The best PR strategies for small businesses

  (photo credit: PR)
(photo credit: PR)

According to Global PR Firm Baden Bower, public relations (PR) is a powerful tool that can help small businesses grow and succeed. According to the Content Marketing Institute, 80% of consumers prefer gathering information through articles or reviews than advertisements. They expound that “articles from acclaimed publishers are seen as trustworthy and reliable because they are more critical and objective.”

Every small business needs an effective PR strategy to get its message to the right people and build a strong brand presence. Publicity is a great way to build relationships with potential customers, create meaningful connections with industry influencers, and increase brand recognition, especially for startups. If a disruptor picks one of the top PR firms for start ups, they can quickly jump the chasm from small business to challenger brand,  leveraging their limited resources to make a big impact in their industry. 

Benefits of PR for Small Businesses

For small businesses, PR can be a cost-effective way of promoting their products and services and building an overall positive reputation. It can be used to reach a wide audience and create relationships with existing and potential customers. It can also help increase brand awareness, build trust with customers, and gain media attention.

Types of Publicity for Small Businesses and How to Create an Effective Strategy

There are many ways a small business can use PR to its advantage. These include press releases, press kits, media interviews, and networking events. But first, it is essential to identify the type of PR strategy most beneficial for a particular business model.

PR is about creating content and managing communications – in whatever form it is. Other types of publicity also include earned media, such as press releases, media coverage, and interviews; owned media, such as blogs, newsletters, and social media; and paid media, such as advertisements, sponsorships, and influencer marketing.

How to Create an Effective PR Strategy for Small Businesses

There are many types of publicities that startups can explore. Here are some guide questions for creating an effective PR strategy that can help in narrowing down the choices:

  1. Identifying your target audience: who should you be reaching?
  2. Establishing a budget: what can you afford?
  3. Creating a unique voice: how can you stand out?
  4. Utilizing free advertising platforms: what are the most effective channels?
  5. Leveraging offline strategies: what other tactics can help?
  6. Crafting compelling content: what will resonate with your audience?
  7. Analyzing your results: how can you measure success?

Considering budget limitations, knowing how to make the most out of your PR strategy is also important. Here are some insights to keep in mind:

  1. Maximizing your reach: what tactics can you use to spread your message?
  2. Developing relationships: how can you foster connections with the media?
  3. Focusing on quality: what are the benefits of high-quality content?
  4. Leveraging social media: how can you reach your audience quickly?
  5. Using controversy: how can you capitalize on current events?
  6. Creating a buzz: how can you generate excitement? 
  7. Maintaining momentum: how can you keep people coming back for more?

Final thoughts:

As a business owner, you should only focus on improving the business model and turning the business into something much bigger. Although publicity is undoubtedly crucial to its success, creating effective PR strategies for small businesses should not be an owner’s concern. Instead, it should be left under the professional expertise of well-established PR firms like Baden Bower.

It’s true that PR firms can be expensive, but the benefits of having one often outweigh the costs. PR firms can help small businesses get noticed by the media and shape their public image in a positive way. The reality is that with a PR firm, small businesses may be able to reach potential customers, investors, and other vital stakeholders. So, while it may be a risk to invest in a PR firm, it’s a risk worth taking. As they say, advertising is saying that you’re good – PR is getting someone else to say you’re good.

This article was written in cooperation with Baden Bower