SMALL BUSINESS OWNERS: LEVERAGE YOUR EXPERTISE TO GET PUBLICITY

Own a small business but can't afford to advertise? Good publicity is the best way to communicate your marketing message and capture the attention of potential customers.  If you're lucky, a reporter will stumble upon your business and determine it's newsworthy. 

But, it's more likely you'll have to work to get the media spotlight to shine on you. If you haven't got the resources to hire a PR firm to work with media on your behalf, you'll have to leverage your expertise by making yourself available to media as a "source." 

You know your business and what's happening in your industry. You should know the trends and what the top gurus in your industry are saying. And you should be aware of  how people in your town view your type of business and your competitors. 

Get to know the media who cover your industry. From time to time, they'll need background, insights or confirmation on industry news. They'll need a source who's accessible and knowledgeable. 

Be generous with your time. Be low-key in the promotion of your company and your pursuit of publicity.  As your name appears regularly in stories as the "expert" commenting on your industry, consumers will  become more aware of you and your business — and they'll come to you next time they want to buy.