SCORE Small Business Blog

Marketing: Shameless Self-Promotion: Do-It-Yourself PR

Have you seen your competition mentioned in magazines, leading newspapers, or as guest on TV shows? Why not you? Have you tried? Do you know how to make this happen for you?

On getting publicity, here are some things to consider.

  • When you have a third-party endorsement from the media, you gain credibility in the marketplace and will be perceived as an expert in your industry.
  • Most of the company news you see is planted by that company. You can do this for yourself or hire a public relations (PR) agency to handle for you.
  • Firms specializing in PR who actually know what they’re doing are not cheap.
  • PR agencies cannot guarantee coverage (with reputable media), regardless of the money you spend.
  • You need to be relevant and have a different take on a story in order to get noticed by the media.
  • In order to get quoted in the media, it needs to be obvious that you are an expert in your field.
  • Journalists are super busy and will not return phone calls, reply to emails, or respond to faxes.

So knowing all this, what can you do?

SCORE Atlanta had a conference earlier this month where we focused on building sales and marketing skills of people already in business. I conducted a seminar titled “Shameless Self-Promotion: Do-It-Yourself PR.” The slides from that presentation are available online at

This presentation will give you a lot of ideas…ones that have worked for me in landing mentions in/on O-The Oprah Magazine, Fortune Small Business, The TODAY show, and more. The key is not to try contacting the media but to position yourself so they call you.

All of my ideas take you down the road to more publicity by improving how you show up in organic searches on the Internet (usually referred to as SEO or search engine optimization).

Check it out and add to my ideas with your comments. (Since doing this presentation, I’ve added several more ideas to my list.) Let’s see if you have more.

-Peggy Duncan, SCORE Atlanta
View more posts by Peggy

I’m a productivity and technology speaker, trainer, author, and consultant. I own The Digital Breakthroughs Institute in Atlanta GA.
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Discussion (2) Comment

  1. Most small business do not have the budget to hire huge PR firms to promote them, I know I used to be one of those businesses!

    I have to say with social media marketing I didn’t have to do much but talk to people about something that I was passionate about, saving other people’s time. I connected with people via Twitter and on blogs. Blogger outreach let’s you connect with people and build your network around your product and that can lead to some interesting places.

    Now I work for a company that aims to save small businesses time doing social media marketing and blogger relationship management. We’re aiming to help small businesses, among others, save time by using our software to manage their blogger relationships. And it’s a much easier DIY method than using Google documents or MS Office to track everything and generate the reports.

    There *are* easy and successful ways for companies to manage their own PR without pulling their hair out!

  2. Josh NeumannVisitor

    Exccellent advice. I think the main way to get attention in any media is to not be boring and do the opposite of everybody else.


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