A BUSINESSMAN is using his expertise to try to ensure that similar small-sized enterprises enjoy the same media profile as larger firms.

After spending almost two years building his reputation through personal recommendations, Peter Troy has moved his The Publicist business into offices in The Square in Sedgefield, County Durham, and taken on two staff.

He describes himself as an expert in small business publicity and believes he is in a unique position to offer advice because he spent six years as a chairman of Darlington’s Federation of Small Businesses.

Mr Troy, whose grandfather was the news editor of the Jersey Evening Post during the German occupation in the Second World War, also believes that having grown up around the newspaper industry he understands what journalists want when he contacts them. He said: “I was looking to expand the business because of the success of the previous 18 months.

“We do publicity, we don’t do PR.

We also don’t do press releases because they are a complete waste of time.

“What I am able to do is talk to journalists and provide them with leads and stories at no cost to them.

“We advise clients on the best way to present a story.”

That said, why should businesses choose to use him and not one of the larger firms?

He said: “I have got an understanding of small business, I am a former chairman of the Darlington branch of the Federation of Small Businesses.

“It is my background, so I know that small businesses have specific needs. They are competing against the heavy burden of regulation, competing against large businesses and don’t have the budgets for sustained advertising campaigns, so we understand that.

“What they do have is expertise.

I know that and can bring that out.”

Mr Troy also believes he can offer a more personal service than some of the larger organisations.

He said: “They are not going to be the small fish to the company representing them.

“What we are doing is promoting their expertise. We are converting their unique selling point into a unique press story.”

He has developed a number of ideas including the Fat Minute and radio training.

For the Fat Minute Mr Troy has got together with former Look North journalist Tony Baker to design 90-second films for a company’s website.

He said: “Tony and I got together in the autumn and combined his experience of film making and my expertise in small business.”

His radio training demonstrates how businesses can make the most of the local and community stations popping up around the UK, as well as how to talk in an interview.

Mr Troy said: “We run a particular course for managers to help them develop an awareness and understanding of local radio.

“There has been an explosion of community radio stations and there are now ten operating in the North-East.

“We are basically delivering an awareness of the benefits of businesses and organisations of all sizes talking on community radio.

“It offers wonderful opportunities for business people to talk about their exploits.”

The Publicist can be contacted on 0800-6128-995.