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The Photographer's Market Guide to Building Your Photography Business, 2nd Edition by Vik Orenstein

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CHAPTER 16:

PUBLIC RELATIONS

Public relations, or PR, is all about community — your city community, your professional community, and your neighborhood or merchant community. By getting your business involved in all of these communities, you get to do some good works, get the story out about your business, network and get face time with potential clients, and weave your history into the history of these various communities.

HIRING A PR FIRM

When you hire a PR firm, you get to take advantage of all of their contacts. And that old cliché — it's not what you know, it's who you know — proves itself true.

IT BOILS DOWN TO RELATIONSHIPS

I can write a press release as good as the best of them. But all my best exposure (local newspapers, speaking engagements ...

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