We realize that putting together a business plan is hard work. So here’s some free advice that may make implementing the plan a little easier…build PR in from very beginning.

If your concept is really good, publicize it. If you have assembled the greatest management team ever, promote it. If your products really are terrific, sell them.

PR can do all three…at the same time…and for not much money (at least compared to advertising!).

Here are the Top 5 Things you need to bake into your business plan.

1.  Make your website a billboard for your ideas. The worst thing you can do with your website is a) to make it boring and b) to keep it that way. So understand that your web designer is probably not all that interested in what the words say as long as the site looks terrific! That’s not enough. Remember, your website may be your first and last chance to talk to targets. Use the space well.

2.  Create an organic search profile. You’re a new company. No one’s ever heard of you. We can’t allow that to keep happening. Answer: Organic search through press releases (distributed by paid newswires), original web content replenished on a regular basis and bylined articles in relevant industry trade publications. And once you find what works, keep on doing it!

3.  Leverage the traditional media. You may not be ready for Page 1 of the Wall Street Journal, but don’t forget to reach out to local media (always on the lookout for good stories with their Zip Codes) and trade publications. Google likes local and trade media coverage just as much as it does high visibility coverage.

4. Find something interesting to say. You can call it “thought leadership” if you want. But just do it. Steps 1 through 4 all rely, in one way or the other, on your industry expertise and market viewpoints as much as your innate brilliance. Find ways to create content that leverages what you know about your industry, your customers and your products. And then express yourself through your website, media outreach, press releases, blogs, social media, etc.

Just think of it as free advertising, folks.

Coming soon: 5 Good Reasons to ramp up your speaking program!