Does My Small Business Need PR?
If you run a small business, then you’re probably already wearing many hats. But you might be wondering if it’s time to add another skill to your entrepreneurial resume: PR pro. Public relations strategy can improve your brand’s image, engagement, and even contribute to new business leads.
Not convinced yet? Here are some of the top three reasons why your small business needs PR:
1) Help build your brand recognition
As you work to build your small business from the ground up, creating a strong, positive, and recognizable brand is key to helping you identify with your target customers and to stand out among your competitors, whether it be for your excellent service, products, reliability, etc.
PR efforts can help you achieve this.
A dedicated PR strategy will inject your brand into the industry and local media. For instance, you can highlight your success with award wins relevant to your industry; this will help you differentiate yourself from competitors as a strong, accredited player.
You can also improve your brand’s recognition with well-maintained social platforms. By being active on social media with a clear, identifiable voice that is consistent with your brand’s mission, you help potential customers learn who you are and what your company stands for. (Check out this blog post to learn more about developing social media for your business.)
2) Keep your business at the forefront of the industry
A common misconception about public relations is that it is only needed at certain times, like during a brand crisis or a big launch. But for PR to truly make an impact and help your company’s reputation and following improve over time, you must treat PR as a year-round activity. After all, public relations is not about achieving one goal in a six-month or one-year cycle. Rather, it’s about injecting your business into the news regularly, so it stays top-of-mind and becomes a recognizable name in your industry.
For example, a dedicated PR strategy could include regularly submitting articles from a spokesperson from your business in key industry publications. The benefits are twofold: Besides positioning your company as an expert in your industry, these contributed articles also help drive traffic to your website, further helping cement your brand name as a trustworthy, informative, and credible voice in your industry. A good PR strategy isn’t just a one-and-done article win, but a carefully curated line of coverage, conversation, and engagement that is maintained over time to establish your business as a thought-leader in your industry.
3) Generate new business leads
At the end of the day, the goal businesses is to expand its client base or sell more product — and public relations strategy can help that effort.
Case studies and contributed articles, for example, can highlight differentiating factors and expertise of your business. When placed in a regional or industry publication, it can generate interest to visit your site, follow you on social, and start a potential customer’s journey in your lead funnel.
With a cooperative social media strategy, you can stay top-of-mind with potential leads who found you via an article. Then, when they’re ready to start a project and are looking for a company to work with, your business will already be positioned as a credible, respected leader in your industry and someone they want to make a deal with.
Managing a small business can sometime require you to be the jack of all trades—and PR should be in your toolbox. Taking the effort to invest a public relations strategy will have enormous gains in the long run, helping you establish your brand’s image, stay relevant overtime, and gain new business leads.
Learn how to get started launching your small business’s PR strategy with Caster Academy, an online master class for social media and public relations.