
This week meet our guest blogger Denny Shleifer, the President & CEO of Shleifer Marketing Communications, Inc.
A Public Relations 101 Lesson Plan for Business Owners
Why prospect for business? It very seldom works. Instead, you should market your business using the tested and proven methods of public relations and advertising. Every business must consider becoming its own public relations manager and seek help and advice when needed from a marketing consultant. Here are some helpful tips:
Press Releases & Interviews
Develop a list of editors and reporters who cover the business beat. Write a press release with their needs in mind. Email information with your phone number, photo and an explanation of why you think your business is newsworthy.
Magazine & Trade Journal Articles
Contact editors and reporters at the publications that your clients and prospects read. Inquire about writing an article. Suggest some topics, but remain open to editor-requested topics. Never hype yourself in the article, but ask that a one or two sentence biography appear at the conclusion of the article.
Public Speeches & Lectures
Business and civic groups often use outside speakers. Contact program directors to discuss delivering a speech.
Professional & Trade Association Meetings
It’s good to visit as many as you can. A major benefit will come when you become active in one or more at the board level.
Formal & Informal Networking
Get involved in a networking group that strives to communicate with others whose contacts are helpful to you and your company. Sharing information is crucial in developing new leads.
Letters of Referral & Recommendations
Ask a client to write a letter to you that describes what your business achieved for him/her. With the clients’ permission, reproduce and circulate the letter. You can get referrals from clients by asking them to write to or call a prospect. Comments from a satisfied customer will carry clout in the business world.
Social Media
This is a topic that gets a ton of media attention. If your business is not using it to show your expertise, you’re missing a major opportunity. Don’t believe it’s the end-all to be-all solution, but using Facebook, Twitter and other networks will offer other ways to showcase your expertise.
Mass E-Mailings
Non-personalized e-mailing can be somewhat effective. The key is to match an appropriate list to an effective marketing piece. Make sure you include a response device.
Promotion
Gain exposure through joint promotion with another organization. Strategic alliances will benefit in so many ways. Contribute to a non-profit group and reap the benefits of publicity. Offer an appropriate premium or incentive item to remind customers of your presence.
Public Relations/Advertising/Web/SEO counsel
Seek advice. Trained professionals can get you the exposure you need.
Denny Shleifer is the President & CEO of Shleifer Marketing Communications, Inc. The Portland based Shleifer is a diverse marketing professional with over 30 years experience specializing in business-to-business marketing communications. The former Emmy award winning journalist also works as a freelance producer for CBS News.

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