Small businesses that lack the bloated advertising budgets of their larger competitors can raise their profile with some old-school public relations techniques. Before launching a PR campaign, however, they should understand that PR is different from advertising.
When a business advertises, it pays to place its message on a highly visible medium — a newspaper, magazine, Internet website or billboard — or it pays for airtime on radio or television. It has complete control over the message, as long as the content doesn’t violate industry standards.
By contrast, the public relations approach aims to generate positive news coverage about the business by presenting newsworthy material to a media outlet in hopes an editor will reprint the press release as written or assign a reporter to write an original piece. Continue reading