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PR Strategies for Small Business:
Go for the long-hanging fruit.
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 by Sheena Nix

Sheena NixYou know what?  Not everyone gets to be on the Today Show or Oprah, and that's OK.

Example: You've got an awesome new product, service, etc., so naturally you write up a press release. 

Now you can either submit your release to Oprah's staffers and wait for them to notice yours out of the thousands they receive daily and call.

Or you can tweak your release to be SEO-friendly and submit it to a distribution service, thus ensuring that your press release reaches a wide variety of search engines, blogs, websites and even journalists who are may be very interested in your news.

Maybe you do both. The point is that you're going to be better off diversifying and letting a larger number of people find you, even though they may be in smaller niche markets. 

David Meerman Scott had two ideas on how PR is evolving, that are particularly applicable to this strategy (from his blog at

1. The old ways to get noticed were to buy expensive advertising and beg the media to write about you and your products. The best way to get noticed today is to publish great content online.

2. Don't talk about what your products and services do. Instead talk about how you solve problems for your customers.

PR and the strategies of the press release are changing, traditional media sources are on the decline, and online distribution methods are more accessible and producing better results than ever. That is why we say go ahead and reach for that low hanging fruit. 

While all your competitors are fighting each other for access to the top, you'll be building a solid base of customers and attention. And who knows, maybe if enough of the small-time players are singing your praises, the big media outlets will eventually take notice.

Sheena Nix helps run and contributes to several websites, 
She can be reached at

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