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Buzz Skill

Need a little good press? Forget those costly PR agencies--sharpen your own publicity-getting skills.

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This story appears in the June 2001 issue of Entrepreneur. Subscribe »

Sure, you've heard it all before-the importance of PRand the tactics guaranteed to get your company noticed. We here atEntrepreneur are as bored as you are with fluffy storiestitled "10 Tips to Great PR." We wanted to get down tothe nitty-gritty of PR-the stuff financially strappedstart-ups can actually do to get themselves noticed.

First things first. "Don't spend your last dime on a PRagency. You can do it yourself," says Eric Yaverbaum, founderof Jericho Communications and author of Public Relations Kit for Dummies (IDG BooksWorldwide). This kind of initiative is especially important duringstart-up, when there are more important things to spend your moneyon.

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