If you want to obtain new customers, and keep them, you can use public relations to your advantage in three ways:

First, build credibility. By having your business mentioned in a major media venue, you obtain third-party credibility you simply cannot purchase via advertising methods.

And a well-placed media mention can help you build awareness in front of your target market. Plus, you can also use this press clipping in your marketing efforts.

Second, promote your successes. If your customers have an impressive “before and after story” from using your products and services, be sure to get permission and tell the media their stories.

Not only do reporters love to hear exclusive stories about real people with real results, but this kind of publicity also helps your customers get some media attention for their own marketing activities. It’s a win-win situation.

Third, write about your customers. If you are preparing an original article to post on your site and share with the media, consider including a quote from a potential customer, sponsor or investor.

This allows you to develop a relationship and enhance the possibility of working together on future projects. Plus, it will give potential clients some free publicity for their businesses.

And if you decide to take this approach, be sure that your article offers important information and expertise without being a sales piece. You’ll get a lot more coverage and media respect for you and your customers if you provide valuable content editors can use and share with their audiences.

These are just three quick tips, but by using public relations activities like these, you can build awareness for your business, increase credibility and build relationships with customers without spending a lot of money.