The true goal of public relations is not "good public relations" but positive public relationships.
(A tip of the hat to authors Allen H Center and Patrick Jackson)
>Establish informal alliances: Find other businesses and non-profits who share your market, or aspects of your market, directly or indirectly. It increases your name recognition and opens doors for collaborations and more effective fundraising.
It also helps you hone what makes your product or service the same and different so you can introduce your product or service more knowledgeably.
Establish media relationships: What media cover your product or service?
You can always send press releases to the general assignment desk - but to have a name of the journalist who covers your industry takes an observant eye and (maybe) five minutes of research.
On a local level, you can easily cull a media list specific to what you do. On the national level, it's time consuming enough to consider hiring someone with experience.
Final Note: Want more PR tips? Click on E Mail on my home page and send me your request with your e mail address.