Starting an Online Business All-in-One For Dummies®, 3rd Edition

Chapter 2: Special-Edition Public Relations for the Web

In This Chapter

• Writing product reviews
• Being a community leader by hosting Web seminars and sharing information
• Distributing free articles to build your portfolio

Although PR may stand for press release, you don't always have to draw attention to your business in the form of a press release. Publicity can come in many forms, and, by using the Internet, you can differentiate yourself and your company to attract customers in lots of ways. You probably have heard the phrase “There's no such thing as bad publicity.” Well, if your customers are unhappy and advise everyone they know to avoid your business, we're sure that it won't help your bottom line.

You must be out among the community you depend on to build a relationship for customers to connect and use your business. You not only gain a sense of what customers want and need in their lives but also connect with the community to help sell the story of you and your business. Consider the time you spend online reaching out to your community as an investment. You're building intangible relations, the goodwill that a positive company can generate, and the reason why these customers should shop with you and not someone else.

In this chapter, we focus on the publicity that revolves more around you and your product knowledge. We explore different ways in which you can indirectly promote your company while demonstrating your expertise and competence in your product's subject area. ...