PR on a shoestring

So you have to generate some public or media interest in the company but you have very little money to do it.

It's not that easy. But it's not that hard either.

While Nike may say, “just do it” – don't. You can waste a lot of money just doing it.

Start with a plan

Identify what it is you want to achieve (your objectives) – this is probably increased profile, increased sales etc.
Define the story you want to tell (your messages)
List who you want to tell it to (your audiences)
Detail how you're going to get the right message to the right audience (the strategy and tactics).

Your objectives, your story and your audiences are your business. Here are some ideas though that you could consider as you're developing your strategy and tactics.

Beyond the news release
You may think that a news release is the only way to get your story to the media. It's not.

Here are some other ways.

Feature story (sometimes called a matt story)
If you have a community, public service or public education angle to your story try writing your own article and submitting it to a number of community papers. Be sure to read a few issues to get an idea of length and style. This approach does not work with dailies or larger publications but community papers are often understaffed and will be pleased to have a ready-made story to run. A photograph included with the article makes it even more attractive to a local paper.

Tip sheets
Community papers and even the mainstream media like ready made lists. Newspapers print as is, TV stations use them as the short bulleted lists to flash on screen to accompany another story and radio stations use them as filler. So try twisting your company's story into a list and sending it to the media.

For example:

Ten ways to save without feeling deprived (for a financial services company).
Eight tips to finding a good used car (for a used car dealership).
Six ways to clean your house without harming the environment (for a environmental-friendly products company or a smart real estate company).

Become an expert
If you or someone else in your company has a special expertise, contact a local reporter and invite them to call you when they need background information on your subject matter.

Advertising that's not advertising
Community papers will sometimes have an empty spot they're willing to fill for free in the name of the public interest. It wouldn't work if you were looking for a free space to advertise your merchandise or your service but it might work if you were offering to be a local drop-off for safe disposal of batteries. Remember your company name will still appear in print.

Radio stations will often pick up public service announcements (or PSAs) – the name tells you they must offer a public service. These are usually 10 to 30 seconds long (they'll be thrown out if they don't fit the format) and they need to be written for the spoken word.

Strategic alliances
Find a non-competing but compatible partner with the same audience (and the same values) – offer to promote them if they promote you. Your company offers financial advice, there's an accountant two blocks away – well you get the picture.

None of the above ideas cost much at all. So now you've got the money to spend it where it counts – good writing and good design and production.

Putting your money where it counts
If your plan includes a brochure then don't skimp. Hire a professional writer and designer. Good writing means plain language, easy to read, no typos. Sounds easy, but it's a skill. If you have it, great. If not, hire a writer.

Like a good writer, a good designer can also help tell your story by presenting you in a way that will appeal to your audience. For instance, do you want to appear classic and elegant, contemporary and jazzy or earthy and environmental?

Paper can be a very big expense, so consider it carefully. Never print more than you need. It's false economy to take a lower unit price and then end up with hundreds of brochures gathering dust on a shelf.