You’ve set up your business to bring in some extra dosh, help people, solve an issue, get the kind of lifestyle you’ve always dreamed of or for any one of a multitude of other reasons. But how can you build it if nobody knows about you, what you do or how to find you?

Word of mouth is still a major influencer in how people choose which business they will use, however, the publicity gained from public relations cannot be underestimated as it adds another tick when customers are deciding to purchase, giving you that edge that a well-known media channel is talking about you. Public relations is a cost-effective and fun way of getting your message across.

Don’t be daunted about stepping out of your comfort zone and talking to the “media”.

As an entrepreneur and especially when you’re starting out, your budget is often stretched or non-existent, so spending big bucks to print glossy brochures or advertise on bus shelters is often, simply, not feasible. And even if you can afford advertising, have you really got a handle on the benefits it’s providing you? Do your customers trust your messages when they know you’ve paid for that message to be where it is? Is it really targeted to your ideal client?

Public relations creates awareness and visibility in ways you may not have even considered. You will be at the top of your target market’s mind. Awareness brings a strong brand image. A strong brand brings new clients, new customers, and new opportunities. And it is more likely your target market will trust your product or service having seen a “third-party” endorsement such as an article written by a journalist.

Unlike advertising there is no guarantee that your media release or media pitch will make it to the front page or even the middle pages of the newspaper. But if you find the right person to pitch it to and follow up by phone and have a couple of different “angles” or story ideas, including stories/case studies of your clients then you’re doing much more than most of your competitors.

PR is so important in conveying a positive impression and shaping attitudes and perceptions about your business, but how do you do it? And does it mean you’re going to have to be on the telly, yikes!

This is the time when some entrepreneurs opt out because it seems a bit daunting to put themselves out there in front of the media. But remember you needed to step out of your comfort zone to start your business in the first place – organising the money from the bank, hiring employees etc – all new skills you needed to learn. And doing PR is exactly the same – something outside your comfort zone which will bring awesome results and won’t be that bad once you just jump in!

Here are my top tips to get you that slight edge over your competitors enabling you to tip that ideal client over to your side, as the more credible option:

1. Spend an hour or two researching twelve different media outlets who talk directly to your target market. Now you have one a month you can email
2. Get together with your best biz buddy and brainstorm ideas on your business to include articles you could write, blog pieces, content, clients who are doing amazing things because of you, your backstory and what you are willing to divulge to the media to put some heart around your story and angles for your biz – match these to your chosen outlets
3. Offer exclusives – no media outlets wants an article you’ve written which you put on your blog last week. Make sure its fresh, new and you’ve tailored to their audience
4. Pick up the phone – I’m not sure many people do this nowadays! Call the newsdesk at your local paper and find out who the right person is to talk to…..and then talk to them! They here your voice, they hear your passion about your product and this is your ‘sell’. Ask them if they’re interested in your story and then use the ‘negotiator’s silence’ and STOP talking. Don’t waffle, just wait to find out if they’re interested, if not, ask why not. Ask questions and listen to their answers.
5. Flattery gets you places. Be targeted and tell the media outlet that you think they’re awesome and you have some fab content written with their readers in mind. How could they refuse!

Use public relations to your advantage. Build visibility, familiarity, trust and awareness for your company in a cost-effective way. And at the end of the day, you’ll likely see an increase in sales too. Now what entrepreneur doesn’t want that?