PR isn’t just for the big guys. Here’s how your small business can rock Public Relations
PR isn’t just for Fortune 500 companies anymore. The online world has given us the chance to have multiple platforms to showcase brands that want to build credibility and a good reputation. Some small business owners wonder “why is this important for me?”, and we get it, PR may seem like just a public image matter that has little impact at a local scale, but the truth is that it’s way more that that… Let’s start with the basics:
What is PR, anyway?
Simply put, Public Relations (PR) is the art of telling your business's story to the world. It's about building relationships with the public, media, and other important groups to create a positive image for your business. PR helps you spread the word about what you do, why you're great at it, and why people should care.
Since it is all about building relationships, there’s a LOT of fuzz around the concept, because it feels like PR it’s just about who you know (which is why so many people think only big companies can engage in it). And yes, large companies may have bigger PR budgets, but small businesses can use creative, targeted PR strategies to make a significant impact in their local communities or niche markets.
Why do small businesses need PR?
First of all, it helps you build brand awareness, meaning people will see your brand more often and start associating it with your products and services (and attributes such as high quality). This leads to another very important benefit: building TRUST. Because let’s face it… We all care about other people’s opinions. And if we know a brand was somehow endorsed by a media outlet we trust, it’s easy to assume that’s because it must be good, right? Even if we don’t know the media outlet that well if that brand was featured there, there’s something about it that caught someone’s attention. In a world full of spam and scams, credibility is the key to let people know there are actual humans with good intentions behind that business.
In turn, you could attract more customers. Whether they didn’t know about your work or they were considering buying, PR can be a great push to increase your brand recognition and highlight the amazing work you do.
PR strategies that won’t break the bank
Now that you know the importance of PR for your small business, how can you do it in a cost- effective way? There are multiple strategies and ways in which you can do it. You can start by yourself, though these are very time-intensive and require a bit of your attention, or you can work with an agency focused on PR for small businesses, like OlaPR. Regardless of your decision, these strategies can help you maximize your reach and success!
Social media engagement
Social media is your secret weapon for PR on a budget… We all own a smartphone so it’s the fastest way to start! Pick one or two platforms where you know customers of products in your industry hang out the most. Maybe it's Instagram for your cute local bakery or LinkedIn for your B2B services. Now, don't just post and ghost – get in there and respond to comments, ask questions, and share behind-the-scenes of your business! The more you engage, the more people will see and remember your brand. And here's a pro tip: use relevant hashtags to expand your reach beyond your current followers. With consistency and a good strategy, you'll be the talk of the (digital) town!
Local community involvement
Getting involved in your local community is a great way to build connections and boost your business's profile. Think about what matters to you and your team - maybe it's education or the environment. Then look for ways to contribute. You could sponsor a little league team, volunteer at a local food bank, or organize a neighborhood clean-up. It doesn't have to be big or expensive; what matters is showing up and being part of the community. Try partnering with other local businesses for events or initiatives. It's a fantastic way to network and create a positive local presence. Strong community ties can lead to loyal customers and positive word-of-mouth. Plus, it just feels good to give back!
Building relationships with media outlets
Building relationships with media outlets can seem daunting, but it's really about being helpful and genuine. Start by following local journalists and media personalities on social media. Engage with their content and become a reliable source of information in your field. When you have news to share, craft a concise, compelling pitch that explains why your audience would care. Keep in mind that it's about what you can offer them, not just what they can do for you. Consistency is key so keep nurturing these relationships, even when you don't have immediate news. If you're finding it challenging to break through or don't have the time to build these relationships yourself, services like OlaPR's Ripple+ can support you. We leverage our existing media connections to secure placements in targeted outlets, handling everything from pitching to publication. Whether you're doing it yourself or getting help, the goal is to become a trusted, go-to source for journalists in your industry.
Blogging and content creation
Blogging and creating content is like having your own TV channel, but way easier (and cheaper). Start by thinking about what your customers are curious about. Are you a local bakery? Share some baking tips or the story behind your grandma's secret recipe. Running a B2B company? Talk about a hot topic that’s relevant to the industry you serve. The key is to be helpful, not salesy. Aim to post consistently, even if it's just once a week to start. Mix it up with blog posts, infographics, or quick phone videos. Don't stress about being perfect; authenticity beats polish any day. And here's a pro tip: repurpose your content across platforms. You can easily turn a blog post into short video series. Before you know it, you'll be building a library of content that shows off your expertise and keeps bringing people back to your website!
Press releases
Don't let the term "press release" intimidate you… It's just a fancy way of saying "Hey world, we've got news!" Whether you're launching a new product, hitting a milestone, or doing something cool in your community, a press release can help spread the word. Keep it simple: start with a catchy headline, then give the who, what, when, where, and why in the first paragraph. Add a quote or two to give it some personality, and wrap it up with your contact info. The trick is to make it newsworthy, so think about why someone outside your business would care. If you're looking to maximize your press release's impact, you can consider using a distribution service. For instance, OlaPR's Wave360 Premium service can blast your news across hundreds of media outlets, giving your story some serious reach (and saving you TONS of time!). No matter which path you choose, a press release is always a great way of getting noticed by a wider audience.
To recap…
PR is essential for small businesses, not just big corporations. It's about telling your business's story, building relationships, and creating a positive image. PR helps increase brand awareness, build trust with your audience, and potentially attract more customers. Even with limited resources, small businesses can leverage PR to make a significant impact in their local communities or niche markets.
Small businesses can implement several cost-effective PR strategies. These include social media engagement, local community involvement, building relationships with media outlets, content creation through blogging, and using press releases. Each of these strategies offers unique benefits, from directly connecting with your audience to showcasing your expertise and spreading news about your business achievements to a wider audience.
If you’re a small business owner looking to leverage PR to shine a light on the amazing world you do but feel overwhelmed by the process, OlaPR is here to support you. Our team of experts understands the unique challenges and opportunities that small businesses face in their PR efforts which is why our services range from editorial media placements, to press release distribution and podcast appearances. Don't let your story go untold – reach out to OlaPR today and let us help you make waves in your industry!