DIY PR

A public relations plan is an essential component in the growth of your small business. Maintaining a public posture keeps you in the eyes of all sorts of prospects and customers, from first-time buyers to established clients.

But professional services can be expensive, a cost that many small businesses simply can't take on-especially in a tight economy. Still, it's possible to build and maintain a successful public relations effort on your own. Here are six proven PR strategies:

1. Tap into cost-effective media networks-One such example is Help A Reporter Out (HARO). Here, you sign up to receive notices from reporters and other media people who are looking for sources. Responding to requests for professional insight and expertise can help get your name into all sorts of media. And it's free.

2. Position yourself as an expert-Take a few minutes to contact various media-from local newspapers to industry-specific magazines-and find out which reporter covers Solution Providers, small business technology or some other similar beat. Then, drop him or her a quick e-mail introducing yourself and offering to help as a source of information. "Reporters are always looking for sources to fill in gaps in pieces that they're writing," says Ann Baker of Publicity Pros, a Los Angeles PR firm. "Position yourself as a credible, reliable resource."

3. When communicating via e-mail, never send attachments-One additional media tip-journalists are like everyone else in that they have too much to do in too little time. Make any communication you have with them direct and on topic. That's particularly true via e-mail, as many journalists' e-mail programs automatically zap any incoming mail with attachments. So, when reaching out to journalists or other media people, say what you have to say in the e-mail itself. You'll have a much better chance of getting your message across.

4. Be prepared if you have an interview-A journalist wants to talk-great! But don't just wing it. Know what's going to be discussed and do your homework beforehand. Stay on point and don't ramble. Publicitypros.net, for example, lets you receive free publicity tips so you communicate effectively with journalists and handle yourself well in interviews.

5. Become an active part of your community-Public events are a simple, cost-effective way of boosting your visibility. Offer a free "tech support day" where clients and others with questions or issues can obtain free advice. If there's a fundraiser in your area, volunteer your time and expertise.

6. If you write a press release, have someone else look it over-If you try writing your own press release, Baker suggests taking a draft to a PR pro and offering to pay a set amount to have it edited and formatted release properly. Never send out any release without having a second set of eyes give it the onceover. "It's amazing how poor a job we can all do when it comes to expressing ourselves," says Baker.

A public relations strategy doesn't have to cost you a bundle. A positive, visible posture positions you as proactive and credible-attributes that lead to new clients and a more profitable relationship with customers who are already on board.