Public relations is an inexpensive way for your business to get noticed, create an impression, and be remembered. Here is how you can generate good public relations for your business:

Determine your desired image

Is there something unique about your business? Is your product line more complete than that of your competitors? Are your employees better trained or more customer service oriented? Have you been in business longer or had more experience than your competitors? Are you more dependable than they are?

Define your public

Be very specific about who your actual and potential customers are in terms of location, demographics, and interests.

Select your media

Choose media that have your target customers as an audience. Here's how you should use the media (using local newspapers as an example); Newspapers often look for feature stories about small business, especially those offering a unique product or service. These stories can sometimes be devoted to a single firm, but more often they report on several businesses built around a common theme. Get to know the business editor, or whoever it is that assigns such stories. Find out what that person considers to be newsworthy and feed him or her some of your ideas.

The business section of the newspaper also offers many opportunities for exposure. Report news of personnel changes such as new appointments or promotions, a change of location or news of expansion, the introduction of new product lines or services, and product success stories.

Contact local radio/television producers and/or reporters and work with them in much the same way you work with members of the print media.

Network with local business associations

These include Chambers of Commerce and any other relevant local business, trade, or civic group. Put on a "how to" demonstration for them. For example, a computer retailer might offer a demonstration and lecture on the various software products used by small businesses. See if you can get your demonstration reported in the local media, or in the organisation's trade publication.

Encourage media coverage of special events

Don't expect automatic media coverage of an event simply because you write or telephone the correct media contact. If you want the media to be there to handle its own story, provide your contacts with a fact sheet highlighting the nature of the event, where and when it will take place, and the people who will be involved. If you think chances are slim of attracting media there, prepare a news release and distribute it immediately after the event.

Participate in community events

You may decide to take on special projects such as heading a fund-raising effort or serving as a municipal board member. While this is generally a good idea, be careful not to let it take too much time from your first self-assigned job: running a profitable business.