Promotion for Professional Services Providers requires a different approach than for other types of business people. Here’s why:
* People buy professional services based on reputation, credibility and knowledge
* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service
* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledge
Low-Cost, No Cost PR strategies you can use immediately:
* Speaking engagements
* Guest columns
* Radio Expert
* Volunteering on charity committees; member of a charity board; pro-bono work for a charity
* Award submission
* Web Site
* Special Events
* Newsletter (e-mail)
How to decide which PR strategies are best for you:
* What do you feel comfortable with? I have an attorney client who doesn’t feel comfortable doing speaking engagements or radio shows, but likes to write. Then I have a motivational speaker client who loves to speak but hates to write, so he outsources the writing to me. I feel comfortable with writing and speaking, so I do lots of different P. R. activities to promote my business.
* What can you commit to? Newsletters, for instance, should be done on a consistent basis. Whether it’s weekly, biweekly or monthly, can you commit to a schedule?
* What are other professionals in your area doing? If there is already a coach offering radio expertise on the radio show you’d like to be on, that’s a tough sell for you. But perhaps you could offer to write a Q&A column for your local newspaper.
Focusing on P. R. is a very effective strategy for promoting Professional Services Providers.
Copyright 2006 - Margie Fisher All Rights Reserved
Margie Fisher, President of Zable Fisher Public Relations, is the author of the Do-It-Yourself Public Relations Kit. For more information on the Kit, the Pay for Results Publicity Program, and to sign up for the complimentary PRactical P. R. newsletter, visit http://www.zfpr.com