by Mar Junge

If people don't know about your new product or service, they'll buy from your competition. While that may be obvious, many young companies on tight budgets send public relations and advertising to the back of the funding line. By the time they're finally ready to go to market, their competitors have leap-frogged into the minds of their prospects and customers. Playing catch-up isn't easy for young and emerging companies, as it can take several months to build new editorial relationships and get articles placed.

So how can you build market recognition quickly? Include public relations in your marketing mix. While there are hundreds of ideas CommPros Group can include in a PR plan we develop for you, here are five easy-to-implement ideas that we can use to help promote your company right now:

1. Announce a new product, service or company personnel update. Be sure to turn features into benefits your customers can't resist. You don't even have to send the news release it to the media—simply post it on your website's NEWS page and let the search engines work their magic.
   
   
2. Position your company as an authority by booking company executives and experts at the next luncheon of a professional group in your industry, or speak to your local Chamber of Commerce. You'd be surprised how many business referrals you'll get.
   
   
3. Publicize your company's viewpoint and increase name recognition by writing letters to the editors from your CEO or other executives. Most industry trade publications and newspapers have Opinion-Editorial (Op-Ed) sections that welcome contributions. Be sure to post a copy of the published letter or link to the publication on your website to move your company up in the search engine rankings.
   
   
4. Help your customers get to know your company by asking us to write, produce and deliver targeted emails and enewsletters to your email list. We'll help make sure you include valuable information your customers can't get anywhere else.
   
   
5. Tie in to the next newsworthy event in your community, or create your own. For example, encourage employees to volunteer at community fundraisers. Make a significant donation to a worthy cause. Adopt an elementary school. Organize a clean-up day for neglected but visible public areas. Then write up the results in story form to post on your website, email to your customers, or send to the media.