A small business can increase its visibility by regularly submitting press releases to the local media outlets. Local media sources are more likely to report on a local business than larger network sources. Besides, most small businesses operate on a local level and would rather spend their time and energy targeting local audiences than national ones.

Start by compiling a list of the local media contacts that cover your company's industry, then contact those people directly. Press releases can be submitted to cover a variety of company happenings, including but not limited to the promotion of an employee, the release of a new product, changing locations or opening a new location, landing a new contract.anything noteworthy that can be printed will lead to credible and consistent company exposure.
Aside from press releases, there are other ways to get your company in print or on the air. For example, if you are a tax accountant you might volunteer to write an article explaining recent tax law changes or offering tax advice for the average person. If you are opening a new restaurant in the area you might be able to get a local television news spot doing a cooking demonstration. There is always a publicity angle no matter the industry; you just have to find it. An added bonus to print publicity is that you can save the article and show it to potential and existing customers time and time again.

Another approach to generating publicity for your small business is through "local store marketing," or LSM. This can often be done at little or no cost to you, but it does require more of your direct time. LSM is most effective when conducted by the business owner directly, but a well trained employee who really knows the company could assist.

Local store marketing basically means getting out into the community around your business and promoting it in any way possible. Some examples of local store marketing techniques include: teaming up with other area business to offer customer discounts and incentives; holding a contest or drawing of some sort; sponsoring local non-profit organizations; distributing coupons and flyers to the community; promoting "limited time only" offers to drive new business; being involved in local parades, fairs, or festivals; you can even give talks or offer classes; the options are limitless! And as stated before, most of the above ideas can be carried out at little or no cost to the company.

Keep your target audience in mind when developing your publicity strategy. Submit your press releases and article suggestions to the media venues that your current and potential customers are most likely to read, watch or listen to. The biggest media venues aren't always the best option. Don't waste company time and money on publicity that isn't even going to reach your intended client base.

Remember, generating good publicity for your small business can be a great way to get free advertising, but because it is distributed through the media and is "free," you won't always have control over what is said. Have a game plan in place for talking to the media if reporters come to you about a story. "No comment" is never a good approach to take when dealing with the media. Always have something prepared. That being said, don't hold back! Get out there and start generating publicity for your small business today.