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232 Part IV: Getting the Word Out without Advertising

way to get free media coverage. That’s like saying fashion is about hem
lengths. There’s a shard of truth in there, but it’s hardly the full story.

The wide-angle view of public relations

The Public Relations Society of America defines public relations as activities
that “help an organization and its public adapt mutually to each other.”

Other professionals say that public relations involves activities that aim to
establish, maintain, and improve a favorable relationship with the public
upon whom an organization’s success depends.

In Small Business Marketing For Dummies terms, public relations means doing
the right thing and then talking about it — using publicity and other nonpaid
communication opportunities to inform those whose positive opinions favor-
ably impact your business.

The field of public relations consists of the following:

ߜ Media relations: Establish editorial contacts, distribute news releases
and story ideas, and become a reliable and trustworthy news source.
Publicity is part of media relations, and media relations are part of —
but not all of — public relations, as this list aims to prove.

ߜ Employee or member relations: Use newsletters, meetings, events, and
programs to develop communications and rapport with internal audi-
ences and to demonstrate that your company’s interest in doing the
right thing starts at home.

ߜ Community relations: Build ties to your local market area by joining
groups, serving on boards, spearheading charitable endeavors, and
donating time, products, services, or funds to support projects that ben-
efit your community. As you undertake efforts for community causes,
above all do so because you believe in the cause. Second, do it because
you and your business benefit by the association and from the visibility
you receive as a good community citizen.

ߜ Industry relations: Join industry associations, attend industry events,
and serve as an officeholder in groups that represents your business
arena. A strong industry role keeps your business in the forefront and
establishes your credibility with consumers and editorial contacts.

ߜ Government relations: Build relationships with elected officials.
Acquaint them with your company so they have a favorable impression
should they be asked to comment on your business or should you need