If you've ever driven through north Texas, you no doubt recall its vastness — flat fields interrupted only occasionally by small Texas towns. The towns, though small and unassuming, are inhabited by people going about their daily lives; but those people and the details of their lives are invisible to passersby.

Businesses can be that way, too — invisible to those passing by. Is your business invisible? Or do you make a concerted effort to increase its visibility to both those passing by and to your own customers? Are your customers aware of what your company really does?

It's easy to focus on day-to-day activities and forget to promote what our companies really do. Increasing the visibility of your company can be easy, but it requires one of your most valued commodities: time! If public relations work isn't your main function, you will save time by hiring an independent PR professional to help increase your visibility. Whether you “do it yourself” or hire someone, putting effort into public relations activities will increase your visibility and your image.

Here are some easy public relations tips that can be applied to any business regardless of size or location.

• Get to know the editors of your local newspaper by providing information about your business to them.

• Prepare a press release and submit it to your local papers. Here are some ideas for topics for press releases: new location; company expansion/growth; new employees or promotions; special events; success case study; awards won or awarded; new products or services offered; results of customer surveys; “how-to” articles; charity work sponsored by your company or employees; community service participation.

• Add your press releases to your Web site.

• Don't overlook industry magazines (like this one) where you can submit information about your business or the exciting programs you have in place.

• Look at the signs on your buildings and vehicles to determine if they portray the kind of image you want. Update them if they look old or outdated. Do the signs on your building say what your business actually does, or do they merely show the name of the business? Likewise, if your company has vehicles, they should be clearly identified with more than your business name. Don't assume that everyone knows what you do.

• Communicate regularly with your employees so they can explain any new products or services if asked.

• Hold special customer appreciation events where you highlight and display new products and services. Invite vendor reps to demonstrate new products and technology, and invite the local press.

• Tie off-beat holidays into current events, and submit a press release that connects your business to these events. Search the Internet for “bizarre American holidays,” and you will find several sources.

• Listen to talk radio stations and call in when the topic centers on your area of expertise. Clearly identify yourself and your business before making your comments.

• Perfect your 30-second elevator speech so you're ready, at a moment's notice, to explain exactly the benefits your company provides.

• Write (or commission) an article about a local topic of interest and submit it to your local papers.

• Sponsor local community organizations such as ball teams. Supply your logo so that the team will be visibly linked to your company.

• Support local charities and be visible at their functions.

• Publish a customer newsletter where you can keep your customers up to date on activities, products, services and other information about your company.

• Ask for customer testimonials and use them in your marketing, Web site and printed materials.

Generally, anything you do to improve your visibility will help bring in and keep new customers. Remember, they won't buy if they don't know what you do!

June Van Klaveren is an independent PR/marketing professional and author of the book The Edge Up: How small businesses can leverage customer service as a competitive advantage. She can be reached through www.TheEdgeUp.com or by calling 800/779-0067.

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