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Almost Famous

Harness the power of PR, and make your business a rising star.

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This story appears in the June 2003 issue of Start Up.

If you think your homebased business is too small to garner publicity in newspapers, magazines or on TV and radio, think again. With millions fascinated by homebased businesses, there's never been a better time for homebased entrepreneurs to get publicity. To use publicity effectively, understand its "Five W's":

  • Why should a homebased business seek publicity? Compared to advertising, publicity is virtually free-your only costs are materials, mailing and phone calls. Also, people believe if you've been covered by the media, you must be for real-so you've got built-in credibility. Plus, if the national media picks up your story, you'll get far wider exposure than an ad in your local paper could ever obtain.
  • Where should you publicize your business? Target the media that reach your potential customers. Which magazines and newspapers do they read? What radio stations do they listen to? What TV programs do they watch?

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