Don’t think that PR is just about press releases. A press release is a great PR tool, but there are other options. Be prepared to try any creative idea that will get you noticed for the right reasons. Alternatives to using the media include:
- Support local causes
It can create good relationships and a good image within the community and perhaps create something newsworthy for the local press.
- Become an expert commentator
Be prepared to talk at local schools, the Rotary Club, professional networks and institutes, and so on. It demonstrates good neighbourliness and may lead to some valuable contacts, not least among the media.
- Sponsorship
Rather than being a supporter, why not become sponsors of something special? However, if you choose to go down this route, remember that what you support should reflect the image you wish to create. For example, if your product is associated with sports, sponsor a local fun run or something similar. If your image is more intellectual, sponsor the local operatic society’s next production.
- Have open days
Open days, if appropriate, are cheap to organise and can generate considerable goodwill. Put up flags or hire a jazz band to attract attention.