A challenge for any business, particularly new startups, is generating awareness and positive news coverage for the company. Advertising dollars are often limited, and entrepreneurs might lack the experience with traditional public relations.

With that understanding, there are a number of tactics for startups to consider, most of which are relatively simple and inexpensive, if not free. Here are just a few for consideration:

1. Web site – As much as anything else, a company needs an online presence to promote itself. While top-of-the-line Web sites can run into 6 figures, modest, yet still effective sites can be developed at reasonable rates. Ask for referrals on freelancers, who often charge less because of limited overhead. Also, check with a local high school class, which might take the job at no cost as a class or group project. Bottom line – even if you just have a one-page site with basic product and contact information, it gets you in the game.

1. News release – Writing a news release is a means to communicate information to your target audience via the media. You don’t need a journalism degree to write a news release. Most important is to clearly state your news and describe why it is important to the readers or viewers. There are multitudes of Web sites devoted to teaching the proper techniques of writing a news release.

1. Networking – Take advantage of every opportunity to meet with colleagues related to your business or professional industry. Our (free) quarterly Tech Connect event is a perfect place for entrepreneurs to make new, valuable contacts. Also consider joining your local chamber of commerce or rotary. While there might be a nominal membership fee, it will pay for itself quickly, assuming you take advantage of the resource.

1. Other – If you have a few dollars for advertising, consider some low-cost avenues which might potentially reach your target audience, such as church bulletins, chamber newsletters, and neighborhood association newsletters. In addition, bulletin boards at public places such as gymnasiums, senior centers and university campuses offer opportunities to promote your business.

Whatever strategies you take, always remember your target audience. Who do you most wish to reach to promote your product? What message will be most effective for that audience? Which mediums will best reach that audience?

The RGP and its technology programs, Launch and Rocket Ventures, will readily provide input, suggestions and advice to help your business take the right steps in attracting positive publicity.

John Gibney

Turn on the local TV news, open the local newspaper, tune in to local talk radio and the stories you will find are all the same.  Factories closing, business moving away, rising unemployment, more layoffs on the way . . . all the doom and gloom they can sell to keep their ratings.  Well, I know at least one customer who is not buying – me!

Not only am I fortunate to have a job, but I have a job that takes me all across Northwest Ohio, meeting with entrepreneurs and small businesses that are telling a completely different story.  Nearly every day, I meet people with bright, new ideas who are excited by and optimistic about the opportunities they have before them.

Throughout the region, hundreds – maybe thousands – of enthusiastic entrepreneurs are inventing new technologies, developing new products, and establishing new businesses.  Highly conductive copper, next generation wireless networking, innovative medical devices, energy harvesting nano-ceramics, alternative and renewable energy generation, photovoltaics, - even hybrid aircraft -  are just a few of the innovative technologies currently being developed here in our region.

Innovation, entrepreneurship, and access to capital through programs like Ohio’s Third Frontier Program is enabling new small companies to leverage the strong manufacturing infrastructure and skilled workforce in Northwest Ohio that will become the foundation of tomorrow’s economy.  So join me in turning off and tuning out the local media and get out and see for yourself that there are some good things going on in the region.