Good public relations can make a business - eBay's founders boasted that they spent no money on advertising apart from PR for two years. Top notch PR can attract capital, partners and employees, as well as potential customers. Sadly, few small businesses project themselves as well as their larger counterparts, but with a well planned PR strategy they could do just that. The Buzz Factor addresses the sticky issue of making PR relevant to individual businesses. This practical workbook takes the reader through every stage of devising a PR campaign. Using exercises and tools it will help a business analyse its current reputation and then devise a strategy to communicate complex messages, differentiate themselves from the competition and position themselves as an authoritative voice within their sector. PR campaigns have the ability to reach into untapped markets and enable small business to build a brand for themselves and their products. This essential workbook will enable anyone to create a 'BUZZ' about their business.