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Hello readers. This week I would like to pass on a few interesting tidbits I picked up from an article in the Globe and Mail. The column was titled “10 PR Tips for Small Businesses.” It offered cheap and easy ways to promote your business using public relation techniques.

Obviously my first thought was: “My online friends could really benefit from this material.” So here is my summarized version of their 10 tips.

1. What’s Your Story?

-What does your company offer? Why are you different from the rest? You need to figure out what makes you unique.

2. It’s Not All About You.

-The article stresses that PR is separate from advertising. It’s about offering something to the public – a service. Something they need, not you need to sell.

3. Find the Emotion

-You know those NHL Playoff commercials that are all over YouTube right now? Those History is Made spots. The reason why those are so effective is because they remind us of the emotions we felt when we saw that goal scored or witnessed that huge save. Your customer’s emotional attachment doesn’t need to be that extreme, but they need to connect with your product.

4. Know Your Target Audience.

-This is essential. Who are you trying to reach?

5. Write Concisely.

-Remove all the information from your press releases that isn’t important. In other words, edit your work. Send it to a friend or colleague to proofread. Read it again. Then read it again.

6. Adhere to Deadlines.

-The business world is a momentum machine. If you can’t keep up with it, you’ll be run over. Always submit your work on time.

7. Know the Media.

-Where are you submitting your work? Who subscribes to their publication? Why is your story important to their audience?

8. Press Release Versus Pitch.

A press release is a formulated article that follows strict guidelines. This works for news items that relate to your company. A pitch if less formal and can be written to attract a journalist’s attention for a follow up interview.

9. Develop a Relationship With the Editor.

-Social Media tools are great for this. Follow them on twitter and respond to their tweets. Befriend them on Facebook. Just don’t smother them.

10. Timelines.

-How often does your intended media outlet publicize? When will they need the information to produce an article that will be relevant with their readers?