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Recommended Books
  • 6 Steps to Free Publicity (Awesome English)
    6 Steps to Free Publicity (Awesome English)
    I highly recommend this book for learning basic PR, getting ideas for stories and understanding how to work with the media.
  • Social Persuasion: Making Sense of Social Media for Small Business
    Social Persuasion: Making Sense of Social Media for Small Business

    Practical guide explains how to use social media to promote and grow a business without wasting time playing online.

Social Media Times

Learn how to use social media for local marketing in the latest issue (PDF)

PR & Advertising

Advertising and PR work in combination to help build awareness for a company, its products, services and events. In most cases, we suggest small businesses explore PR before considering paying for advertising.

Press Kits & Media Rooms

The fundamental tool of any PR effort is the press kit described below. Unlike your website, the materials should be written for the benefit of the press (not the consumer) and should be factual -- that is, no marketing-ese or promotional copy. Incorporate appropriate keywords where you can, since this makes them easier to find. You'll also want to make the materials available to the press on your website. Tips for how to do that are below.

The following information is based on Marcia Yudkin's book "6 Steps to Free Publicity":

Press Kits may include:

  • Product photos (high res)
  • Key people photos (high res)
  • Company backgrounder (also include info about company store, manufacturing process, etc.)
  • Fact sheet (for easy reporter reference. Include facts about industry, trends, etc. Offer statistics, explode myths, recite research)
  • Bios of key people (condensed and full length)
  • Articles or other press about the company
  • Press releases from the company
  • Quote sheet (testimonials from authoritative figures or from reviews, with names, title, company)
  • Perhaps a list of key distribution points where products are available
  • If you're going to do an actual printed press kit (which could be appropriate for a trade show), I would include rubber samples, like that rubber business card


Tips for Your Online Media Room

  • Make it easy to find
  • Post all media materials, except photos, in HTML (not PDF's)
  • Make photos downloadable
  • Offer specific contact information: name, personal email, phone and location
  • Include links to media coverage at their websites
  • Make it easy to find basic facts, such as: physical location, date of founding, key personnel and the spelling of names for articles they write
  • Audio or video clips
  • Include statements on current controversies (of course this is optional)
  • Remember that the Web is global; make sure the language and dates are universal; explain acronyms, etc.

  • Press Release Distribution Services

    Spread the word and get more links through one of these press release distribution services. They also provide how-to's on writing and optimizing press releases.
    • 24-7 Press Release
      "Free press releases receive limited distribution and are not guaranteed to be posted." Next level of service is $49. Distribute a video press release at the $89 level.
    • Express Press Release
      Submit press release for $29.
    • The Open Press
      Submit press releases for free. Additional services start at $10.
    • PR.com
      Submit press releases and job posts for free. Upgrades available at varying amounts. Watch for the fine print. It will cost more to add live links or images, for example.
    • PR Web
      You'll have to spend at least $80 for the basic visibility package. You may want to give the cheaper options a try first, or simply submit your releases directly to the publications you're trying to get into.
    • PR Leap
      This service started out free, but now submitting a press release will cost you, starting at $49. As of March 2008 however, they've added Social Tagging to their list of services, but it costs more to access this feature.
    • PR Log
      Free service for distributing press releases; also submits to Google news and more.

  • Advertising

    When you're ready to buy some time or space, check these out.
    • AdReady
      AdReady offers a turnkey program for building a campaign, creating online display ads and then placing them across their distribution network. 
    • Spotrunner
      Spotrunner started as a service providing video advertising templates with TV media placement. As of March 2008, they've now added the ability to create online display ads with placement on their website network.

  • Tech Products Publish Here

    If you're a tech startup, check out the list of online publications below.