the local daily newspapers, weeklies, the local business journal, trade journals, the free tabloids, the neighborhood and university papers, and other publications that cover a bit beyond the radius of your target market or industry

3. Be mindful and take note of the reporters who demonstrate an interest in your industry/community/etc. These are the folks who should receive your press releases when you send them.

4. Writing a press release does not require a degree in journalism or extra special talent. Many business books offer examples. (One is "Getting Business to Come to You" by Paul and Sarah Edwards and Laura Clampitt Douglas (Jeremy P. Tarcher/Penguin, 1998).) These press releases aren't going to get you into the New York Times, but they might get you a mention in the local business weekly. (caveat: Professional PR types might consider this blasphemy,but I've written now dozens of press releases for small business, some of which end up making the FRONT PAGE in a small-town local newspaper or onto the prominent pages in a local business journal - thus, achieving the objective for a small business serving locals)

5. There a dozens of reasons to send news releases. Do a quick "gut check" to be sure that what you have to say might be of value to the community/customers. Don't be bashful.

6. Suggest story ideas to those covering your beat, which would feature you as the expert on a pressing topic. Are you a shining example of some national trend, for better or worse? The hot trends in whatever season is coming up that especially suit your customers and community?

7. Use this as an opportunity to reach out to other businesses with you PR efforts, not just the media. Write letters to restaurants, salon owners, and other businesses from all over town to invite them an to event at your store or restaurant. It's great word-of-mouth advertising to be connected to the greater local business community.

8. Start a partnership/coalition/co-op/whatever with another local business or group of businesses. Offer to get the media attention for your venue. Local media and business leaders usually love these cooperative efforts and doubly so if there's real tangible benefit for your customers.

9. Nonprofits need to do this too, and can get great traction by reaching out to, and partnering with the local business community. Make speeches, hold seminars, get in touch with local corporate PR executives, and suggest you give a speech to their employees on whatever cause you support.

10. Be consistent. Remember the point about making this a CAMPAIGN...well, you need to make this a consistent, year-round effort to reap any benefits. Don't be a fly by night press release dropper. Besides, the media can come to know and respect you with more and more interaction (or become extremely annoyed with you) which typically yields additional benefits such as stories on your business and the opportunity for regional or national media attention.

11. Submit your news release to free online PR distribution sites like PRWeb.com. While these may not assist in getting you into your local business journal or hometown newspaper, these sites have have an impact on driving traffic to your website, provided that you include a proper URL in the news release. You can pay more to have the news release picked up on Yahoo news & other such sites, which also helps when people are doing searches on your company name.
    

[Bill carries on the conversation and offers some more insights at Pheedo]