Richard Laermer

Small business owners and entrepreneurs face the lifelong challenge of getting the word out on their business or product. For many it is a chief priority – as well it should be. Let’s face it: no buzz, no clients. No money, no glory. Heck it’s a snowball!

From caterers to technology startups to Fortune 500 companies, competition is high and the success of a business depends on winning. The problem is, most people haven’t a clue where to start the contest. The questions mount and they need answers:

*How do I go about drumming up publicity?

*How can I get exposure without spending gobs of money?

*As a one-person operation what is the best way to attract new clients?

*Should I turn to print or mass media advertising?

*Should I hire a firm or do it myself?

Public relations agencies have, for decades, told clients “You can’t do it without us.” Well, that is pure hogwash. Get exposure for your company without those big time PR firm fees. The truth of the matter is, businesses should, can and are able to do it for themselves. Those that aren’t just don’t know how.

Word-of-mouth (and sometimes gimmicky events) is still the most efficient and overt way to “advertise” – the buzz culture is huge in this meta-information age.

Get gums to flap about your business or product. Start by schmoozing with local influencers. They can be anyone who sways opinion, such as your local mayor, PTA president, or smooth-talking CEO’s. The key is to find the person who spends the most time administering to the circle you or your idea travel in.

Take it to the streets via guerrilla tactics – but remember always be goal-oriented. Get people on the corners buzzing about your product by delivering your brand right where they’re standing, it could be as simple as a sticker campaign, just be sure your guerrilla tactic is memorable and has an obvious link to your brand.

Just say no to Advertising. Spread the word about your product or business through the media. Hard earned dollars spent on traditional advertising can be wasteful and burn serious damage in your already shrinking pockets. Reality: people aren’t ‘buying’ what’s in most ads, but still hold the “I believe what is printed” theory about earned media. Don’t spend money on expensive ads when a few decent placement might make it hit your target bull’s eye. If you advertise on TV, you might find yourself on a show at 3 a.m. when the insomniacs are watching.

Take it to the press. Getting the word out about any business no matter how small or hard to explain. First figure out your news hook and messaging, don’t reach out and touch someone unless you have a plan.

Find yourself the best possible news peg in your area. Whether it’s the Mayoral race or someone trying to improve the odor of a neighborhood, you can get your client or product into that story.

Connect to a bigger story. Gee, how is your product somehow relevant to the front page of a national newspaper? Think on.

Be careful about creating the right kind of message. If it’s overly controversial or silly, it might work against you. Keep the story reigned in – even if it’s a gimmick, know when to stop and turn it back into news fodder rather than all out fluff.

Turn over every stone and don’t pass an opportunity. Often one idea that seems most offbeat is the concept that is going to work for you. When people around you go, “No way,” – and you know in your heart that it’s a doozie – push them away. You have to be different to get attention.

Don’t be shy about phoning or writing a reporter who’s done something on a competitor or similar firm: know what he/she does for a living and be convinced precisely why you’re a good story, before calling or mailing. Go to parties where reporters are and ask them what they cover. Find a way in such as getting on mailing lists.

Media people are fewer and far between which means they need help. You can be that assistance with your opportunistic story, as long as it’s germane and well thought out. This isn’t hype. In other words don’t say something that’s not true. Would be deception and you can get in trouble for that – meaning no one will return your calls again.

Reach out to media without fear of being “dumped on.” There are ways to remark to reporters “We’ve all got a job to do.” Reporters respect someone who says I’ll get you the information and then swiftly gets it done. So if you promise something, make it priority one. Everything about PR is follow through.

Be consistent and follow through on every e-mail, call or “snail mail” letter no matter how small. Nothing is tiny. A reporter in a small town paper leads to a TV producer leads to the cover of “Time.”

Passion is everything. At the end of the day, if you’re not excited about the product, who will be? Always keep that in mind. If you are out there and pushing the message, results will come. Don’t try it just once though. The first time may mean failure. The second time could merit serious media attention.

Richard Laermer is the author of Full Frontal PR: Getting People Talking about You, Your Business Or Your Product (Bloomberg Press) and CEO of RLM Public Relations Inc. in New York and Los Angeles.

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