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Public relations has become one of the fastest growing service sectors in the UK and increasing numbers of firms are adopting it as their primary promotional tool.

Despite its growth in recent years, some companies have yet to commit to long term PR activity.

Specialist security PR consultants Nude PR believe that lack of resources is the most common reason for security firms failing to undertake PR activity.

Company director Echo Ilott says: "Some firms simply do not have the resources to employ a full-time press officer or consultancy, but there are a few things that companies can do themselves, with little or no budget. Just carrying out some very basic PR activities can be hugely beneficial to a company, both in the long and short term.

"Public relations, is more than just publicity. It is about open, two-way communication between you and your stakeholders. This in turn serves to raise the profile of your company and foster goodwill and trust between your company and those that matter most to its success. It is something that all firms should consider, whether they do it themselves or employ someone else."

Here are Echo's top tips, a few basic activities that installation companies – and manufacturers – can easily undertake and which are both time and cost efficient

Top Ten Tips

1. News Releases.

If you have any news – shout about it. Staff news, business updates, expansion and new contracts or projects all make for good news pieces. Write a press release and send it to your industry and local media. Ideally, this should be no more than one page, include who, what, when, where, and keep it as concise as possible. Remember, editors receive hundreds of releases every day and if yours is full of unnecessary detail, or it is not clear from the first paragraph what the story is about, it may well end up in the bin. Make it to the point, and if necessary include some background information at the end of the release. Where possible also include a photo and always include your contact details at the foot of page.

2. Media relations.

Building a relationship between your company and the media is mutually beneficial and is key in building your profile within the industry and among your public.

It is important to find out who the editors are of your target media and become familiar with your industry's media. Endeavour to keep them updated on your business news. If you attend any events, make an effort to invite the media to your stand or pop along to the press office for a quick chat. Be sure to appoint a press contact and make the media aware of who they are and their contact details.

3. Trade events.

If you are exhibiting at any of the trade shows, let everyone know. Most trade publications will produce a show preview, so make sure you are included – send a release with details of what you're exhibiting and include your stand number.

Most exhibitions will also produce a show guide. Contact the show organisers to see if you can be included in the guide. Finally, every show will have a press office. Compile a few press kits. These should contain a couple of recent news releases and some background information on your company.

These can be put in the press office for the media to collect.

Make an effort to exhibit at the major shows – many company reps will visit the shows before putting a project out to tender and this offers a great opportunity to promote your services.

If you are not exhibiting, make an effort to attend as many shows as possible; they provide crucial networking opportunities both with the media and your key customers.

4. Launches.

If you launch a new product or service or open new premises, hold an official launch. This doesn't need to be a lavish affair.

Ideally, if you're launching a new service/product, hold it at one of the major trade shows, as you benefit from a captive audience. Alternatively invite the media and your key public to your premises for the launch. There is no point in launching a new product or service if nobody knows about it.

5. Key messages.

Every piece of corporate literature should communicate consistent key messages, and it is these key messages that will underpin all your PR activity. Consider what you want to communicate. What differentiates you from the competition? What is your company ethos?

Consider what you want to communicate ... What differentiates you from the competition?

These messages should be communicated across your website, brochures and press releases, to develop a strong, long term corporate identity and help to clearly position your company within the industry.

You may also wish to develop a mission statement, if you don't already have one. There is no limit to the length, but as a general rule it should be no more than a couple of sentences. This is an ideal way to communicate concisely and powerfully the principles of your company and its goals/objectives. It can also serve as a good motivational tool for your staff.

6. Newsletters.

Remember, PR is not just about publicity, it's about effective communication with your stakeholders. Newsletters are a useful communication tool, and to reduce costs, you may wish to consider an e-newsletter to all your stakeholders. This is extremely cost effective and only needs to be produced on a quarterly or even six-monthly basis, but keeps your public updated on how the company is performing and any interesting news or forthcoming events.

7. Website.

If you do not have a news section on your website, create one. If you do have a news page, ensure it's updated. There is nothing worse than a news page that is two years out of date. Create a corporate page/site if you don't already have one – this is useful for the media, suppliers and potential corporate clients.

The website is probably the first place a potential client will go to seek out information about your company. Make sure the home page has immediate impact and communicates clearly what you do. It should be easy to navigate and information should be readily accessible.

8.CSR (Corporate Social Responsibility).

Part of any PR programme is to try to ensure you demonstrate corporate social responsibility.

Companies are increasingly expected to undertake some form of CSR.

This can take many forms, be it staff investment, supporting local causes or groups, and need not be on a large scale. This is good for your company's reputation, your staff's motivation and of course, the community.

9. Current affairs.

Security, particularly in the present climate, is often the subject of many media articles, both locally and nationally. Use your knowledge and expertise to offer comment to the non-specialist media. National publications are often seeking experts who can advise and comment on a number of security issues.

If there is a topical issue emerging in the media, use the opportunity to contact the press and offer to comment on the issue. Alternatively, if you have the time, write your own related article. Have a chat with the editor and ask if they would be interested in an article on the subject.

Also offer comment to the trade media. For example, offer to comment on the status of the industry or technological developments within the sector.

10.Sponsorship.

This is a great way to raise your company's profile. You may wish to sponsor a local football club, or national or local event. Either way, it can be a cost effective method of publicity. Not only will you benefit from publicity surrounding the sponsorship deal, but you will also gain long term exposure through your involvement. Where possible, choose a cause or organisation that reflects your own corporate ethos or identity. Choose carefully – the wrong choice of event/cause can have the opposite effect, with the potential to attract negative publicity.

Many organisations will offer a range of sponsorship packages to suit different budgets, but remember these are flexible and it's often worth trying to negotiate.

These tips offer an effective means of raising your profile at little or no cost at all.

However, if you do not have the time to undertake any of this activity or require a more comprehensive PR programme, the good news is, increasing numbers of PR consultants are recognising that there is a demand from companies with small budgets. Some offer one-off campaigns or projects, or will develop a PR programme to match even the most restricted of budgets.

Further information about Nude PR on www.nude-pr.com.