Public Relations for Business 9
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How can I get more mileage out of speeches?
There are dozens of ways to leverage your speech or panel participation into sales. Here are a few:
- If your speaking engagement is to publicize an event, be sure to have enough handouts about the event for all who might be there.
- Have sales brochures and business cards available for attendees to pick up.
- Use the speaking engagement as still another opportunity to get press coverage by sending out an announcement about your participation in the event.
If you are publicizing a book, either have copies with you or have a form people can mail in to get the book. Add a line about your speaking engagements to your resume, capabilities brochure, or other information you send out to prospective customers. It adds credibility to your claims of being an expert.
What other ways are there to publicize my business?
There are probably as many low-cost ways to publicize a business as there are independent small businesses. If you think about what publicity really is—getting other people to talk about your business—you will think of dozens of ways to get publicity for your business. Many involve networking with other business owners or simply getting out and talking to potential customers. Here are some ideas that may work in your business:
- Make sure your business card gets into as many hands as possible. It is your calling card, the way people will remember who you are and what you do.
- Consider having an extra set of business cards made up in the form of Rolodex cards. If your potential customers can put your number directly into a Rolodex, they will see your name every time they flip past that part of the alphabet.
- Join the same associations, the local chamber of commerce, or other organizations to which your customers are likely to belong. Introduce yourself to people you meet and give them your business card. If you have sufficient expertise, offer to be a speaker at a future meeting. If you have time and sincere interest in the organization, offer to help with its projects. You can make both good business contacts and good friends that way.
- Make photocopies of any publicity you get and send it out with sales letters or other literature you mail to prospects.
- Do the monthly newsletter for an organization to which you belong. (This gets time-consuming, so be sure you have the skills and the time before offering.)
Will it cost me anything to get publicity?
Publicity is free in the sense that you don't pay media for space or air time as you would if you advertise. It is not a totally free ride, however. You still incur costs for printing and mailing releases, phone calls, product literature, and press kits you have to mail out, and it will take a considerable amount of your time to publicize your business on a regular basis. Still, publicity could be one of the most economical ways to spread the word about what you sell.
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