Take a look at this nice article called Ten Ways to Generate Good Web PR from PC World. None of the ideas are brand new or secret, but writer Becky Waring did a good job organizing good tips and explaining how Web PR will help even the most local of businesses. That's always a problem for small local businesses: how to use the World Wide Web to get customers for, say, plumbers in Pittsburgh.
One of the best values from this story? None of the ideas cost any real money. You have to build your Web site anyway, so thinking of the PR value while doing so adds nothing to the cost. You need to stay in contact with customers and potential customers, so the incremental cost again is little or nothing. Blogs are free. Deals with compatible businesses for cross-marketing are free, but Waring suggests (correctly) you offer a discount to customers using those referrals. You can hire a PR professional, and get some great value, but you can also generate plenty of attention by following these easy tips.
Before you hire a PR person, you may want to check one more link. My first video interview posted on PodTech was with Cheryl Snapp Conner, a PR professional I've known for years as she helped high tech companies gain recognition. PR Advice for Small and Growing Companies includes a few different ideas than the PC World article, and you get to hear Cheryl expand in more detail on several ideas. I just recorded a follow-up interview, More PR Advice, and that will be posted in a day or two.
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