What a PR Firm Can Do for You

For small businesses, the services of an aggressive public relations firm can often level the playing field against much larger competition. PR agencies can perform many different services for your business:

• Write and distribute press releases locally. Promotions, acquisitions, philanthropic activities, and other developments within your company are perfect events to promote in press releases for local publications. Some local newspapers and magazines will run concise, well-written releases, so your PR firm should have solid ties to media outlets. Be sure to read What Basic Information Goes in a Press Release?
  
• Write and distribute press releases nationally. A good PR agency won't downplay the benefits of national exposure for local businesses and neither should you. If a national publication favorably mentions your regional company, it will give you a higher profile with your suppliers and other partners. In addition, you can use reprints of a positive article as a marketing tool to help drum up new business.
  
• Pitch articles about your firm.Regardless of your line of business, PR representatives know there's always a story somewhere; there are always opportunities for feature articles and profiles to give your business the kind of visibility that your larger competitors enjoy.
  
• Plan special events and community involvement.A good PR firm — one with creative thinking and solid connections to your local scene — can help you organize special events, community involvement, and philanthropic activities that will raise your company's visibility. Let them develop a year-long event program to build awareness of your company.
  
• Conduct market research. PR firms should be able to help you gather hard data on your market. They can help you assess customer surveys, focus groups, and other projects to gauge the public view of your company. Small businesses shouldn't underestimate the value of solid market research. For a good overview of this topic, read Introduction to Market Research.
  
• Network with local businesses. Don't be afraid to leverage your PR firm's network in order to build your own. An established PR firm will have extensive ties throughout the business community. After all, if they can't network for themselves, then you should question what they will do for you.