Magazine article Black Enterprise

Priceless P.R.: Publicity Is Vital to Any Company's Success

Magazine article Black Enterprise

Priceless P.R.: Publicity Is Vital to Any Company's Success

Article excerpt

"EIGHT OUT OF 10 TIMES SMALL-business owners miss the mark; they don't understand the authenticity of the message," says Karen Taylor Bass. "They don't exactly know what it is that they want, what their niche is, or what their strengths are. They don't have the proper tools." It's Taylor Bass' job to help change that.

As a public relations expert and CEO of the Valley Stream, New York-based public relations consulting firm TaylorMade Media, Taylor Bass works with large corporations as well as small-business owners to conceptualize and craft PR campaigns for their product or service. But before any creative magic happens, Taylor Bass insists on knowing a firm's target audience. She says you can determine this by questioning if your message is really viable in the particular magazines, newspapers, or other media out lets you are targeting. Taylor Bass adds that a low-level PR campaign can cost about $750 to $1,500 per month, but $2,500 to $3,000 (if you have it) is a good budget to aim for. But what does that get you? "Press releases, an actual tear clip, or placements such as electronic placements, blogging, magazine, and one local television spot in your market," says Taylor Bass. "Because what we're selling here is impression, impression, impression--the more I see you, the more I believe that this is happening."

In crafting the proper way to be seen and heard, bells and whistles are important, but Taylor Bass emphasizes that the true way to create buzz is to strive for creativity and to think even further than "outside the box."

"I believe there is no box, you've just got to break it down:' says Taylor Bass. "You have to believe that what you have is unique, and you have to sell it that way."

For more tips and resources from Karen Taylor Bass on delivering effective PR, visit www.blackenterprise.com.

BIG DREAMS, SMALL BUDGET?

Think you can't afford priceless PR? Taylor Bass, author of the e-book, You Want Caviar But Have Money For Chitlins--A Smart PR Guide For Those On A Budget (www. …

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