Nick half heartedly jokes that the University of Missouris Journalism School, www.journalism.missouri.edu/, was harder than law school. But for a program thats consistently ranked one of the nations best, he might not be too far from the truth. And after 5 years as a magazine editor writing about everything from designer doggie ice cream to wedding trends and beyond, Ive been on the receiving end of so many ridiculous PR campaigns that we thought Triblocal readers might be interested in our insight.
In fact, weve employed all of these for Nicks law office, www.nickrichardsonlaw.com, pretty much with a budget of zero. Like any start-up, he does a little bit of everything to keep the office running smoothly, but we both know and understand the important of getting his name out there in the long run.
Small business owners face a plethora of challenges dailybeing short on time, tight on marketing dollars and stressed beyond capacity at times. But for every five cases Nick currently has, were always focused on getting five new clients. Here are 3 nearly free PR moves to makeNOW:
1. Give back to your community to causes you genuinely believe in and support. Weve found silent auctions as a great means to do so. Weve supported one family member and two friends efforts this way and dont expect any direct business from these donations. But its a cost-effective way to get his offices name out, and do a good deed at the same time. Volunteering is also another great means to expand your network. Above all, make sure youre motivated by the right reasons, and the rest will fall into place.
2. Build a relationship with your local media, including news/talk radio, TV stations and print/online publications. This could be in the form of a well-drafted press release or a quick email. And continue to build these relationships. As an editor under a deadline, I reached out to those who kept in touch when I needed last-minute information. This could lead to invaluable, free exposure. Ive landed Nick in TimeOut Chicago because of an on-going professional relationship.
2.5 Sign up for HAROHelp A Reporter Outand youll receive journalists daily requests for interview sources, www.helpareporter.com. Nick has appeared in the Chicago Tribune and on CareerBuilder.com, www.careerbuilder.com/Article/CB-1329-Changing-Jobs-Do-You-Want-to-be-Your-Own-Boss this way. Consumers love seeing your shop mentioned in articles, which you can display in your store and post your website, with the publishers permission of course, or simply link to your articles. All of the above position you as an expertbuilding credibility and trust among current and potential customers.
3. Ask for referrals from former clients, support other locally owned businesses and keep doing both. Too often, were so focused on new customers that we neglect the ones we already have. Youll spend twice as much or more to get a new customer, but reaching out to an existing one could be as simple as a phone call.
The bottom line of each tip is growing and sustaining your business. But remember if your current efforts arent yielding results after a sufficient amount of time, dont be afraid to stop and try something else. Now, start marketing yourself!
PSif, I dont have time is your excuse, consider reaching out to the marketing department at your local community college or university. Students are a great wealth of knowledge, and a little cash goes a long way with this demographic.
About Us: Were a married couple living in Schaumburg. Nick runs his own law office, www.nickrichardsonlaw.com, and I work in communications promoting eggs.
Want email us? Send us your thoughts and comments to:
Therichardsonstakeatgmail.com.
