Here are a few low-cost (but highly effective) strategies for getting PR on a modest budget.

1. Hire a “pr-pro-in-training” (aka your local college student)
   Many business and journalism programs require students to get real-world experience through internships—which can be either paid or un-paid. Contact your local university or college and ask about their internship programs. Or contact a professor directly and ask him or her to recommend one of their best students. Most will be delighted to help you connect in this win-win scenario. Students get a chance to build their portfolios and employers get cost-effective (and eager!) help. Another plus: many are tech-savvy and can help your business leverage free social media tools to connect with your target customers.
2. Give presentations
   Organizations, clubs and business groups are always on the look-out for guest speakers. Volunteer to come and speak about your area of expertise to local community groups. It’s a great way to get your company’s name out there—and also pick up some new business leads along the way.
3. Create your own brand evangelists
   Passionate and loyal customers: every business wants them, but many firms don’t know how to cultivate them outside of traditional paid advertising. One small pizza and beer parlor found a loyal customer base—dog lovers–and caters to them with some creative, and cost-effective, marketing campaigns. They offer a dog-friendly outdoor seating patio, free doggie treats, post pictures of their customer’s pooches, and give away free dog washes during ‘the dog days of summer.’ The result: fiercely loyal customers who forego the national chains.
   Sunshine Morrison is principal of Radiance Communications, a branding and public relations agency specializing in food, beverage and consumer product marketing. She can be reached at Email Sunshine