12STRATEGIES
EFFECTIVEFORPUBLIC RELATIONS
SMALL BUSINESSES
12 Effective Public Relations Strategies for Small Businesses
Are you missing out on valuable opportunities because your small business can’t
afford a fancy PR firm? Organizations of any size can benefit from public relations,
and there are many techniques that you can use on your own.
In fact, you probably engage in PR as you go about your customer service and other
daily tasks. Becoming more intentional could make you more successful in
communicating strategically, building a positive reputation, and increasing your
sales.
While PR requires time and effort, the payoff is big because it’s usually less expensive
than paid advertising and regarded more favorably. See what it can do for your
business.
General Principles for Public Relations for Small Businesses
Public relations is how you shape your image and build relationships between your
business and the public. That usually includes customers, employers, and investors,
as well as other audiences that matter to you.
Keep these relationship-building strategies in mind:
1. Tell your story. Put a friendly human face on your business. Demonstrate what
makes you special and unique. Forge an emotional connection by being sincere
and authentic. Ask your loyal customers what they love about you. Your
message will sound even more persuasive coming from them.
2. Stay informed. Keep up with what’s going on in your field. Network with others,
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attend conferences, and read industry publications and local news.
3. Be helpful. PR is more successful when you concentrate on what you can do
for others. Try to give customers and reporters what they need instead of
thinking only about promoting your own interests.
4. Do your homework. Journalists and social media influencers receive mountains
of pitches and requests. Show them that you respect their time. Research will
help you to identify their needs and customize your approach.
5. Follow through. Lasting relationships depend on trust. Be prepared to deliver
what you promise and ensure that you have data to support your claims.
6. Spot trends. You can learn from PR experts even if you don’t have the budget to
hire them. Pay attention to what other businesses are doing and adapt some of
their initiatives to reach your own goals.
Specific Strategies for Public Relations for Small Businesses
You have plenty of options, so find the mix that works for your business. You may get
your greatest return from traditional media, digital platforms, or live interactions.
Try these techniques:
1. Take advantage of media coverage. Greater visibility is one of the rewards of
PR, especially if you receive favorable treatment from respected sources.
Pitch your story and do interviews. If you’re skillful and persistent, reporters
may start calling you.
2. Share your expertise. Put your knowledge and experience to work. In addition
to providing content for news stories, you can publish your own materials, book
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speaking engagements, and participate in online forums.
3. Monitor your mentions. Keep track of what others are saying about you. Sign
up for Google Alerts or other notification services. Respond promptly to
criticism and thank others for their feedback.
4. Give back. Support your local community and worthy causes. Donate money
and encourage your employees to volunteer. Sponsor a fun run or clean up a
beach for Earth Day.
5. Create resources. Develop an accessible archive of high-quality content. That
way, you’ll be prepared to make a positive impression when potential
customers are searching for information or reporters need quick answers while
you’re on vacation.
6. Consider outsourcing. While there are many things you can handle yourself,
you may want to explore professional PR services too. The investment could be
worthwhile if you’re trying to manage a crisis or launch a major new campaign.
You can communicate effectively and build mutually supportive relationships with
a DIY approach to public relations. Strategic outreach will help your small business
to stand out and succeed.
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