Today’s guest post is from Sandra Nomoto of Conscious PR Inc., in Vancouver, BC. Sandra and I met through eWomenNetwork and she’s a rockstar PR professional! Since I often get questions about PR, I asked Sandra to share a few tips for small business owners. Thanks Sandra!

Despite the almost instantaneous ways in which we can reach people today, potential clients come to us thinking that appearing in a particular newspaper, online magazine or blog, or TV show is a big mystery that requires a quantum physics degree to solve. Not so.

PR has never been easier to learn, and you’re already doing SOME form of PR if you’re in business. Any form of communication you’re doing to inform the public of your products, services, events, or other news is a form of public relations.

With that in mind, here are 4 stress-free things you can do to get media exposure for you or your business.

1. Relationships first. Escape temptation to purchase an expensive and (ultimately) outdated media database. Research the outlets YOU want to get into and the people who are writing or reporting about the topics related to you or your biz, and cultivate relationships with them. You can do this online via social media, or offline if face-to-face over drinks is more your style. It’s called “Media Relations” for a reason.

2. Ditch the news release template. Most media loathe the news release now. When you have news ready to share, send a 3-sentence e-mail pitch introducing yourself, your story, perhaps with a link to a newsroom online (containing the items in #3 below), and with your contact info. That’s all you need.

3. Have video and high-resolution photos ready. Broadcast and online video outlets will want to know you’re a good speaker, this is where a YouTube or Vimeo channel helps, even if it’s just a few lines in a promotional video. Make sure you’ve got headshots of yourself and good high res photos of your location, staff, products, service-in-action, or events that print media can use in their story.

4. Relax. If you’ve gotten to the interview stage and are having the jitters, try and remember that you’re talking to a human being and that you’re just having a conversation. The more natural you sound, the better the interview will be. And time ALWAYS moves faster in the interview dimension.

Need additional help? Learn the tools I’ve used in the last 10+ years to get media coverage for our clients through our Be Your Own PR Star in 90 Days online course. Members of eWomenNetwork, B Corporation, and 1% For the Planet receive a 20% off discount – just contact me at the link below to ask for the promo code.

Sandra Nomoto is the President of Conscious Public Relations Inc., a certified B Corporation and virtual PR agency that helps game-changing companies communicate their stories in traditional or social media.