by Moiralynn Mefein

Created on: April 08, 2008   Last Updated: June 13, 2009

Small-business visibility can be as simple as placing a staff-change announcement on a local web site, or as complex as arranging for television or video interviews with staff members and executives. There must be some newsworthy aspect that justifies providing you free internet, TV, and print space. Among the most under-used opportunities are staff and executive changes, new hires, expert demonstrations of technology or techniques, additions or changes to product lines, and special events (ground breaking, office moves, visits from nationally known experts, etc).

Publicity on the Internet
There are some simple, PR-savvy ways to use the internet. If you've joined the local Chamber of Commerce, be sure that your business is highlighted on the Chamber's web site. If your company works with travel, tourism, or local specialties, check with the local visitors' bureau. Do you subcontract to larger businesses? Ask permission to add hot links between your web sites. Are you, your staff, or the company itself members of professional and trade associations? Be sure to request a link between your web site and theirs.

Community Visibility
Take advantage of community special events by participating as a company. Check into local Chili Cook-offs, Relay for Life, or Habitat for Humanity activities. Each offers a chance for the company to gain public awareness and positive PR. Ask that your company to be listed on their web site, newspaper ads, public service announcements, press releases, and other promotional materials.

One fun way to achieve local publicity is to hold a small-scale special event (or participate in a larger one.) We know of a small wine company that invited some local medieval re-enactment people out to their grounds to hold a small festival. The resulting publicity (a simple press release and photos of some of the participants in costume) resulted in a larger crowd each year, and publicity that now goes nationwide - at no cost to the winery! If such events are outside your scope, consider having your staff demonstrate skills related to product development. Are you a service company? What about a periodic free seminar that provides generic, but useful, information? This can work especially well for insurance companies, health-related organizations, small legal firms, bridal and special events consultants, and others in similar service businesses. These events can generally be announced using a simple press release to local media and a short announcement in their

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