Running a business from a regional or remote location doesn’t mean your publicity efforts will be wasted; instead see it as an opportunity to be clever with your PR efforts.
The beauty of the internet means you can be located on top of a remote mountain using wireless broadband, without the chance of seeing another soul until the weekly mail drop and still run a business as effectively as if you had an office in your capital city.
PR, or public relations, is all about building and maintaining relationships – and that can be done from wherever you are.
Think local
Start by finding out the news and feature contacts at your local media outlets, i.e., newspaper, radio, TV station, magazines, bloggers and any websites that cover your area.
Do this by looking at their website or inside the front cover (if printed) and adding relevant contact details to your media list. Contact these people whenever you have anything newsworthy, always promoting the local angle. For example, you could write a media release for your local media if you are asked to speak at a conference or win a business award.
For a media release template visit www.strawberrycommunications.com.au.
Go social
Once you have a handle on your local media, expand your reach on social media, such as Twitter, Facebook and Google+, by sharing your views and advice on the key topics your business covers. Talk to journalists on Twitter, join LinkedIn groups to share your knowledge by answering questions and display your product photos on Facebook. Encourage your networks to share your links, photos and articles to expand your reach.
Share your expertise
Respond to relevant articles, blogs, news items, etc., about the topic of your expertise via social media, blog comments, forums, letters to the editor, etc., to build your name as the go-to person.
When you’re feeling even bolder, pitch article ideas to your industry media, i.e., magazines, newsletters, blogs and journals, on timely topics. For example, if you’re an accountant you could offer your top tips on getting BAS organised before the due date, instead of panicking the day before, or a printer might want to showcase Christmas card ideas and marketing newsletters.
Band together
Consider pooling your resources with other complementary local businesses to provide a complete solution, or a marketing campaign to build all your contact lists. For example a florist could join forces with a newsagent, gift store or bakery to provide birthday packages. Not only can you add value to your products or services, but working with other businesses means you can also negotiate better deals on marketing investments like advertising.
School, community group and charity fundraisers can also be a great way to associate your business with a good cause and let your local networks see you in action.
With all these publicity tools at your disposal, you business will be kicking great PR goals and your location becomes simply an address.
The Australian Businesswomen’s Network is interviewing business women in regional Australia as part of our ‘Beyond the City: Success Stories of Business Women in Regional and Rural Australia’ initiative.
Learn more about the campaign and read success stories of inspiring business women here.
And, for more information on you can connect, learn and grow, regardless of your location, learn more about the benefits of HerBusiness’ premium membership.
