I guess PR and getting noticed are on my mind - because no one can become a customer, client, partner or supplier unless they know about you!  At DoBox we were fantastically fortunate to work with a great PR firm, SpringBoardPR (see the case study of our experience).  We worked with a firm on the east coast, because at the time (think mid-dotcom bubble!), "high tech" PR firms on the west coast were charging outrageous sums of money (about $10k/month retainer), and putting junior people on the job.  And that was IF you could get them to call you back. 

I didn't bother, and was fortunate to find SpringBoardPR - they offered a reasonable retainer and attention from the firm owner (Dom Cilea), as well as his team.  When we did a big rollout at CES, they were all there, willing do whatever we needed to make as big a splash as possible.  And it was successful.  With Springboard's help, we became the "thought leaders" in the broadband parental control space (our niche).  We were in every analyst report, we were invited to speak at all the key conferences, and we were "just a little firm in Utah".  I still know many of the analysts in the "digital home" space and they're always glad to see me and want to know what I'm up to (and it's been 4 years) - now THAT's getting attention!

So, below are some of my tips for making PR pay off for you.  

• Be sure you know what you want to accomplish with a PR strategy (but don't be afraid to ask the PR team what they think that can help you accomplish)
• At the end of the day, you need to be a customer-funded business - but what are the steps that can be taken in the media to help you get there?  
• Do you need to be a "thought leader"  Viewed as a "market leader" (assuming you are)?  Get attention for a groundbreaking new product or just increase visibility?
• -Remember that the media doesn't care about YOU, they care about THEIR problems.  So, if you can provide a solution to them, they'll help you by providing coverage.  What do they need?  Stories - interesting stuff that people want to read about, that is new and different, in a word "NEWS"

• Pay for PR!
• Pay for Performance
• Unless you're already a PRO, you really don't have the expertise, connections and time to make this a DIY project!
  
• Be cautious about Retainers (I think of them in "people equivalents") - but with a good firm, a retainer won't break your bank and you'll get a constant supply of the work that you need to become a thought leader in your marketplace, plus strategic help (which you need, I promise)
• Make sure senior people are doing the WORK not just pitching the client in your account - but there will be a team of all levels of experience.  The good news about a smaller firm is that there is less overhead to pay for.
• Make sure they can help you develop a PR strategy, not just an "announcement" strategy.  When we were still in development (and therefore had little to "announce"),  the Springboard team put together a strategic PR campaign - they illustrated the key messages of our company and released them, just to stay "out there".  Very cool.  Look for cool and creative that fits your needs.

• Have a conference and seminar strategy
• Always propose a topic/speech
• Buying booth space sometimes helps, especially after you've been invited to speak "gratis" once.  Remember, they're in business too!
• Be a repeat client/partner that conference organizers can depend on
• Be interesting and have something to contribute to the state of the industry - you need to have "your message" but it needs to fit in the context of the track or panel that you're part of.
• Be a good public speaker - sounds lame but it's true. 
  

• Press - know your targets and feed them story ideas
• Make sure your agency is on the list of reporters looking for leads
• Work with your local business press to get coverage
• Sometimes Biz Magazines and often trade publications are more interested than news outlets
• Have an interesting store to tell!
• Get some good practice telling your story in a press-ready way- be ready for radio/podcast, print/online, and TV/video
• If you've never had media training - get some!  Your PR firm should be able to help and you should be willing to listen to their coaching.  People who are "good guests" get invited back and get talked about!