We live in the era of communications – a time where a competent promotion leads business to massive visibility and brand recognition for a long time. Trends have been like this not since yesterday: experts have been talking about the importance of tools for interaction with the public for more than 10 years. Unfortunately, many businesses still do not underestimate the positive impact of public relations, especially those who need it – business owners.
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Go to Logo MakerSome entrepreneurs who have not even tried to implement an elaborate public relations strategy argue that PR efforts do not significantly increase sales. There are statements that there is no point in maintaining contact with clients. You can continue to rely on the crowded market and dishonest competitors, and wait for the season and the flow of clients who found your project through word of mouth.
However, the best option is to run a small business public relations campaign at any convenient time. By the way, such campaigns, tactics and strategies do not always last for years and require enormous budgets. We understand that small business funding is limited, so we recommend starting with a few low-cost (or even free) promotions. We will analyze them further in the article.
Table of Contents
The main purpose of public relations for small business owners is to broadcast the mission and values of the project to the audience, creating successful communication. Specialists must help promote the business and create a positive image for it in the media.
The more people know about the company, the greater the likelihood of getting new customers interested in your product.
The new business has probably already been heard, but as such it has not aroused interest among the target audience. It’s time to correct these indicators: full-fledged PR tactics within business strategy will be an excellent solution.
Rarely, small business owners don’t make mistakes during business growth. Sometimes these mistakes are costly – the target audience may be disappointed and overlook the project. PR campaign will not erase negative memories from people’s memories (for example, a poor-quality product or service).
On the contrary, well-rounded PR through press releases in the media coverage will help tell the public that the shortcomings have been eliminated, now everything is completely different, and unpleasant situations will not happen again.
An important “connection” occurs here – someone who needs a product or service finds you, and you find a client base to sell your product.
First of all, the fear of wasting money to PR firm services (not getting a positive result) gets in the way;
There is an opinion among small business entrepreneurs that it is difficult to delve into PR: “I’ll spend a lot of time and money, but I still won’t understand what’s what”;
“Excessive media attention will attract the tax office or other government representatives“.
Let’s deal with these fears once and for all!
“I don’t want to waste money”.
What if they are not wasted, and the result becomes obvious? Even if the strategy doesn’t work somewhere, you will gain invaluable experience( at least in press release examples), and a negative result is still better than nothing. If you don’t try, you won’t know. Money invested in PR is, in any case, a business investment.
“PR strategies take a lot of time to learn”.
It is a myth. We will prove this by the end of the article when we will give valuable advice and several options for public relations companies.
“The inspectors will come”.
If you have started running a business in compliance with the rules (selected an appropriate tax regime and settled other issues), there is no reason to worry. Otherwise, we strongly recommend that you do this voluntarily while the business is small, otherwise, a considerable number of problems will be added as the project increases.
Media outlets often look for experts on their social networks for reputable publications. For the more daring, we suggest writing messages to the local newspapers yourself. The letters should be timed to coincide with an event where your appearance is appropriate.
For example: “Hello, I am the manager of a bakery from the local community. Next week there is a bread day/fair etc. where I will be with my products. If you are preparing a press release and you need comments, you can always write and call me”.
Journalists often need industry leaders and retain useful media contacts for the future, so this method should not be neglected. Let’s also add PR communities and groups (SMM chats): they exist in almost every medium and large city. Joining them is a forward-thinking decision.
Try asking familiar SMM specialists, look over forums and large city media publics. PR groups and communities are a kind of “market” for searching expert opinions and marketing materials. Keep in mind that entrance may be paid; the cost is usually symbolic and does not exceed a few bucks.
It would be great if companies appeared in various media 2-3 times a month, but at first, this can be difficult: do not set strict limits for yourself, but remember – the more press contacts you get the better. It wouldn’t hurt to order an article from new and small publications.
Obviously, a major influencer is not ready to collaborate with a budding entrepreneur. Give a one-time free service or discounts on purchases to a blogger with several thousand subscribers from your city, and give a discount to his audience. Remember that every mention of your brand is always a plus to attract potential customers.
Companies should not resort to this method too often. When used skillfully in thought leadership content, it can have a good effect and generate buzz. Remember that a company should not hype itself through something negative. It is not recommended to choose topics of politics, religion, or any minorities.
Of course, positive hype is more difficult to promote, but it’s worth it. You can make an original short video marketing about the records and major business news. For some, an interesting case, an unusual client, or an insight into an unusual use for your product will appeal.
Send out press releases, viral news and community events summary on social networks and the media. You can agree with PR agency specialists who will do all the work for startups in this direction for you.
However, you can write and send press releases yourself (or use the services of a freelance copywriter) for an appropriate price. In the first case, the price is higher, but the letters and media kit end up in the editors of hundreds of regional and federal publications (including media focused on your topic).
Similarly with telegram channels and other social networks: periodic newsworthy information about interesting project events can turn into news that will add fame to a small business. Administrators of small and medium-sized channels often rack their brains over content plans and will welcome original news feeds.
Participate in specialized events (flash mobs, conferences, etc.) of colleagues or, if you can already do this, create your own. Don’t miss the opportunity to highlight your company in places where your target consumers, competitors or media may be.
Maintain social media networks even with a small number of post views. A small number of subscribers can still increase a company’s sales several times over. Over time, the number will grow, and the advertising will eventually lead to a result: people will start coming from a variety of sources (from a sundress to publication in a major federal newspaper).
Ask customers to leave reviews. It is an important aspect to work with both positive and negative opinions. Comments from the audience are a vital element and indicator that the project is alive: it is developing and improving. To not miss feedback and everything people talking about the company adjusts online services like Google Alerts. By the way, the presence of negative reviews is excellent soil for growth. Correcting the points that consumers do not like will help you to build credibility of your brand image and get closer to other businesses in your industry.
Don’t forget to periodically convey the value of your products to a “cold” audience (or create this value), because people will not be interested in the product and service of your business if they do not realize their need.
How to launch a PR campaign without worsening your reputation?
First of all, business owners need to understand that no one is immune from mistakes: only those who do nothing make mistakes. Do not resort to dubious topics, do not negatively present your competitors. Keep 2-3 positive messages and ideas ready in press releases so you can quickly distract the public’s attention if the situation goes wrong.
The areas of activity can be different, not all are related to entertainment and creativity, but most often it is possible to promote some light topic in a relaxed presentation.
The exception is a situation where you need to apologize to someone. If there is no compelling reason, and you are simply tired of sticking to the previously outlined course, consider a smoother transition to the current strategy.
Effective public relations should contain several methods ready and remember that sometimes the so-called “PR shot” is just a matter of chance, it does not always directly depend on the chosen method.
Don’t neglect PR and remember that this tool is not only available to big corporations with huge profits. The algorithms work the same for small businesses, investments only speed up the process, but a decent amount can still be compensated for with creativity. Don’t be afraid to put yourself out there and get noticed: this is the most affordable option for promoting your small business.
Blog editor and content marketing specialist at Turbologo. Writing about Marketing and design. Victoria’s articles contain useful tips on how to build a brand and promote it online.
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