One of the biggest challenges for any startup is quickly grabbing the attention of prospects at the lowest possible cost. And that’s where PR is perfect. Because it leverages powerful relationships that journalists have already built up with the people you want to speak to.

Regular readers and listeners trust the writers and broadcasters who entertain them. So when those journalists focus on your new business that’s an implied endorsement. A good PR campaign can get things moving in a new business more quickly. Good PR acts like a lubricant in a marketing engine; it makes all the parts move faster and operate more efficiently.

So how do you get the best value PR campaign? If you have more time than money then do it yourself. Put a press release together or pick up the phone. Journalists are always looking for stories that are relevant to their target audience and are packed with something called ‘Standoutability’.

Run of the mill news bores journalists. If they’ve heard it or seen it before, they won’t risk boring their audience with it. But if the story surrounding your new business makes it different, the media will sit up and listen. As the old saying goes, when a dog bites a man, that’s not news because it happens so often. But if a man bites a dog, that’s news…

If writing isn’t your thing then get some professional help. There are hundreds of PR firms that will give you a little help with the tools of the trade – such as writing a press release for you – or do absolutely everything on your behalf.

With PR you really do get what you pay for. Look to invest a few hundred pounds for an effective press release. Avoid pay on results publicity – it seems like a bargain till you get a massive bill.

PR companies that employ former journalists are typically a safer bet as they are working with inside knowledge. But be aware that there’s no such thing as guaranteed results.

You can judge how good a PR company is by the coverage it has achieved for its other clients. And make sure that your company of choice understands that publicity isn’t at all about “getting the word out there” – it’s about boosting your reputation, credibility, and most importantly of all, generating new leads.