For small business or even individuals, managing your public relations campaign may seem impossible. Don't ignore the many opportunities you have to get free coverage with your own PR campaign, though.

    对于小公司或者个体户来说，运作公关活动似乎是不可能的。但是，不要浪费了你所特有的许多免费的公关机会。

    1. Press Releases 新闻发布会

    Any effective PR campaign is going to include press releases. When you have news about your company and products, write a press release and distribute it to the appropriate media outlets. Be sure you know how to write a press release because there is a big difference between advertising and public relations.

    任何有效的公关活动都包括新闻发布会。如果你想发布任何关于公司或产品的信息，那就在一家合适的媒体发布新闻吧。但是要确保你知道如何写新闻发布会，因为广告和公共关系有很大的区别。

    2. Press Kits 新闻资料箱

    Your press kit, or media kit, is an invaluable tool you can use to promote your company. From trade shows to product launches, there are a number of good reasons you must create a press kit.

    你的宣传资料袋，或媒体资料袋，都是你可以用来宣传公司的宝贵的工具。从贸易展会到产品发布会，都有很多的理由让你做一个宣传资料袋。

    3. Use Your Blog 利用你的博客

    Your corporate or employee blog is an excellent way to keep you visible to your customers. Making your blog a regular part of your public relations campaign gives you exposure to customers, journalists and it even provides you with word of mouth advertising.

    公司或者职员的博客都是向顾客宣传公司的绝佳途径。将博客作为公关的一部分的话，可以让你更好的接触客户，记者，这样可以让你赢得不错的口碑。

    4. Working With the Media 与媒体合作

    Make no mistake. The media is not required to give you coverage. Public relations is your ability to get free publicity. Knowing how to work with the media will help you come off as a pro even if it's your first media event. You also want to develop a long-lasting relationship with the media so you can start to develop contacts in the industry as well.

    不要犯错。媒体并没义务为你做新闻报道。这就要看你是否有让他们免费帮你宣传的公关能力了。即使你是第一次做媒体宣传活动，如果你知道该如何与他们合作的话，也可以让你成为一名出色的公关。你也需要和媒体保持长久合作的关系，以便日后你更好的发展业务联系。

    5. Organizing Media Events 组织媒体活动

    PR is more than blitzing the media with your press releases. Organizing media events is an outstanding way to get multiple media outlets to come to you and give you free exposure.

    公关不仅是让媒体帮你发布新闻而已。组织媒体活动无疑可以让你获得更多的媒体支持，也免费增加了你的公众曝光率。

    Be creative when coming up with ideas. Just because you have a news conference doesn't mean the media will show up. A groundbreaking ceremony with a local celebrity or other prominent figure to address the crowd increases your chances of getting publicity over the same event with just you and your employees sticking some shovels in the ground. If you're working with a children's charity to raise money, the media will be more likely to show up if you're hosting a fun event like snow skiing in summer for the children who the charity helps rather than you just filling out a check to hand over to the director of the charity.liuxuepaper.com