Edmunds: Doing your own public relations

Hi Gladys: I own a beauty shop. It's not a big company but it has proven quite successful for me. I would like to get featured by our local media so that I could reach more people. I have sent press releases on specials and discounts that we offer and so far I have not gotten any type of notice. I can't afford to hire a public relations person yet. Can you give me a few suggestions on how to do my own public relations? Thanks — A.M.

Doing your own public relations can be done and is often done by small companies that are working on a budget. There are many things to consider and I'll start with a few of the main things.

What is your story? Media people are often looking for a good story. Why did you start your business? Is there something unique about your startup or the service you are providing? Just writing about a business is not interesting unless there is some sort of story to go with it.

I have written about many small businesses that have interesting stories. For example, two college graduates —— one a music major and the other a creative writer — couldn't find work and decided to put their skills together and start a company called Flocabulary that creates rap music to teach school children academic subjects. Or Zingerman's, the business that started as a small deli and developed a mail order and online food company, a entrepreneurial training company, and wrote books about food that reaches a global market. Or, the guy who got tried of watching his wife suffer with back aches after standing long hours cooking holiday meals and invented GelPro mats to ease her discomfort. These are stories that hold interest.

Next, check your website to be certain that it is up to date with good contact information. Update your 'about' page from time to time. Media people often go straight to your website to learn more about you and your company.

Do research to make certain you are sending your pitch to the right person. In other words if your pitch is best suited for the Lifestyle area you don't want it to land on the Sport's Editor's desk.

Don't be afraid to follow up by resending your pitch. Media people are some of the busiest people around, so if you don't hear back it doesn't always mean that they are not interested, it could mean that they haven't gotten to it.

I realize that there are many new and small companies that can't afford to bring in professionals, but don't forget to check with the colleges to see if you can hire a student who is studying marketing and public relations. Sometimes these young folks can bring a lot to the table. So put the word out to your local colleges and trade schools. I once hired a student studying graphic design to help me design the cover for my audio album. His work was so amazing that I ended up having him do other work for me and I recommended him to a number of other companies.

Public relations is not an easy business. There are many things that are involved in getting good results. However this can get you started. And as soon as you can consider calling in a professional to at the very least give you professional guidance.

Gladys Edmunds, founder of Edmunds Travel Consultants in Pittsburgh, is an author and coach/consultant in business development. Her column appears Wednesdays. E-mail her at gladys@gladysedmunds.com. An archive of her columns is here. Her website is gladysedmunds.com.