We all want to know how do we gain or maintain the affections of the one we desire. When it comes to business, we are no different. Attracting and keeping customers and clients is essential to our success. So how can we do that effectively? Use the power of publicity.

Publicity is defined as the attraction of public interest. The trick is to ensure that the publicity is positive. Generating goodwill toward an individual, cause, company or product to enhance prestige is the goal of public relations. Building positive awareness for your business brand or personal brand should be approached as an ongoing responsibility--not a one time task.

Try these strategies to get your awareness program off the ground.

1. Public Speaking. This can be a very effective and usually inexpensive way to garner public awareness. Organizations are always looking for people to speak at meetings, conferences and other events. Contact civic, social and community groups (many will have a person designated to plan programs) and offer to give a presentation to their group. Be sure to select a topic that matches their interests.
   
2. Public Service Announcements (PSA). Draft a short announcement and send it to local radio, television and community-based cable channels. Visit their web sites and look for community announcement guidelines. Some will have the ability to allow you to post the information yourself; and others may give you a contact person or address. These are usually event-driven notices.
3. Information Fairs. Community-based organizations may host events that provide a venue for sharing your information. Health fairs, job fairs, swap meets, and other similar events usually welcome participation. Many charge a small registration fee and may require your booth or information kiosk be staffed during certain hours.
   
4. Open House. Consider holding an open house or reception for an invited honoree. Send invitations, provide light refreshments, and make a presentation or a noteworthy announcement. This can be a low-key and fun opportunity to let people learn about you and your organization.
   
5. Give. Look for an opportunity to support a charity or cause. Make a donation, volunteer as an individual or as a team, offer services on a pro bono basis. Tell the organization that it is ok to add your name and or logo (if appropriate) to their list of donors. They will probably ask you first! It is in their interest to publicly thank those who support their mission.
   
6. Say Thank You. You may want to consider having a promotional item imprinted with your business contact information and logo to give as a token of appreciation. Try to pick something that most people find useful and something that relates well to your business. Even "small ticket" items like breath-mints or sticky notes are ok. Everyone likes to receive a gift.
   
7. Network. Join a business networking group; attend business after hours events hosted by your local Chamber of Commerce; get involved with a local professional association. Don't merely think of them as a chance to expand your contact list. Look at these events as a way to learn and to grow as a person.

About the Expert: Olivia Thomas, CEO & Creative Director of Quicksilver Creative, has been a Christian for 38 years. She believes Jesus when he said, "Feed my sheep." and takes that literally, by supporting Christian outreaches that feed the hungry including Second Harvest, the Mississippi Food Network, and The Gleaners. Olivia has been married to Louis Thomas for more than 25 years and they are the proud parents of two children, Jonathan Drew and Sara Kathleen. Olivia is gifted to provide counsel, practical support and guidance in helping others develop and realize their dreams and achieve their visions. Her company Quicksilver Creative Inc., works successfully with a variety of businesses, but has a special affinity for community-based service organizations. For more info contact othomas@qcreativeinc.com or visit www.qcreativeinc.com.