Publicity/PR Ideas for Small Business

Getting publicity is one of those things that you have to work at.  But the benefits of publicity go far beyond the efforts that you put into it.  Getting publicity is kind of like advertising that you don't pay for, but with a twist.  Good publicity gets people to talk about you in a way that you could not pay for.  Publicity helps build your company brand, it builds you as the expert, and it highlights you and/or your organization as a community leader.

Publicity Ideas

Here are some things that you can do locally to boost your publicity quotient.  Build yourself into a publicity expert:

1. Do a neighborhood survey.  Make sure that it is neighborhood that you want to do business in and that it’s a neighborhood that has a high percentage of potential clients.  
   
   A brand new starter-home subdivision is probably going to be filled with people who are young first-time homeowners and their parents are probably more likely in their 50’s and the adult kids are probably mortgaged to the hilt anyway.  Whereas a more established middle-class to upper middle-class neighborhood of older families is probably going to be in more need of home care services because they are older and so are their parents.  
   
   These are also more likely to be people whose income has finally caught up with them and they now have more discretionary capital to pay for your services.  Two things are accomplished here.  First, you get incredible market research into what people need, not just what you think they need.  
   
   You might be entirely correct in most areas, but you also might just pick up a point or two.  Second, you’ve introduced yourself to a whole neighborhood of potential clients who now recognize your face, yet you can come across as less of a “salesperson” than if you were out there pounding the pavement looking for new clients.
   
   

2. Speak at neighborhood association meetings.  These groups find it almost impossible to find speakers and most participants are quite tired of hearing the association president speak yet one more time.  
   
   By seeking out your local neighborhood associations, you develop that face-to-face contact with many people at the same time, your presence will continue to generate conversation long after you’ve spoken, and you will have presented your face and company in a very positive light.  
   
   If there is one lesson that can be learned from Dale Carnegie, it is that people love to be paid attention to.  Your presence at their meeting is a wonderful sign that you are interested in them.
   
   

3. Tie your service to a particular holiday season and let people know about it.  many people travel to see relatives over the holiday and this is almost always the time when the family does an assessment of what has happened with the folks since the last family meeting.  
   
   Give them signs to look for, ways to help around the house, ideas for projects, etc.  Not only will you stay in their immediate mind, you will find that they keep your advice in mind and think of you while they are visiting the family.
   
   

4. Create a series of how-to tips related to your business.  If your business is home care, create a tip series on how to make a home safer for older adults or meals that are tasty, nutritious, and easy to fix for seniors.
   
   

5. Write an article for your local newspaper.  You have lots of knowledge so share that with the local press and you can often get incredible local coverage for free.  Additionally, such a story places you as the community expert in your field.
   

Press related PR

1. Turn a customer story into a human-interest magazine feature and throw in a few tips.  People love a great story because it touches them emotionally.  A word of warning though:  In putting together a story, make sure that you get your client’s permission before it’s published.  Without the consent of everyone mentioned, your PR bonanza could turn into a PR bust.
   
   

2. Pitch a story about your company’s unique office location.  One such company has their headquarters above a therapeutic massage clinic, but they make the running joke that you can find them right above the massage parlor.
   
   

3. Talk about how there is a crisis in your industry in your area or in general.  The press loves to write about problems and if you have the solution, they will love to write about you.
   
   

4. Volunteer for something spectacular.  It could be a task, a giveaway, or to sponsor some event.  In fact if you were to develop the event, your sponsorship is your labor, not your money.  
   
   The press loves to cover events, especially those that are for seniors and where there is a not-for-profit motive involved.  A great example would be to raffle off a car and give the proceeds to charity.  May we suggest your local Meals on Wheels?  Combine this with a school function and you can have a winner.  
   
   When kids are selling off tickets and half the money goes to their school and the other half goes to a senior service project, most hearts and pockets are opened.  Your company gains nothing financially from the raffle, but a lot of good will and PR is generated and such things pay off in the long run.
   
   

5. Be the first to adopt a new technology in taking care of people.  The press and people in general love technology and something new and innovative is the perfect key to getting publicity.  
   
   We suggest however, that it’s not just technology for the sake of itself.  It must have a functional purpose.  A good example of this would be the use of the web in a way that increases communication or service to your clients.
   
   

6. Talk about your employees or honor one publicly for service above the call of duty.  It reflects well on your employee and shows that you are the kind of company that honors selflessness and personal duty.
   
   

7. Keep journals on your company progress and success.  At some time in the future, these are the great things that make great stories.
   
   

8. Have you added new services?  If it is something new or there is a new twist on it, you may find that there is a delightful PR angle on the service.
   
   

9. Announce a partnership with a new company that will bring additional services to all clients.  Depending upon the size of your organization, this kind of publicity can be a windfall for all because it allows you to showcase new products and/or services.
   
   

10. Tell the world about your unique working conditions and flexible hours.  Not only is this a great feature story, it may also help you generate some new potential employees.
    
    

11. Apply for and win an award.  Newspapers with a community focus like to do stories on companies that are recognized in business or in their industry.  It looks great for the community.
    
    

12. Write an article for your local newspaper or magazine about your industry or the problems that you see in your community.  A word of caution here:  don’t make it self-serving.  Newspapers aren’t likely to run a full story on your company that is really nothing more than an ad for your services.
    
    

13. Take up an issue and take a public stand.  Community issues, especially those that may affect seniors need your involvement and when you do, both you and your company will probably be quoted and/or interviewed.
    
    

14. Talk about the growth in your industry and it’s effect on the local community including what needs to be or should be done to prevent future problems.
    
    

15. Suggest a follow up story to a piece that was previously published.  This is going to take some time because the deal is that you have to keep relevant stories for a year or more before they are fresh meat again.
    
    

16. Suggest to your local newspaper that they run an advice column related to your line of work.  Your choice, offer it as a column that you write daily or weekly, OR choose to take questions from the public like Dear Abby and her sister, Ann Landers.
    
    

17. Write a story about the myths in the senior care industry.
    
    

18. Tie your story to a political issue.  In the senior care industry, there are enough of them.  Canadian drugs, senior health care, Social Security, Medicare, drug cards, etc.

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