“Your Easy-Peasy (and mainly free) PR Checklist”

The basic premise of all advertising, marketing and PR is to sell more and gain awareness. After all nobody is going to use a business they have never heard of.

The basic premise of all advertising, marketing and PR is to sell more and gain awareness. After all nobody is going to use a business they have never heard of.

So here's a no-nonsense PR checklist. Many items on it are free, and most cost very little. With times being tough - can you afford not to embrace PR?

When you have your head down, working harder than ever, it's easy to overlook the amazing - and free! - tool that is PR.  Unlike advertising, the newspapers aren't going to phone you to remind you of your deadline for a press release.  In fact, nobody is going to nag you for your PR. So it's important to set some time aside and be pro-active about it.

Now that's all fine, if you know exactly what you're being pro-active about.  If you have a strategy and a schedule, and you know what releases are going out, and where to upload your latest article... but let's face it, most small business owner are not strategic about their advertising, PR or networking.  "It's just stuff we do and ultimately it works".  Even larger companies freely admit that they know that some of their marketing works, but they don't know which bit!

But the basic premise of all advertising, marketing and PR is to sell more and gain awareness. After all nobody is going to use a business they have never heard of.

Of course, I utterly recommend a strategy when it comes all marketing.  Identifying key audiences, key messages, best timing, etc... these are all vital steps.  But before all that there needs to be a loose idea of what can be achieved and what needs to go into the strategy.

So, here's my list of "easy-peasy" PR.  Chances are, you've already achieved quite a number of them, but if you're starting at the beginning, or just want a complete refresher on fabulous free ideas you can max up, then here you go...

- Be the best now – look after your own customers before you look for any more.

- Be nosy - find out what your clients think about you, and act if they have any issues. Take an interest in your customers and…

… Be a luvvy. Make sure you pay attention to the niceties - make every client or customer feel like a million dollars and they won't want to go elsewhere.

- Be positive – when customers pick up the phone, they don't want to be reminded that it's been a tough week at work. So stay positive, upbeat, lively and focused on them. When you are talking to customers take every opportunity to be positive about your business, but remember to listen first.

- Be the first. Make sure that your business is the first one they think of. Look at the various ways of promoting your business. Leaflets, letters, emails, website, word of mouth, etc. If people think of you first, then you're more likely to get the order.  Of course, if they don't think of you at all, then you've no chance.

-  Be different. Consider things that you've not done before, especially if they don't cost too much to promote your business. Eshot campaigns, surveys, etc.

- Be loud. If you've won a new client, achieved something (10, 20 years in business, an award etc) invented something or just done something that you think is worthy of the media's attention, then write that press release and get it out to the local papers. There are plenty of guidelines on the web about what to write and how.  If you really can't bear to write, then pick up the phone and talk to the press.

-  Be beautiful online. Have a gorgeous website and make sure it works to promote your business. Ask customers what they think and listen to them.

- Be savvy.  Embrace social media, online forums, networking, etc.  Of course make sure they are relevant – and never, never say anything in print that you wouldn't say to someone's face.

- Be a friend – Friends know about each others' businesses and needs. They know when times are tough, and they spot opportunities for each other. So if appropriate, be a friend to your customers and contact them when you see an opportunity that would be good for them.  Recommend them wherever possible.

- Be talked about. Do something different to set your business aside and promote it. What can you do that will differentiate you? Think back to your research and talking to customers – what are they saying?

- Be available. Make sure your details are readily accessible. Make sure your website has your telephone number loud and clear. Check the online and offline directories you are with – have they got the right details?

-  Be realistic. Ask for an appointment at your local Business Link. Get involved with your Chamber of Commerce, and look up the FSB (Federation of Small Businesses) Often these organisations are in the know when it comes to grants, funding, loans, etc. They are set up to help you with your business, so when things look a bit rocky, get in touch with them and make the most of their expertise.

- Be Brilliant. Go the extra mile, make sure your business is brilliant, because if it's great now, imagine what it will be like when times get better!