This is a guide to PR for small businesses. Being a small business would require to do your own PR as you don't have the budget for an agency. The main thing is crafting a great pitch and creating a hype around your business by being authentic and getting the key values of the business across. Doing your own PR can be time consuming but will definitely save you a lot.
Exhibiting your brand's core values through PR
The number one thing to focus on getting your brand’s core values through, it's up to you to tell the story of your brand. Nobody knows your business as well as you do and creating a story around your brand allows you to build trust with your consumers. In the process of telling your brand's story you can create a base of loyal consumers. Try to think of your brand as an actual person and you are responsible for introducing this person to a mass of people. You need this ‘person’ to come across as relatable and likeable to the public. It's also important to allow your consumer to tell their stories as well, in this way you build a connection and trust with you consumers.
Stay up-to-date with industry news
Keeping abreast with industry news would be of great benefit to you business, so try reading as much you can whether it be newspaper, news broadcasting channels or just browsing through the internet. Set up news alerts to keep you up-to-date with what’s happening in the world as well as the PR industry. Public relations is all about personal and professional relationships so try to build relationships with people in the industry. Networking is always the best way to connect with industry reporters and influencers. Try to keep track of what the top influencers in the industry are writing about. Creating a network of influencers will help you create a name for yourself and your brand in the industry. You want your engagement with these influencers to come across as authentic and genuine, so avoid any forceful self-promotional tactics.
PR for small businesses requires time, patience and effort
It's up to you to do your homework in order to keep up with what’s going on in the industry. It is super important to dedicate sufficient time to preparing your pitches. You want to create a good name for yourself and your brand and nothing kills credibility like sloppy work. Learn as much as you can before diving in head first. As mentioned before, you need to treat your brand as if it were a person and everyone wants to make a good first impression. Make sure you are ready to launch your product or service to avoid any negative responses from your consumers. Try to focus on perfecting your product or service before trying to get media attention around it. The last thing you want is to create a bad first impression when conducting PR for small businesses.
Take your time to craft the perfect pitch, there’s no harm in taking the time to make sure you’ve covered every possible angle. Also being objective is very important, oftentimes we think of work/ product is perfect because we have a personal connection to it but it's super important to remain as objective as possible. Be as creative as you can with your pitch and always remember to tell the story of your brand.