Make Public Relations a Priority
PR will generate media interest in your business.
When you purchase advertising, you determine what your messageis and how you want to convey it. An effective ad campaign,however, may end up costing you a lot of money. If you're notcareful, that expense can break your budget much faster than youthink.
Public relations can enhance your image and boost sales whilekeeping your costs down. Public relations should be considered akey marketing tool. You should always be prepared for anyopportunity to publicize your business.
A start-up entrepreneur might ask, "Can my products orservices generate public interest? Would the media really beinterested in covering my business?" You can gain theattention of the media if you know how to market your skills andyour business. Every day, newspapers, radio shows and even localevening newscasts are filled with general-interest stories. Expertsare cited, companies are profiled and individuals are interviewed.In each case, free publicity is generated by both the subjects ofthe stories and the commentators.
Excerpted from Starting a Home-based Business