According to the Institute of Public Relations (UK), public relations is about reputation - the result of what you do what you say and what others say about you. In this section, we will look at publicity, which is one of the tools of PR.

To generate good publicity for your business can be done through a number of mechanisms. The most popular and most suitable one for a small business is through press releases.

Press Release
A press release is a one-page document, which gives a brief outline of the facts behind a story, with a contact name and number being provided for more information. It is usual to support the press release with a photograph or video to encourage the media to take up the story. Create a story for your business that the media may find of interest.

How to write a press release
Start by writing 'News Release' and include your contact address, business logo and release date. Follow this with the subject title; make this a strong headline, for example 'Leicester's First Curry House Online'. Leave a few lines before you write the content.

Begin by stating who you are, where you are based, why you are doing what you are doing and when you will do it. End your release by including an editor's note that gives basic facts such as the company's background. Insert the word 'Ends' so that the reader knows where the release finishes. Conclude by giving a contact name and details for further information.

Generating publicity for your web site will not only give you free advertising, but add credibility to your business.