Why should your small or home-based business worry about getting media coverage? Is it really worth all the time and hassle?

According to most entrepreneurs and small business owners who have done it, the answer is a resounding yes! Even the Wall Street Journal recently described how important PR is to the small business owner.

As described in the story, many companies turn to PR after they have unsuccessfully spent money on advertising campaigns that produced little or no results.

Why PR? According to the Journal, "People are skeptical of advertising," says Lena Fiore, head of a company that doesn't use advertising. By itself, she says, one successful media placement brought half a million sales. "I don't know what it is about newspapers," says Ms. Fiore. "When people read about something, maybe it's more real to them. They seem to believe it whether it's true or not."

In addition, more and more companies are able to tie sales directly to media mentions. For example, one company featured placed a "how did you hear about us?" box on their website ordering page and was able to draw a straight line from PR results to their sales figures. A mention in a newspaper, news show or web page can bring in huge results for a company.

Here are some ways publicity can benefit you and your company:

The most cost-effective promotions for your business. It may cost a bit of time for the preparation of press materials and for getting to know the appropriate contact persons. But once you get the coverage, you'll easily see it didn't cost you anywhere near the big bucks that the same number of column inches in the newspaper or the same amount of airtime on the TV news would have cost if you'd paid for it as advertising!

You get more audience attention with editorial coverage. Paid ads can be glossed over, skipped or even totally ignored. But if your business is the focus of an article, or gets mentioned favorably in a feature TV segment, you are able to capture the attention of the readers and engage them in your news story.

It is more credible. It is a fact: news is more believable than advertising. While belief in advertising is understandably tainted and biased, people have more faith in what they read in newspapers or magazines and in what they hear from radio or TV commentators. For the audience, a third-party comment implies objectivity.

It not only builds your visibility and reputation, but also boosts your bottom-line. Media coverage can be effectively used as a sales tool for potential customers. Remember how you found your new favorite restaurant? From a restaurant review? Positive media coverage translates into more customers and increased sales.

It is DIY-able. Entrepreneurs can be their own publicist for their own business. With Be Heard Solutions, you can learn everything there is to know about the various forms of media and how to get your business noticed by them. This is ideal for startup business with tight budget.