1.) Encourage your employees to blog. This creates an instant presence on the Internet, and humanizes your company. It gives prospects a chance to “window shop” your company before they contact you.
2.) Encourage your employees to participate in user groups and professional societies. This will give your company a reputation for thought leadership. It will also put your employees in a position to influence the seminars, conferences, and trade shows for your industry.
3.) Encourage your customers to present at your industry’s trades shows, seminars, and conferences. Who do you think is more persuasive, you explaining your product or service, or your customer explaining how your product or service solved their problem?
4.) Solicit the opportunity to present to local user groups or professional societies. Conferences and seminars are great, but often attendees find the whole experience exhausting, and all the presentations blur together. Presenting to a local chapter lets you have the stage to yourself. Most of these organizations are run by volunteers and are always looking for speakers. Just make sure that your presentation is educational and relevant, nobody wants to sit through your sales pitch.
5.) Nominate your customer for “Best of” awards. Most trade magazines have annual “Best of” features. Resist the temptation to nominate yourself, nominate your customer instead. It will cement your relationship with that customer and create a halo effect for your product and/or service.
See my article Do-It-Yourself Public Relations for Technology Companies for more ideas.