Public relations (or public relations) is a wonderful marketing tool, although it is often overlooked. Public relations is intangible, which is why it is a difficult sell for many public relations professionals. Our job is to sell the concept and show the client how it will enhance marketing efforts and in many cases replace expensive or one-off advertising. Public relations is just that, relating to the public. Every external communication must be carefully executed and the mission of the company must never be compromised. How do your customers find you? How does the public perceive your business? These points can be incorporated into a public relations strategy that maintains consistent messaging for your customers, thereby keeping your company top of mind and, in turn, growing your business.

Below are six public relations strategies that can be implemented today. Whether you hire an outside professional or keep your advertising in-house, these strategies should be part of your marketing plan.

1. Brand creation: It is very common for companies to use advertising in brand creation strategies; however, advertising can be less expensive and much more effective in establishing a brand identity. A complementary story in a publication read by your target consumer can produce significant results. Advertising, whether done by an outside company or run in-house, can also be profitable.

There are several online distribution services available that make the cost of sending out a press release affordable and sometimes even free, depending on the desired reach. It is important that any press release is informative and factual. Many of the online distribution services even offer templates to help develop a release for a small fee. However, before you pay for such a service, be sure to identify the hidden talent in your organization – there may be a great writer in your midst.

2. Generate press releases: Press releases are for announcing newsworthy information to the media only. If the information is not news, it should not be advertised. In addition to the news, a press release should contain only facts, not exaggerations. Business as usual is not news. Celebrating a milestone like the 10th anniversary, the millionth sale, or the appointment of a new CEO is newsworthy. In many cases, a newsworthy story can be developed with some creativity.

For example, if your business makes comfortable walking shoes, you might create a “Walk to Work” day. Provide fun facts about the health benefits of walking and why proper walking shoes are so important. This can be presented to the local media and can be picked up nationally. Many times current events will also create an opportunity for a press release (see #3). Always remember to include your business website at least once and make sure accurate contact information is included.

3. Take advantage of media trends: Many times businesses can tie in with current events and trends in the media. For example, if the evening news covers storm damage in an area of ​​your city, and your business sells a product or service that would benefit people living in those areas, you have a breaking news ad. Call, fax or email the news desk and tell them about your product and why their viewers need to know about it. Be sure to mention that your story idea is time sensitive. Watch the local news for a week and take notes. Identify what types of stories local reporters are covering. Chances are that at least one of the topics covered is a direct result of a recent news story. Listen and learn how one led to the other, and then be ready to present your service or product when future opportunities arise.

4. Increase awareness by increasing search engine listings: Every time you distribute a release on the Internet or write and publish a story online, be sure to include your company’s web address. The more links to your site, the better exposure your site will receive in search engines. In addition to press releases, exchanging links, posting articles, citations, and endorsements are great ways to build links online. Google your business and your competitor’s business daily. If your business is not as prominent as your competitor’s, read their results listings and learn what they are doing to generate links.

5. Website improvements produce more traffic: Optimize your business website frequently. Make sure your website keywords are targeted to your consumers. Ask customers what words they would enter into a search engine when looking for your products or services and add them to your keywords. Small tweaks can make a big difference in traffic to your site and therefore increased business. Constantly updating web content is an easy and effective way to generate better search engine results. Be sure to update news and information at least once a month. Always add press release announcements to the press area of ​​your website, and make sure your press area is easy to find, easy to read, and easy to print.

6. Highlight the expertise: One of the best ways to generate publicity is to establish the credibility of the experts with the media. Are competitors continually quoted in industry trade publications and you are not? They have probably done a good job of alerting the media to their expertise in their field. Don’t worry though, all journalists want to have more than one expert in any given field. Start defining yourself as an expert by writing articles, including the word expert in press releases, biographies, ads, and descriptions. If you make a living doing what you do, you’re an expert. If you’re having trouble determining your area of ​​expertise: Ask your friends, family, and colleagues to help you identify your strengths and start spreading the word. Update the company description on your website right now to include your newly identified experience and you’ve already achieved #5 and #6!