Former Journalist Suggest Tips to Help Small Companies Gain Brand Visibility

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How a company is perceived becomes its reality, says Brian Dobson of

If a company’s story is interesting and compelling it should appeal to editors as focused PR can help a small company grow dramatically

Small firms unable to compete with companies using expensive advertising to build market share can find opportunity to gain news coverage if they present their stories to reporters and producers in a newsworthy way, announced former journalist Brian Dobson of Dobson Communications, online at

A well-focused public relations is a less expensive way than advertising to build credibility and awareness through news coverage, said Dobson, a former news editor and reporter at two of the world’s most powerful news organizations, Dow Jones, publisher of the Wall Street Journal, and Reuters, the global newswire.

How a company is perceived by consumers, customers, employees, suppliers and distributors becomes its reality. "Perception is reality and how your brand is perceived is how you will be defined,” said Dobson.

“One of our clients is a small family business in the natural soap business whose online sales have increased over 500% in a few years. We set news in a family format and have generated heavy news coverage from the Today Show and The Doctors on TV to Bloomberg on radio, Oprah Magazine in print and a variety of internet sites that carry their core product messages to consumers in our aggressive PR program for the firm,” added Dobson, who headed PR at two world class companies before forming his PR company.

"If a company’s story is interesting and compelling it should appeal to editors as focused PR can help a small company grow dramatically," said Dobson.

DobsonPR has promoted many small companies that have hit a chord with the public and received outstanding reaction. “Among major successes was our PR work for the licensors and creators of the Teenage Mutant Ninja Turtles, which we promoted with aggressive PR for a decade. The Turtles achieved record breaking success and have since been purchased by entertainment powerhouse Nickelodeon.”

In public relations and communications through the media, it is vitally important to prepare. "Think of your key messages and keep them to a minimum. Repeat them in interesting ways since repetition helps people gain an understanding of your company,” Dobson advised.

“In communicating with the media, be honest. Do not sell too hard. Crystallize your words into sound bites and do not use a paragraph when a sentence will do. Treat words as precious and tell your story succinctly,” said the brand marketing expert.

Based in Ridgefield, Connecticut, and online at, Dobson Communications managed a variety of brand building PR campaigns in sectors from toys and food to licensing and high tech. For information contact BarbaraGreen (at)

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Barbara Green
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