For small business or even individuals, managing your public relations campaign may seem impossible. Don't ignore the many opportunities you have to get free coverage with your own PR campaign, though.

    對於小公司或者個體戶來說，運作公關活動似乎是不可能的。但是


，不要浪費了你所特有的許多免費的公關機會。

    1. Press Releases 新聞發布會

    Any effective PR campaign is going to include press releases. When you have news about your company and products, write a press release and distribute it to the appropriate media outlets. Be sure you know how to write a press release because there is a big difference between advertising and public relations.

    任ren何he有you效xiao的de公gong關guan活huo動dong都dou包bao括kuo新xin聞wen發fa布bu會hui。如ru果guo你ni想xiang發fa布bu任ren何he關guan於yu公gong司si或huo產chan品pin的de信xin息xi，那na就jiu在zai一yi家jia合he適shi的de媒mei體ti發fa布bu新xin聞wen吧ba。但dan是shi要yao確que保bao你ni知zhi道dao如ru何he寫xie新xin聞wen發fa布bu會hui
，因yin為wei廣guang告gao和he公gong共gong關guan係xi有you很hen大da的de區qu別bie。

    2. Press Kits 新聞資料箱

    Your press kit, or media kit, is an invaluable tool you can use to promote your company. From trade shows to product launches, there are a number of good reasons you must create a press kit.

    你(ni)的(de)宣(xuan)傳(chuan)資(zi)料(liao)袋(dai)，或(huo)媒(mei)體(ti)資(zi)料(liao)袋(dai)，都(dou)是(shi)你(ni)可(ke)以(yi)用(yong)來(lai)宣(xuan)傳(chuan)公(gong)司(si)的(de)寶(bao)貴(gui)的(de)工(gong)具(ju)。從(cong)貿(mao)易(yi)展(zhan)會(hui)到(dao)產(chan)品(pin)發(fa)布(bu)會(hui)，都(dou)有(you)很(hen)多(duo)的(de)理(li)由(you)讓(rang)你(ni)做(zuo)一(yi)個(ge)宣(xuan)傳(chuan)資(zi)料(liao)袋(dai)。

    3. Use Your Blog 利用你的博客

    Your corporate or employee blog is an excellent way to keep you visible to your customers. Making your blog a regular part of your public relations campaign gives you exposure to customers, journalists and it even provides you with word of mouth advertising.

    公(gong)司(si)或(huo)者(zhe)職(zhi)員(yuan)的(de)博(bo)客(ke)都(dou)是(shi)向(xiang)顧(gu)客(ke)宣(xuan)傳(chuan)公(gong)司(si)的(de)絕(jue)佳(jia)途(tu)徑(jing)。將(jiang)博(bo)客(ke)作(zuo)為(wei)公(gong)關(guan)的(de)一(yi)部(bu)分(fen)的(de)話(hua)，可(ke)以(yi)讓(rang)你(ni)更(geng)好(hao)的(de)接(jie)觸(chu)客(ke)戶(hu)
，記(ji)者(zhe)，這(zhe)樣(yang)可(ke)以(yi)讓(rang)你(ni)贏(ying)得(de)不(bu)錯(cuo)的(de)口(kou)碑(bei)。

    4. Working With the Media 與媒體合作

    Make no mistake. The media is not required to give you coverage. Public relations is your ability to get free publicity. Knowing how to work with the media will help you come off as a pro even if it's your first media event. You also want to develop a long-lasting relationship with the media so you can start to develop contacts in the industry as well.

    不(bu)要(yao)犯(fan)錯(cuo)。媒(mei)體(ti)並(bing)沒(mei)義(yi)務(wu)為(wei)你(ni)做(zuo)新(xin)聞(wen)報(bao)道(dao)。這(zhe)就(jiu)要(yao)看(kan)你(ni)是(shi)否(fou)有(you)讓(rang)他(ta)們(men)免(mian)費(fei)幫(bang)你(ni)宣(xuan)傳(chuan)的(de)公(gong)關(guan)能(neng)力(li)了(le)。即(ji)使(shi)你(ni)是(shi)第(di)一(yi)次(ci)做(zuo)媒(mei)體(ti)宣(xuan)傳(chuan)活(huo)動(dong)，如(ru)果(guo)你(ni)知(zhi)道(dao)該(gai)如(ru)何(he)與(yu)他(ta)們(men)合(he)作(zuo)的(de)話(hua)，也(ye)可(ke)以(yi)讓(rang)你(ni)成(cheng)為(wei)一(yi)名(ming)出(chu)色(se)的(de)公(gong)關(guan)。你(ni)也(ye)需(xu)要(yao)和(he)媒(mei)體(ti)保(bao)持(chi)長(chang)久(jiu)合(he)作(zuo)的(de)關(guan)係(xi)
，以(yi)便(bian)日(ri)後(hou)你(ni)更(geng)好(hao)的(de)發(fa)展(zhan)業(ye)務(wu)聯(lian)係(xi)。

