Guide to Great Low-Cost PR Tactics

Turbo-charge your press releases

Your news releases should be newsworthy, targeted to the appropriate contact and, above all, engaging. Break through the clutter by enclosing something unique or creative (related to your business) with your release.

I recommend: Boston-based Shock PR's "PR in a Box," low-cost do-it-yourself kit features press release templates, tips and "how to's" for pitching stories to the media. PRWeb offers free press-release distribution services.

Maximize email marketing

Email marketing software has made it easier than ever to send out professional newsletters and press releases. User-friendly templates let you customize, target and track your email releases. It's a low-cost way to stay top-of-mind with the media.

I recommend: Constant Contact offers low-cost do-it-yourself email marketing solutions, as do Bronto and Benchmark Email.

Make the media's job easier

Tailor your pitch to the appropriate writer or reporter. If you're not sure who to send your release to, call the newspaper, magazine, TV or radio station first and ask. Respect their time and deadlines. Have a press kit ready if the media ask for more info, but don't flood them with sales materials. Give them what they need, when they need it, and you'll increase your chances for positive press coverage.

I recommend: The Public Relations Ideas blog features a section on working with reporters and editors. AboutPublicRelations.net provides a "PR Toolkit" and other ideas on how to be media-friendly.

Develop relationships with press contacts

Network with the media at industry events. Make an effort to get to know local reporters and leverage those relationships. Establish yourself as a resource to reporters and editors.

I recommend: 101PublicRelations.com offers books, tapes and reports, including several on pitching reporters. Need to find reporters or editors? BurrellsLuce Media Contacts database lists 300,000 contacts at 60,000 media outlets (fees vary). Or use Google News to search for news articles with the name of your company, your competitors or your industry, as a way to build a list of names of reporters.

Start a blog

Establishing a company blog is low-cost way to position your business as a leader and an expert in your field. You can then direct the media to your blog and include the URL in your press releases and emails.

I recommend: Blogger is a free, easy-to-use blog publishing tool that can have you up and blogging in minutes. An alternate, low-cost blog publishing site is TypePad.