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Building your business through PR

My wife and I have the privilege of a visit from our daughter in law and 2 grandchildren. I mention this as I normally send out this email on a Sunday afternoon. I was busy learning about the mind- set of a 2 and 41/2 year old!

Today I want to chat about building your business through PR.

What is PR?   “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” The PRA of the USA

How is public relations different than advertising?

It’s Unpaid vs. Paid. Earned vs. Purchased. Credible vs. skeptical.  Public relations tastes great, advertising is less filling.

There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”

Here are three ways to get exposure, get on the radar screen and get noticed.

Ask for it

I write a monthly article that appears in the Independent stable of community newspapers, and by so doing, give the CFE, its beneficiaries and False Bay TVET College good exposure. I did, however, ask whether there was an appetite for it. Different business opportunities and business networks have also arisen because of these articles. In what way can you think of getting exposure, by asking?


This is slightly different to asking for PR. When you volunteer, it may not be in the area of your expertise. The College purposely volunteers with certain events in the Cape Calendar. An example would be assisting with the Two Oceans marathon. It is a lot of fun assisting these athletes. Yet it is also a way to get super exposure. Are the events in your area where you can volunteer?

Consider offering something for free

This is not a “silver bullet” that applies in all cases. Sometimes, though, offering some service or product for free can open the way for paid services. The CFE team offered free support to the 2016 YouthstartCT competition last year. This meant the City “tasting” our offering, and we were able to secure the 2017 #YouthstartCT event for this year as a result.

In what way can you advance your business by offering a free product or service?

Here’s to you building a strong business, and you being a resilient entrepreneur.

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