Small-Budget PR Campaigns With Big Impacts

By: Sheri L. Singer

A small budget doesn't necessarily equal small results. Learn how two organizations spent $20,000 or less on strategic public relations campaigns that generated hundreds of thousands of media impressions. Plus, tips on how your association can get started.

In the winter of 2013, when the Snow & Ice Management Association (SIMA) wanted to increase visibility among its targeted audiences—those who hire professionals to remove snow at hospitals, shopping centers, schools, offices, and other commercial entities—it launched its first public relations campaign. ...