Getting your name out there can be tricky, especially for the smaller business which may have the challenge of a big-name competitor whose name everyone recognizes.

One way to combat this is to take advantage of publicity.

Getting your name in the editorial section of any type of media (print, TV, radio, or online) is preferable to paid advertising. It gives you added credibility because you haven’t paid for the spot. If the wording is just right, it may even give the overt (or covert) impression of an endorsement by the writer of the article.

The trick is to make sure that you actually have something newsworthy to distribute to the media community; but what qualifies as newsworthy?

• Can you tie what you do into something that’s already being talked about in your community or in the news at large? (Are you an expert on emergency preparedness in this time of crazy weather?)
• Has your company made some sort of impact on the business or consumer community in your area? (Are you known for hiring the mentally or physically challenged?)
• Are you setting economic records that are not only benefiting you but the community? (Are you expanding and have the need for more employees?)
• Are you involved in or sponsoring some sort of charitable event? (How about a matching donation campaign to your local children’s hospital.)

The list goes on and on.

Once you have the newsworthy event, the press release must be written and distributed. This can be done for free (usually somewhat effective) or you can hire a professional who has the experience to write an interest-catching article and the connections to get it published and maybe even draw some radio or TV attention.

If you have the talent to write one, there are several templates available through Word or online that can help you. There are also many PR websites that will publish your release at no cost or at a nominal cost to you.

Of course, if you can afford it, hiring a PR firm, either on a one-off basis or on a retainer, is the preferable way to go. They can help you define and create newsworthy events, craft the release and distribute it to their list of contacts to get you the best possible exposure.

Now go publicize!