All the CRM (Customer Relations Management) in the world won’t get business prospects to make that first call. It takes something else. Most of us use the basic principles of advertising to make that first contact happen, and advertising is expensive. To help your ad budget go farther, consider modifying it with some of the tips from the PR (Public Relations) group. PR works. It is relatively inexpensive, and you can do simple PR yourself or you can hire a professional if you have the money. So let’s begin this with a basic definition of PR, and then outline a few simple PR strategies you can use to increase your business.

DEFINITION
PR is a group of activities designed to tell the public all about you, what you do, why you do it, and the benefits that will come to those who use your services. Good PR can increase your business. Good PR can improve your image in the community, aid you in hiring better employees, and improve employee morale; all without the major dollar investment of advertising. That’s it. Here are six major areas where you might use public relations to build your business. So let’s get busy and explore the ‘how-to’ of PR.

NEWS RELEASES
News releases are not just for the newspaper, they consist of a wide variety of instruments designed to keep people informed about your company. Use brochures, billboards, signs, newsletters, e-mail announcements, direct mail, notes in the paper, and other printed material to let people know what you are doing. Every person that calls you for any reason should be asked if they would like to be on your mail list for information. You can have different mail lists based on caller demographics. Develop these mailing lists and use them to keep in touch with customers, vendors, important people who are not yet using your services, and all media contacts including newspapers, local & trade magazines, TV and radio stations. For the more sophisticated, design and use a media kit to tell your story.

PUBLIC SPEAKING
Become an expert in your subject in your local demographic area. Offer a talk concerning a specific part of your services at no cost to clubs, associations, and other groups. The topic should be an answer to something that everyone asks you all the time. Use no more than 5 percent of your presentation time to sell your company. Write a mini-book on a subject dear to your potential customer’s heart and give it away to everyone. To find these groups, look up “Associations” in your yellow pages, and then start making calls.

COMMUNITY INVOLVEMENT
Get meaningfully involved with local activities such as Civitan, Salvation Army, Boy or Girl Scouts, your local hospital, or similar community-wide functions. Test the heart of your prospect community to discover what the hot buttons are and press them! One thing that works is to donate some percentage of profits to your selected group (up to 100%) during a specific time period. This is a wonderful and caring way to get your business noticed.

SPECIAL EVENT PUBLICATION
Use the Neighborhood section to your local newspaper to tell the community about your employees. Announce promotions, weddings, special recognition, and special events. You may also be able to announce your own receptions, meetings, seminars, and other events. Ask your paper how to go about this.

IMPROVE CUSTOMER CONTACT
Show your concern for those visitors who actually come to your physical site. Reception and waiting areas do not have to be glamorous, but they should be clean and neat. Display plaques, awards, and especially framed testimonial letters. Use real plants (no plastic), have brochures, handouts, and your mini books available, and make sure you and your staff greet customers warmly--make them feel wanted. You do want them, don’t you?

GOVERNMENT INVOLVEMENT
Get involved with your local governments. Visit the Mayor’s office to see what you could do to help your city. Talk with your local and state political representatives, not to help them, but to help your city, county or state. Offer your services as a company and as an individual. Contributions are not only legal and moral, they are a good investment in your company's future.

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is a Small Business Success Consultant based in New Mexico. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.