Determine your personality
Be clear about the personality of your business because you want your communication to be clear – Is it youthful or mature? Quirky or serious? Once this has been determined, you can set about deciding the message that you want to convey and the kind of media that will be most effective in communicating it. Your logo, packaging and office decor too should reflect your business’s personality.
Join business networks
There are a number of business networks operating in India. Become a part of a few that are relevant to you. Attend meetings regularly, and network all you can.
Irrespective of the nature of your business, it has become crucial today for you to engage in social media marketing. Ensure that you have a presence on Facebook, LinkedIn, Twitter, YouTube and other social media platforms, and that you keep updating your posts regularly. Maintain a blog.
Contact bloggers who would be interested in writing about you.
Tap the local media
Identify local newspapers and websites that would be interested in covering your business, and talk to them. Give them a story angle. Maintain contacts with them, and send across press releases about your business regularly.
Locate product release columns that would be interested in showcasing your products and/or services.
Be a guest speaker
Identify organisations that would be interested in learning about your product and/or service, and set up a guest lecture there. Talk lucidly and effectively about a subject from your domain of business, so that the listeners remember you and contact you in case they have a relevant requirement.
Get involved in local events
Be aware of local events like exhibitions and conferences, and get involved in them. Sponsor small events, so that people notice your business.
Leverage special occasions
Leverage festivals and other special occasions to showcase your product and/or service. Arrange for the local newspaper or website to publish a story about you around such occasions. Organise giveaways and contests on such special occasions to come into the public eye.
Word of mouth
Word of mouth plays a very important role for businesses, as it helps build credibility. Ensure that you talk about your business to your friends, colleagues and relatives. Train your employees to talk about your business to their near and dear ones. The key is to do it in moderation, though, and not overdo it.
Once you have been in the game for a while, it is crucial to make time to measure and evaluate the effectiveness your marketing campaign has had. Keep in mind the impact that each PR activity undertaken by you has had on your business. Keep a record of the feedback from the customers as well. Modify your plan periodically, if needed.