A good PR plan is part of your marketing strategy. You can be very effective at the local and regional levels in a “grassroots” sort of way. In its essence, PR is nothing more than accurate and consistent communications about your products and/or services to your target audience.

The first step is to understand your target audience. As a small business owner, you are probably more familiar with your audience that most large corporations! Ask yourself who buys and/or uses your products and/or services. Who do these people influence? Where do they get their information? To what media do they pay most of their attention?

Next, just like your marketing and business plans, you need to develop a basic PR plan. You should at least cover these points:

• Goals and objectives – what do you want to accomplish?
• Perception – how are you perceived and how do you want to be perceived?
• Value Proposition – what do you offer that no one else does?

The third tip is to network with others in your community and especially the local media. Participate or join your local chamber of commerce or economic development commission. Make yourself available to the media by offering to be a subject matter expert.

In summary, you need to understand your audience first and foremost. Develop and execute a public relations plan. Finally, network and interact with the community and local media. If you need assistance in any of these areas, please feel free to reach out to us here at Olive Tree Enterprises. We’d be glad to help!