6 ways to work with shoestring PR budgets

Effective communication tactics don’t have to break the bank—or your departmental budget. If you run a small outfit, here’s how to make the most of it.

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Organizations with tiny staffs and a shoestring marketing budget can look larger than life by mastering simple, cost-effective guerrilla PR tactics. Many smaller organizations don’t have in-house PR, so their CEOs and marketing leads must be more creative—and strategic—than large organizations.

Here are six proven ways PR pros for small organizations can make the most of lean and mean PR:

1. Partner with well-known brands. Make it easy for them to partner with you; do all the legwork.

Use free tools like Google Alerts to see what’s trending and who’s doing what. You’ll discover complementary brands—your future business partners. Your outreach will be well received if you do your homework and offer real value.

2. Don’t take it personally when the crème de la crème of the “influencer” community doesn’t return your calls. It will take time, brand building and a compelling success story before national mainstream media and top-tier celebrity influencers pay attention.

In the meantime, build relationships with the trade, local media and emerging bloggers or social media users building their follower base.

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