When people think public relations, they think of slick PR

pros courting journalists or holding press conferences in

front of national media. But the truth is that most

businesses and organizations are relatively small,

relatively localized entities.

Mom and Pop's Sub Shop or Herman's Used Cars down on Main

Street have a very poor chance of getting a write up in the

New York Times. But that's not to say that small, local

businesses don't have something even better. Because these

businesses are situated firmly in their communities, they

have the chance to gain tremendous goodwill from the local

areas they serve. And that relationship, just as much as

sending press releases and making million dollar donations

to charity, is public relations.

Get Involved in the Community

A potential customer might drive by your premises every day,

but he may simply not pay it in any notice. After all, he's

been going to the same optometrist, or mechanic, or coffee

shop for years now. Why choose your business? But when he

sees your company name in the program as a sponsor of his

son's school play, or on the back of his daughter's softball

jersey, then suddenly he's going to take an interest in your

business. Maybe he'll stop in next time he's driving by.

It's the least he can do, after all, for someone who takes

such an interest in the activities that create a solid

community.

Make Good by Doing Good

One of the surest ways to garner the attention of the public

and local media is to hold a charitable event. Your event

could be as simple as donating proceeds from a weekend's

worth of sales to victims of a nearby tornado, or as

elaborate as sponsoring a day-long chili cook-off.

Cozy Up to Local Media

When you run a national media relations campaign, you have

hundreds or even thousands of publications from which to

choose. But local businesses have a narrower playing field -

perhaps two or three local newspapers, a regional newspaper,

and a few assorted magazines. While this may sound like a

limited field of options, it is actually an opportunity to

establish a firm working relationship with the few

publications that serve your local area. Introduce yourself

to reporters, keep in touch with them, and offer them your

latest scoop. They will appreciate the gesture and look to

you in the future for more news or for your expert opinion

as a business owner or a concerned local.

Great local public relations campaigns help your business in

more ways than you can imagine. Sure, it attracts customers,

but it may also attract investors interested in gaining a

stake in your local area, or local officials looking for

people with strong ties to the community for committees,

advisory boards, or even elected office. So create a local

PR strategy and use it wisely. Who knows? You may end up

with more PR good will than you know what to do with!

Peace and progress,

Mickie Kennedy
Founder, eReleases.com
CEO, eReleases.com & Press-Release-Writing.com

http://www.ereleases.com
http://www.press-release-writing.com