How to Start Your PR Agency
04/11/2013 10:42
ou have started a company, but you don't have funds to hire a PR-Company or a publicist. You don't have any connections in media houses or in the corporate world to push information about your company to the public. You need affordable and effective PR to kick-start your company, but what can you do? For the time being, be your own PR person!In a NutshellTo build a solid client base, gain the attention of prospective buyers through third-party endorsements, join social networking websites, and promote and maintain a positive and persistent press image.Third-Party Endorsements—Better than AdvertisingBefore choosing to do business with your company, the market needs to know who you are and what you can provide or do for them. An effective and time-honored way to attract customers is to tell stories about what your company has done to solve the market's same or similar problems. Third-party endorsements carry the persuasion of human interest and the credibility of objective news, they often work better than paid advertising, and they can be published in print and electronic media. To promote this type of business-generating publicity, you must develop genuine, cordial relationships with journalists. Being honest, forthright, and personable lets reporters know the company's officer is approachable.Become Familiar with Journalists and EditorsHelp journalists and editors who cover your line of business understand the issues of the industry you're an expert in to encourage them to promote you and your business. Read their articles and public responses to their work. Ask editors if your story has been assigned and how to go about contacting writers directly with information and leads. As you promote your agenda, be sure to remember that journalists need time to prepare adequate articles for publication.Get Involved Locally and Join Social Networking WebsitesJournalists in smaller media outlets are often involved with community activities. Investing time and energy in community efforts will likely spawn the sort of relationships with the press that can further your business. Marketing through online communities can also forge relationships and bring awareness to your brand. Link websites to blogs and pages to provide access your company information.Organize Networking DinnersLook into public relations firms and find out who they've represented and how much they charge for services. But also consider organizing networking dinners to make connections with bloggers, journalists, and public relations groups. A year's worth of networking dinners may cost about the same as a month of PR work.Reality CheckAlthough it's easy to become frustrated when dealing with the media, success requires devotion of time and an uncompromising belief in your idea. Weekends, vacations, and lunch breaks are rare luxuries while trying to attract the attention of journalists and prospects. Patience and tranquility play a key role. But as you begin to see your efforts creating results, the pinch of grueling hours and sleepless nights will become a distant memory. Positive thinking combined with quality products and services will bring your company business by word-of-mouth. Repeat customers confident in your company's abilities will bring you the success and future stability you have worked so hard to achieve.