Practical Public Relations for the Small Business: Tools and Tactics for Competitive Advantage

"The public is the only critic whose opinion is worth anything at all."
— Mark Twain, aka Samuel Clemens, literary icon

Good public relations, like human relations, is a process, not an event.

“Practical Public Relations for the Small Business: Tools and Tactics for Competitive Advantage,” is designed to provide an insight into how reporters and editors of print and electronic media judge what is worthy of coverage.

During this time of economic recession, one of the first expenses owners cut is advertising and other outreach.

That leads to less business, possible layoffs, and even more cost cutting. This book provides specific examples and directions about what to do to help businesses get the word out about themselves -- in some cases even more so than when budgets were fat.

This primer explains the rules of the road for entrepreneurs who would like earned publicity for themselves and their businesses. As a professional public relations practitioner, I have been regularly asked for advice and help on projects.

Public relations is as much of an art as a science because it deals in perception and ongoing interaction with internal and external audiences. Sprinkled throughout the text are quotes that illustrate how people from every walk of life are concerned about communicating effectively with others. We are all judged not only by what we say, but by how we say it.

We have never had more information channeled to us. But while we have more access to information, no one has added any more time to our day. That means the majority of messages are ignored as we reach information overload.

PR is not only about your business, but also yourself. This guide incorporates the challenges and the how-to of basic business public relations and touches on the philosophy of human interaction from a personal perspective.

I’ve told my PR students the only equation they would have to know for my class is Visibility = Credibility. But human relations is a broader concept than public relations, because it relies on the same principle of treating people honestly and fairly.

This work focuses on:

• Taking multiple approaches to visibility and credibility
• Targeting your markets for results
• Working with customers and clients
• Bringing employees onto your team
• Shaping your message
• Working with the media
• Buying the right media
• Getting free coverage
• Highlighting your business and yourself
• Reacting properly in a crisis
• Performing a basic SWOT analysis
• Being a star with the public
• Writing a press release that will be used
• Conducting a press conference
• Creating word of mouth and testimonials
• Doing outreach and engagement
• Networking
• Pulling emotional triggers

I guarantee this book will make you think of ways to become a better communicator regardless of what type of business you own, run, or are thinking about starting.

Dave Skocik
Dover, Delaware