Public relations and marketing become especially close at the local level. Marketing has to reach to where customers are, and PR interactions happen among people where they live, so it's good for PR people to be well versed in what works locally. All marketing and PR, one might say, are local.
Generating publicity is, of course, part of local outreach.
"Generate awareness for your business locally by writing op-eds in local newspaper(s), getting booked on local radio talk shows, and advertising in the good, old-fashioned Yellow Pages," Bortone writes. "Craigslist continues to be an excellent local resource. For help getting booked on radio talk shows and otherwise generating local publicity, seek out the services of a good local public relations consultant by searching the directory of the Public Relations Society of America (PRSA)."
Bortone's piece includes other grassroots techniques, all of which can benefit from PR sensitivities.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.