Mike Hallaron, of Hallaron Public Relations in Woodlands, Texas, has an article explaining PR services for small businesses on Woodlands' "community portal and guide" site. Two opportunities here: relating well to small businesses and interesting your community in a Web display site (portal) if it doesn't already have one. Either way, use Mike's method (below) in the process.
Hallaron PR is a small firm that empathizes with small businesses. It advocates basic public relations planning for everyone in business, truly an appropriate pitch. Mike Hallaron advises small businesses to Identify Your Objectives, Define the Plan of Action, Measure Results and Act on Your New Plan. That's a planning cycle known as Plan, Do, Study, Act (PDSA) or the Deming Cycle (after the noted systems teacher W. Edwards Deming.)
To avoid the "puffery" stigma, it's important for PR to be practiced as methodically as possible. As Mike Hallaron is demonstrating, taking a process approach builds credibility for PR firms themselves in the eyes of potential clients. Check out his text more fully. Process truly matters.
By whatever process he used, Mike has produced an especially attractive public relations home page.