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Chapter 8. Crafting Your Marketing Strategy > Creating a Public Relations Plan

Creating a Public Relations Plan

It has been said that a jungle is a rain forest with poor PR and a squirrel is a rat with good PR. Pubic relations is an often ignored but important part of your marketing strategy.

Editorial coverage in the media outlets your target market is exposed to is a good way of getting visibility for your business without spending money. If your product or service is unique for your industry, trade publications might be willing to give your company some valuable exposure at no cost. Send out press releases periodically to them and to any other media outlets that target your market. In addition, if you are paying for space in a printed medium, you should negotiate some editorial coverage to accompany any paid advertising.


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