If you think PR is just about sending out press releases to your local paper now and again, you're missing a valuable tool in your marketing arsenal.

Public Relations (PR) is powerful. Implemented correctly, it can establish you as the expert in your profession and grant you undeniable credibility and eventual FREE publicity. As such it offers much more longevity than an ad that you place in a magazine or newspaper that gets tossed away. And most importantly, it is exceptionally cost-effective.

Cost-Effective
PR can be as economical as the cost of a phone call, mailing to the media or creating your own special event. If you're doing something that's interesting, let them know! Generate a buzz.

Longevity
What makes a bigger impact, an ad or an article? An article written on your practice reaches and influences a larger audience than an ad.

Credibility
If someone see you in the local media, you've got instant credibility. The reader thinks that if the media (be it a magazine, newspaper, TV show or radio show) is taking the time to talk about you, you must be doing something right.

How Do You Generate Great PR?
It's not as difficult as you may think, but it does require some effort and careful planning. The good news? Local businesses, practices or entrepreneurs are always newsworthy. There's genuine interest in who you are and what you do. The trick is letting people know who you are and establishing yourself as an expert in your field. As a professional of your stature, this should not be difficult. Being viewed as an expert can do wonders for your business.

How do you establish expertise? A little time and effort should do the trick. Here are
some tips:

• Make sure you know everything you can about your profession and areas of
  special interest.
• Contact others who are considered experts in your field and ask how they
  became experts.
• Talk to as many groups as possible! Volunteer to talk to organizations, service clubs, business groups, retirement communities . . . anyone who'd be interested in what you have to say. And do it free of charge!
• Contact industry publications and offer to write articles.
• Offer a seminar or demonstration related to your practice.
• Mentor. Teach others what you know

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