| Entrepreneurs know a lot about advertising and | | | | relations companies have staff or teams of people |
| marketing, but many small businesses may be missing | | | | that specialize in particular skill areas - commonly |
| a very important element - public relations. Though | | | | referred to as practice areas - or groups that support |
| these two strategies are very similar, there is a key | | | | a particular industry sector," (Source Watch). |
| difference. The purpose of marketing and advertising | | | | Hire a PR Specialist (with potential to develop into a |
| is to entice consumers to purchase certain products | | | | PR department) |
| and/or services. PR's purpose, on the other hand is to | | | | Rather than paying an agency to practice public |
| raise awareness of a business, product or service. | | | | relations for your business, you can hire an in-house |
| "PR can be used to build rapport with employees, | | | | public relations practitioner. This PR specialist can be a |
| customers, investors, voters, or the general public," | | | | salaried employee of your business. His/her |
| (Wikipedia). | | | | responsibilities would be to represent your business, |
| Merchant loan providers can offer you up to $500,000 | | | | raise awareness of your business, shape the way that |
| to develop and improve PR for your business. Small | | | | others view your business, and gain free, positive |
| business owners can complete a short, 2-page | | | | media attention for your business. |
| application and submit the last six months of their | | | | In her article, "When to Use a PR Pro and How to Hire |
| merchant statements, a copy of the business lease | | | | One" Pari Noskin Taichert lists ten questions to ask |
| and a voided check. Applications are usually approved | | | | upfront when interviewing PR specialists. Three of |
| in 48 hours and funds are wired into small business | | | | these questions are, "Does this person listen to me and |
| owners' accounts in 7 to 10 business days. | | | | really answer my questions?" "Will I feel comfortable |
| Once you have received your merchant loan, you can | | | | disclosing confidential information to her?" and "Does |
| get to work on PR for your business. | | | | he have useful media/business contacts for me?" |
| Go Through a PR Firm | | | | Solicit Freelance PR Agents |
| Just like there are advertising agencies that businesses | | | | A freelance PR specialist is not an employee of your |
| work with when they want to increase and/or develop | | | | company, but an independent contractor that is paid |
| ads, there are also PR firms that small businesses | | | | for his/her services. These specialists can be paid |
| work with when they want to increase and/or develop | | | | hourly or for work that is done (i.e. per press release). |
| PR. | | | | Small business owners can visit websites like Cash |
| "Public relations firms work for a wide range of clients | | | | Prior to apply for merchant loans, and get funds to |
| - corporations, trade associations, governments and | | | | build PR. |
| even some non-profit advocacy groups...Most public | | | | |