Budget-friendly communications essential in a sluggish economy

We are still blessed with a sluggish economy, and the purse strings for public relations activities remain tight. The only solution is to continue to focus on those communications activities that give you the most bang for your your buck!

Some suggestions:

. News releases--Instead of spending money on advertising, invest in a media relations campaign. Media coverage is free and is generated by well-written news releases. Effective news releases are topical, and focus on issues that will interest targeted media. And remember, news staffs have been hit with layoffs like everyone else--they need your help more than ever. Send your news releases via e-mail, and significantly reduce expenses for postage and copying.

. Letters to the editor--Letters to the editor are among the most read section of a publication. Letters are especially useful when managing issues or positioning a company. Some staff time may be needed for research, writing and editing. But the only cost involved is postage!

. Media kits--If you are launching a new product or service, you may need a media kit. Media kits have many uses. They can create advance buzz about a product or service, or provide background information for a product launch. Media kits can also be used to promote a company or individual to a publication. With the increased use of color printers and color copiers, attractive media kits can be produced at little or no cost. A typical media kit includes a targeted news release, the company profile, industry statistics, biographies of key players, photos, product samples, and customer testimonials. This information should be contained in a nice folder bearing the company logo.

. Social media--Public relations and marketing firms have whole divisions devoted to “buzz marketing.” Generally, a buzz is created by utilizing social media, such as Twitter and Facebook, and talking about a company, product or service. If you have access to the Internet, you should be able to generate a similar result.

Next week: More tips on cost-effective communications