I have become obsessed with gaining PR for my creative business, mostly because it seems elusive and elitist; a spotlight reserved only for the uber-successful. Public relation experts charge outrageous fees for helping you spread the word about your creative business. However, with a little research + the right introductions +  a pinch of patience, it is possible to get your work out into the world without shelling out the big bucks!

How to Gain Free PR for Your Business | Create Hype

The point is not to tell the whole world about your product, but rather a whole lot of the right people. Start by identifying the ideal customer for your business. You want to be sure you’re sending your marketing message out on the right channels to exactly the people who want to hear it. Once you’ve identified your ideal customer, ask yourself: Who are they reading? What’s their style? Who do they follow on Pinterest?

The better you get to know your customers, the better your chances are of connecting with them. Next …

Actively seek out new business all the time. How do PR agents spread the word about your business? They simply know people. They introduce themselves to everybody and form relationships. I know it’s old-school, but maybe you’ve heard of it?  It’s called “networking,” and most online sellers and industry leaders are doing a lot of it.

Think “two degrees of separation.”  For example, maybe you’ve learned that your customers love to read Better Homes and Gardens. Unfortunately, a magazine with a large audience can be hard to tackle on your first PR pitch.

Instead, think in terms of two degrees of separation from that large publication to come up with a handful of home and style bloggers that BH&G has featured or invited to guest pin on Pinterest.

Next, pitch a giveaway, seasonal story, or a tutorial to those home and style bloggers. Once you get to know the blog, you can probably think of many ideas that would work for their audience, which is wonderful because bloggers need new stories every day!

Start writing your own blog and newsletter. This is the starting point to position yourself as the expert in your niche (whether it be crocheting, painting, jewelry designing, or candle stick-making).

Creatives, in general, are too used to imagining themselves in this huge collective of other creative people. We often think to ourselves, “Why should I make my product when so-and-so already has it covered?” -Or- “Anybody could make this. Why am I trying to do it for them?”

Let me bust this myth once and for all. The world is waiting for your unique spin on the talent many may have, but none will deliver quite like you.

And not everybody can do it! Most people label themselves as “not creative” (and consequently believe their non-creative affirmations). They’re looking to you to fill the void. Show off your work and share your talent in a blog. Send newsletters and special offers to all of your readers  to build an audience of raving fans and happy customers.

Challenge yourself to make 20 new creative connections this year. Make a list of people you want to support, collaborate with, be mentored by, interview, or introduce yourself to. You’ll be amazed by what your creative connections will inspire!

[Image credit: Crafty Wool Felt on Etsy!]