You don’t have to be a public relations professional or hire an outside consultant, either. Successful public relations efforts use imagination, persistence and some basic communications tools. Many times, the cost involved in doing public relations is nothing more than the cost of your time.

One fundamental of public relations is to get credible third-party sources, usually the news media, to speak about the strides you are making to be a quality product or service provider, business leader and community supporter. Having a well-respected source, with no interest in your profit, attest to your efforts is very powerful.

How do you build these sources? Identify the key reporters and the types of media outlets that would be interested in your story. For example, if you own a computer parts company, find out who the technology reporter at your daily newspaper is or what the different computer publications are in your area. Build a personal relationship with the reporters who influence your target market.

Some other common practices that public relations professionals use are probably things you already do in your business activities. By refining your activities and incorporating a few new ones, the road to increasing your sales and expanding your business could be short.

These 10 public relations tools will help you achieve your goals. Some of them are designed for use with news media, others are specific to your customers and the remaining help promote your business to the community. The most important thing to remember when using any of these tools is to share information that is newsworthy and not pure self-promotion.

1. Company backgrounder:
Create a document that gives your company’s history. Include in an outline format any interesting details that set your business apart from the rest. A company backgrounder can be given to the news media when they need basic background information about your business or in a proposal to potential clients.

2. Calendar listing:
Submit special event dates to newspapers to be listed in their community calendars. A grand opening of a new branch or your business’ anniversary are appropriate for calendars. Remember that you are submitting news items, not trying to get free advertising.

3. Photo captions:
Keep a camera at your business to take photos of special events, celebrity clients or business operations. Send them to the newspaper with a short caption, including the names of those pictured, your business name and what you are doing in the photo

4. Newsletter:
Write a short newsy letter that summarizes your business activity as well as community involvement. It can be written once a year or as often as you feel you have news to share. Make it very personal and light. Distribute it to your clients, contacts and friends. Keep copies at your place of business for customers to take with them.

5. Personal contact:
Send your clients birthday cards, congratulatory gift baskets or stamp customer receipts with a "Thank You" to establish a personal connection with them. Show them that you value their business by going the extra mile.

6. Join professional organizations and clubs:
By joining professional organizations, clubs or community groups, you are showing your customers and colleagues that you are one of them and that you are interested in bettering your community. List your memberships in your newsletter to let people know about your involvement.

7. Participate in community activities:
Participating in fun runs and telethons, or attending fund-raiser dinners are great ways to demonstrate that your business is concerned with the welfare of the community and that you are a valuable member.

8. Speaking engagements:
Share your expertise with the community. Consider speaking at schools, Rotary clubs or anywhere else you can interact with members of the community.

9. Sponsorships:
Sponsorships are an excellent way to give back to the community. They can be as modest as purchasing baseball caps for the neighborhood little league team or as generous as creating a college scholarship in your business’ name.

10. Create awareness:
By giving your business card to new contacts and speaking about the services or products your business provides, you are marketing your business at no cost. Keep it light, but don’t be afraid to chat about what you do.