A public relations campaign may be the best way to kick start the
new business. It can help reach the target customer effectively. The best
part is that it does not cost the entrepreneur too much.
An entrepreneur can approach a public relations specialist to guide the campaign
for a new business. However, a
small business owner may decide to write a press release and send it to
the local newspapers on his own.
The first step in creating a successful public relation campaign for the new business
is by determining the target market area. An entrepreneur will usually first try
the traditional avenues such as weekly newspapers, daily newspapers, regional business
journals, free about-town advertising fliers and chamber of commerce newsletters.
A lot of
entrepreneurs are now diveting into newer mediums for public relations such
as podcasts and blogs.
Radio and television are also important markets for broadcasting public relations
new business owner should try to get the message aired during the news reports
on local television networks.
The message is the most important aspect of a press release campaign. An entrepreneur
needs to determine where the news or announcement of the press release would best
fit into. Sometimes, a press release announcing the opening of a
new business or product will appear in the news section of the local paper
and at other times it may appear in the feature section of the newspaper.
entrepreneur could also seek the help of a public relations firm in coming
up with suitable topics for public relation statements. An entrepreneur of a new
business needs to decide before hand if the PR topic is going to make an announcement,
communicate a change, state an opinion or revealing a finding.
An entrepreneur should remember to introduce a local angle into the PR material.
Otherwise, a local newspaper may not pick up and publish the material about the
new business opening.
entrepreneur of a new business should send the press release to the local
paper or TV station at least a day or two in advance. Many times, PR material sent
very early in the campaign of a new business may get lost in the clutter of the
A business owner sending out a press release about the opening of a new business
should call the editors of the paper and let them know that they are sending a press
release. In addition, the entrepreneur should ask the editor whether they would
prefer to have the material faxed or emailed.
An entrepreneur of a new business should
develop relationships with targeted publications. This will increase the likelihood
of them being printed and publicized.