Jennefer Witter - The little book of big PR: 100+ quick tips to get your small business noticed

Advance Praise for The Little Book of Big PR

Jennefer Witter has walked the walk and talked the talk in the world of PR. Anyone who wants to understand that world better would be well advised to pay attention.

Julian Epstein, Former Democratic Chief Counsel In-House during the Clinton Impeachment

Jennefers guidance has proven key in helping Luckett & Farley to, as she so often says, gain our unfair share in an ber-competitive market. As the founder and CEO of The Boreland Group, Jennefer has been instrumental in providing easy-to-implement tips and strategies to help guide entrepreneurs at any stage to greater levels of success. The Little Book of Big PR is required reading for anybody interested in gaining their unfair share, too!

Edward Jerdonek, President & CEO, Luckett & Farley Architects, Engineers and Interior Designers

I have worked with Jennefer since 2006. She knows her stuff when it comes to working with the press. Entrepreneurs would be smart to heed her advice on working with the media.

Farnoosh Torabi, author of When She Makes More; and contributing editor for Money Magazine

Heed the solid advice from the consummate PR professional, Jennefer Witter. Her knowledge about PR translates into the results you want. Shes helped me and she can certainly help you with this information.

Barbara Weltman, President of Big Ideas for Small Business, Inc.

THE LITTLE BOOK
OF BIG PR

100+ Quick Tips to Get Your
Small Business Noticed

JENNEFER WITTER

AMERICAN MANAGEMENT ASSOCIATION
New York * Atlanta * Brussels * Chicago * Mexico City
San Francisco * Shanghai * Tokyo * Toronto * Washington, D.C.

Bulk discounts available. For details visit: www.amacombooks.org/go/specialsales. Or contact special sales: Phone: 800-250-5308 Email: specialsls@amanet.org View all the AMACOM titles at: www.amacombooks.org American Management Association: www.amanet.org

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Library of Congress Cataloging-in-Publication Data

Witter, Jennefer.

The little book of big PR: 100+ quick tips to get your small business noticed / Jennefer Witter.

pages cm

Includes bibliographical references and index.

ISBN 978-0-8144-3621-9 (pbk.) ISBN-10: 0-8144-3621-8 (pbk.) ISBN 978-0-81443437-6 (ebook) ISBN-10: 0-8144-3437-1 (ebook) 1. Small businessPublic relations. 2. Public relations. I. Title.

HD59.W554 2015

659.2dc23

2014023984

2015 Jennefer Witter.

All rights reserved.

Printed in the United States of America.

This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.

The scanning, uploading, or distribution of this book via the Internet or any other means without the express permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic editions of this work and do not participate in or encourage piracy of copyrighted materials, electronically or otherwise. Your support of the authors rights is appreciated.

About AMA

American Management Association (www.amanet.org) is a world leader in talent development, advancing the skills of individuals to drive business success. Our mission is to support the goals of individuals and organizations through a complete range of products and services, including classroom and virtual seminars, webcasts, webinars, podcasts, conferences, corporate and government solutions, business books, and research. AMAs approach to improving performance combines experiential learninglearning through doingwith opportunities for ongoing professional growth at every step of ones career journey.

Printing number

10 9 8 7 6 5 4 3 2 1

To my beloved mother, Freida Boreland, for
whom I named my company and who willingly
and greatly sacrificed so that I would succeed.

It was an easy yes when Jennefer asked me if I would consider doing this Foreword. She and I first met through 85 Broads, the global networking organization I founded back in 1997 with the mission of connecting high-achieving professional women with one another. When she mentioned to me that she was writing a book filled with tips to help entrepreneurs use public relations to build their small businesses, I was immediately on board. And I was also excited for Jennefer and for those of you who are about to read her book.

Let me start by saying that I know this is a good book. How? By knowing Jennefer and seeing the proof points of what this type of action can bring about. Jennefer has led her successful public relations agency, The Boreland Group, for more than eleven years now. She launched her business as the country was emerging from the shock of 9/11 and the resulting recession and, through her leadership, it continued to thrive through the Great Recession. That says something. And she knows more than just PRshe knows how to run a successful business and not just her own!

Her work has assisted The Boreland Groups clients and helped them get through historically difficult economic times, allowing them to use public relations not just to maintain their businesses, but to grow them as well. Youll see that for yourself, as Jennefer, in addition to providing tips, sprinkles in case histories that illustrate how these tactics have been effectively used in real-world business scenarios.

Jennefers actionable nuts-and-bolts tips are written from the perspective of one small business owner guiding another. They can be immediately implemented into your business model, whether you are a start-up business or an established one. And you will see a difference once you do. The current business environment, while improving, is still challenging; entrepreneurs need every tool they can get their hands on to move ahead. So, take what this book says to heart and start getting, as Jennefer always says, your unfair share of business-building attention.

It takes a village to write a book. And my village is populated by many exceptional people. I cant thank them enough for all of their assistance and support. But Ill try:

To the wonderful public relations consultants with whom I work: Elise Blake, Sandy Shen Rice, and Cheryl Sloofman. They are simply the best in the industry.

To all of those who graciously gave their consent and time for the case histories: David Ashen, Tracy Benson, Joan Axelrod, Marc Spector, Scott Spector, and Jacky Teplitzky.

To Janet Hanson for writing a Foreword that far exceeded my expectations.

To Julian Epstein, Ed Jerdonek, Farnoosh Torabi, and Barbara Weltman for providing me with testimonials that were and are truly, deeply appreciated.

To Nathalie Casthely for her great advice and input.

To Ellen Kadin and AMACOM for giving me this opportunity.

To all of The Boreland Group clients. I am fortunate to represent you.