    5. Organizing Media Events 組織媒體活動

    PR is more than blitzing the media with your press releases. Organizing media events is an outstanding way to get multiple media outlets to come to you and give you free exposure.

    公關不僅是讓媒體幫你發布新聞而已。組織媒體活動無疑可以讓你獲得更多的媒體支持，也免費增加了你的公眾曝光率。

    Be creative when coming up with ideas. Just because you have a news conference doesn't mean the media will show up. A groundbreaking ceremony with a local celebrity or other prominent figure to address the crowd increases your chances of getting publicity over the same event with just you and your employees sticking some shovels in the ground. If you're working with a children's charity to raise money, the media will be more likely to show up if you're hosting a fun event like snow skiing in summer for the children who the charity helps rather than you just filling out a check to hand over to the director of the charity.

    在zai出chu主zhu意yi的de時shi候hou要yao有you創chuang新xin。媒mei體ti不bu會hui因yin為wei你ni一yi有you想xiang法fa就jiu幫bang你ni發fa布bu。邀yao請qing當dang地di名ming人ren或huo其qi他ta名ming人ren一yi起qi參can加jia公gong司si的de破po土tu典dian禮li
，和he僅jin僅jin與yu你ni們men公gong司si的de職zhi員yuan動dong一yi動dong鏟chan子zi相xiang比bi較jiao而er言yan
，加jia入ru這zhe樣yang的de活huo動dong可ke以yi增zeng加jia你ni的de公gong眾zhong知zhi名ming度du。如ru果guo你ni是shi想xiang通tong過guo讚zan助zhu兒er童tong慈ci善shan機ji構gou來lai獲huo取qu更geng多duo的de利li益yi，那na麼me不bu要yao僅jin僅jin開kai一yi張zhang支zhi票piao給gei慈ci善shan機ji構gou的de老lao板ban了le事shi，多duo為wei兒er童tong舉ju辦ban一yi些xie如ru夏xia季ji滑hua雪xue這zhe樣yang的de運yun動dong才cai可ke以yi更geng好hao的de吸xi引yin媒mei體ti。

    6. Learn Crisis Management 學習危機管理

    You can learn crisis management from corporate giants because not every aspect of public relations is going to be pleasant. You may have to deal with product recalls, lawsuits or even deaths of employees while on the job, for example. The numerous possibilities of what can go wrong are something you have to be prepared for before they happen. You can't anticipate everything that can occur but you can learn effective crisis management to prepare you for the future.

    你(ni)可(ke)以(yi)從(cong)公(gong)司(si)巨(ju)頭(tou)哪(na)裏(li)學(xue)到(dao)危(wei)機(ji)管(guan)理(li)，因(yin)為(wei)並(bing)非(fei)所(suo)有(you)的(de)公(gong)關(guan)都(dou)會(hui)有(you)愉(yu)快(kuai)的(de)結(jie)果(guo)。比(bi)如(ru)說(shuo)，你(ni)或(huo)許(xu)會(hui)處(chu)理(li)產(chan)品(pin)回(hui)收(shou)
，訴(su)訟(song)，甚(shen)至(zhi)是(shi)工(gong)作(zuo)中(zhong)員(yuan)工(gong)的(de)傷(shang)亡(wang)。你(ni)要(yao)提(ti)前(qian)做(zuo)好(hao)一(yi)切(qie)可(ke)能(neng)出(chu)錯(cuo)的(de)對(dui)策(ce)。你(ni)不(bu)能(neng)預(yu)測(ce)會(hui)發(fa)生(sheng)什(shen)麼(me)，但(dan)那(na)時(shi)你(ni)可(ke)以(yi)學(xue)習(xi)如(ru)何(he)有(you)效(xiao)的(de)管(guan)理(li)危(wei)機(ji)
，為(wei)將(jiang)來(lai)做(zuo)好(hao)萬(wan)全(quan)的(de)準(zhun)備(bei)。