| Public relations is really a broad category of free | | | | Once you've decided what is news, then start |
| promotion you may do online. It includes press releases | | | | constructing your press releases. Submit your press |
| as well as any other newsworthy type of | | | | releases to the appropriate sites. To increase your |
| communications you may create about your business | | | | exposure make sure that you include Google, Yahoo, |
| (i.e. video, radio, TV). | | | | and MSN news as sites you want your press |
| The best part of using public relations to promote your | | | | releases distributed on. |
| business online is that it gives you a lot more credibility | | | | With Web 2.0, you may want to create what I call |
| than traditional advertising because it is perceived as | | | | "mini stories." A mini story is a title, short description, |
| being newsworthy. | | | | and keywords for your main story. You post these on |
| This is the element of your business you really need to | | | | bookmarking sites like Digg, Propeller and others. This is |
| focus on in order to be effective here: the campaigns | | | | another way to spread your news, and it builds |
| you are creating are news; they are newsworthy. | | | | backlinks to your website, raising your rankings in the |
| The first thing you need to do is ask yourself: What is | | | | search engines.) |
| happening in my business that the press or my | | | | Finally, as part of your PR campaign, consider video. |
| potential customers want to know about? Answering | | | | Depending on the type of news you are creating, |
| this question correctly is crucial to the success of your | | | | videos may be the best way to spread your news, |
| public relations campaign. | | | | especially if it allows you to demonstrate your product |
| So, when you're first planning your campaign, decide | | | | or illustrate something about your business. Videos are |
| what is news in your business. If you're really not sure, | | | | highly popular online, and your readers will love it. |
| then I would recommend you take a look at a press | | | | Submit your videos to video and news sites. |
| release site like PR Web or a news site. Most | | | | Just remember: think news and inform your visitors, as |
| newspapers don't tell readers that many of their | | | | well as the press, about news in your business. Include |
| stories are actually based on press releases. (It's a | | | | a local angle to your stories and submit them to your |
| labor intensive process putting out a daily publication so | | | | local papers, TV, and radio stations. This will help you |
| newspapers rely heavily on press releases for news.) | | | | get more traffic and increase your credibility. |