BLOG

The PR Club

PR made easy: How public relations can help small businesses stand out

How public relations can help small businesses stand out

July 30, 20234 min read

“A good PR story is infinitely more effective than a front-page ad.” - Richard Branson

In today's competitive market, it can be a daunting task for a small businesses owner or entrepreneur to make themselves heard.  Let me tell you, it can be hard for big business too! 

With limited budgets and resources, it's essential for small businesses to find cost-effective ways to stand out and gain visibility. This is where public relations (PR) comes into play. PR is a powerful tool to help you get noticed and build your brand. 

In this blog, I’ll give you some easy-to-use tips on how public relations can help you stand out. 

Let’s go going.

1. Craft an engaging story

I know that every small business -including yours - has a unique story to tell. Whether it's about what inspired you to start, the values you stand for, or the problem your business aims to solve, storytelling will captivate your audience and make your business memorable.

When crafting your story, think about what makes you and your business stand out from the competition.  Write out your unique selling pointes.  Emphasise the human element and connect with your audience on an emotional level. 

2. Build relationships with journalists

Everyone equates PR to press releases and yes, that’s one very important aspect of PR. 

Developing relationships with journalists can greatly increase your chances of getting media coverage. Research journalists who cover your industry or niche and reach out to them with story ideas that align with their interests.  You can use LinkedIn to connect, or their contact details may be on the media outlet website.  

If you aren’t sure what journalists are aligned with your business, then buy the newspapers or magazines you want to be featured in and see who is writing about what.  

Building a rapport with journalists will lead to valuable media mentions and features for you and your business.

3. Leverage local media

Local media outlets are always on the lookout for interesting stories and content that are relevant to the local community. Reach out to your local newspapers, TV stations, and radio shows with your story or pitch.  Can you offer them an angle that highlights the local impact of your business? I guarantee they will love it. Remember to write concise and compelling press releases to make it easy for journalists to understand your story. 

4. Engage with influencers

Influencer marketing is very popular, and you don’t have to work with influencers with millions of followers (hello Mrs Hinch and Stacey Solomon – two of my absolute favourites!). Micro influencers who have a follower count of 10,000 – 100,000 can be a much more affordable option and often build genuine connections with their followers.

Find some influencers in your industry or niche who have a genuine interest in what your business offers. Engage with them on social media, share their content, and build a relationship. When the time is right, reach out to them and propose a collaboration that benefits both of you, and you will have a great opportunity to get your brand in front of their loyal audience.

5. Utilise social media

Social media platforms offer great opportunities for small businesses to connect with their audience and generate buzz. When I started in PR, I used to fax press releases so to be able to engage directly with your customers is just brilliant.

You don’t need to be on every social platform.  Create and maintain active profiles on those that are most relevant to your target audience. Share interesting content, engage with followers, and respond to comments. Consistency is key to building a strong social media presence, so work out what you can commit to e.g. 3 times per week, then go for it!

Let's recap.

Public relations can be a game-changer for small businesses looking to stand out in a crowded marketplace. By crafting an engaging story, building relationships with journalists, leveraging local media, engaging with influencers, and utilising social media, I know that your businesses can create a strong brand presence and gain the attention it deserves.

Let me know how you get on!  

---- 

It’s never too early to do PR for your business.  Hello! I’m Sara, founder of The PR Club to give you the skills and tools you need to transform your business using PR Power.

 Want to learn how to write a press release? Then look no further than my low-cost training course PR Made easy: how to write a press release available now at https://theprclub.co.uk/howtowriteapressrelease

blog author image

Sara McCracken FCIPR MBA

Sara McCracken FCIPR MBA is an award-winning PR and communications specialist with more than 20 years’ experience. From writing press releases, pitching stories and securing media coverage, to preparing spokespeople for media interviews and political committee appearances, Sara encourages a storytelling approach to ensure key messages are heard.

Back to Blog

FREE DOWNLOAD

101 things you need to know about PR

Ever wondered what is PR? How do I engage with the media? What's the point of a press release? How do I prepare for an interview? What about digital and social media? How do I manage my reputation?

I have you covered in my free download - 101 things you need to know about PR. Are you ready? Let's go!