As you work to grow your small business, be sure not to overlook the role that public relations (PR) can play in improving your company’s profitability. Public relations campaigns can help build and maintain a favorable public image for your company or organization. PR tactics can range from press releases to social media messages to special events that shape public opinion of your business and increase brand awareness.
Public relations offers you an effective way to reach your target audience and increase customer loyalty. However, your business should first create a strategic PR plan and invest the proper resources toward promoting those efforts. Otherwise, your brand will not stand out in a crowded marketplace.
Here are five public relations tips for small business owners:
1. Narrow down your ‘why.’
“Before you even begin your public relations efforts, you must identify the ‘why’ behind your brand. Ask yourself, “What’s my brand’s story?”For instance, if you are going to open a specialty paper store, you need to establish why you are choosing to open this kind of store. For instance, what makes yours stand out among other specialty paper stores? Once you know the ‘why,’ your PR efforts will run much smoother.”
Source: Scott Le Roy Marketing
2. Create a media kit.
“Media kits are very commonly associated with artists, performers, and other media personalities. However, if you’re doing PR for your small business, it is a good idea to include a media kit with pitches so that it’s easy for outlets to provide accurate coverage of your brand.
Your media kit should include a bio, a short boilerplate, a link to your website, brand assets (logos and other imagery), links to past press features, contact information, and any other information that you deem relevant. Make sure your media kit is aesthetically appealing and represents your brand well. Also, make sure it’s easy to access and well-organized so journalists can find everything they need without much effort.”
3. Sponsor an event or a local sports team.
“An easy way to get free publicity? Sponsor an event! If you own any type of venue — such as a bar or restaurant — host an event at your business. This is difficult to do during a pandemic, but think outside the box. What are some fun, socially distanced ideas to keep your community engaged?
If you own a shop or another form of small business, you could sponsor an event, an organization or an athlete. This could include sponsoring local youth sports. When parents, kids and coaches see your logo on jerseys, they’ll remember that you played a part in supporting their sport.”
Source: Bragg Media Marketing
4. Collaborate with celebrities and social media influencers.
“If you have a tangible product, it’s a great idea to collaborate with celebrities and social media influencers. Working with people who have large platforms is an ideal way to get attention not just on social media, but also in the mainstream press.
When you pitch reporters, you will have a bigger name connected to your small business or brand. This gives you credibility and increases your chances of receiving press coverage. It can also help boost sales in general.”
Source: Gal Media Group
5. Use promotions to increase interest.
“PR is all about being as visible as possible at all times. There is no better way to do this than promotion. Think outside the box when it comes to this strategy. You may want to hold a contest or hand out free merchandise, such as branded t-shirts, water bottles, posters and hats. To be most effective, make sure that all products you distribute have your logo on them.”
Source: Agility PR Solutions
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