Getting noticed as a small business can sometimes feel like you are a buoy bobbing around in a vast ocean. No matter how hard you try, no one notices your efforts. That’s where public relations (PR) comes in handy. PR puts your business story front and centre in the media with your customers and community. Do it right, and your brand will shine.

Here’s everything you need to know to make PR work for your business.

Why PR matters for small businesses

You’re wrong if you think PR is just for big businesses with big budgets. PR is for small businesses, too, and it’s a golden opportunity to:

• Build trust: Show people what makes your business unique and why they should choose you.
• Get the word out: If you’ve engaged a professional PR, they usually have excellent media contacts; media contacts mean more chance of media coverage for your business.
• Be part of your community: Engage with local events and causes to show you’re more than just a business.
• Stay in control: Shape the narrative around your brand and handle any hiccups before they snowball.

The best part? PR is more about creativity and connection than money. Let’s get started!

Crafting your PR story

Every small business has a story, and yours is what sets you apart. Here’s how to discover (and tell) yours:

• What makes you unique? Think about your values, your mission, and what your customers love most about you.
• Why did you start? Share the passion or problem that led you to launch your business. People love a good origin story.
• Who’s behind the brand? Highlight the people running the show—whether it’s you, your team, or your customers.

Telling your story

Avoid writer’s block and get a handle on your business story by following these quick tips.

• Grab a notebook and pen and jot down three milestones in your business journey. What makes each one special?
• Keep it real. Share the highs, the challenges, and the lessons learned. Authenticity resonates.
• Add a splash of visuals. A photo of you in action or a video from your workspace makes your story more accessible.

Once you’ve got your story nailed, you can shout it from the rooftops (or at least your website and social media).

Resources

• Canva
  Create beautiful visuals to enhance your PR storytelling and make your brand shine.
• Media Release Template

Building relationships with the media

The media can be your best friend for spreading your story. Connecting with the media is simpler than you think. Here’s how to make a great first impression:

• Do your homework: Find journalists or podcasters who cover businesses like yours.
• Pitch smartly: Keep your pitch short, sweet, and tailored to each contact. Explain why your story is timely and worth sharing.
• Be ready: Have a press kit handy with a business overview, photos, and your contact details.
• Follow-up (gently): If you don’t hear back, a friendly nudge a few days later is fine.

Insider tips for media success

• Start local: Community papers and local radio are often eager for stories about local businesses.
• Offer an exclusive: If you’re launching something big, give one outlet the scoop to boost their interest.
• Be responsive: Journalists are on tight deadlines, so answer queries quickly and clearly.

Resource

• HARO (Help a Reporter Out) 
  Connect with journalists looking for sources, making it easier to share your story.

Leveraging social media for PR

Social media is like PR’s more brash, outrageous cousin. You know the type; they turn up at family gatherings and steal the limelight. So, social media can be a brilliant way to amplify your brand message if used well. Here’s how to leverage PR on social media to help your business grow.

• Share your wins: Did you get featured in the local news? Maybe you’ve won an award? Post about it!
• Interact with your followers: Chat with them in the comments, run polls, or share behind-the-scenes snaps.
• Team up with influencers: A local influencer shouting you out can work wonders for your visibility.

Social media hacks for PR

• Use hashtags to get discovered by new audiences. Mix popular ones with niche tags specific to your industry.
• Create short, engaging videos – think quick tips, product demos, or a peek into your daily routine.
• Jump on trends or timely topics, but only if they make sense for your brand.

Resource

• BuzzSumo
  This is a great tool to discover trending topics and influencers to give your PR campaigns a boost.

Hosting events and partnerships

Throwing an event or teaming up with another business can create a buzz for your business. Here are some ideas:

• Launch parties: Celebrate your new product or service with a fun shindig.
• Collaborations: Partner with a complementary business for a joint promotion or event.
• Give back: Sponsor a local event or charity initiative to show your community spirit.

How to make your event a hit

• Promote it everywhere: Social media, email invites, posters—you name it.
• Deliver extra bang for your buck by offering early bird prices, freebies or discounts.
• Capture the moment: You’ve hosted a fab event; now, make sure you have a record of it. Take photos and videos to share later and keep the buzz alive.

Managing your reputation

Let’s face it: not every review will be glowing. Reputation management is about handling feedback like a pro. Here’s how:

• Stay in the loop: Use tools like Google Alerts to know when your business is mentioned online.
• Respond to reviews: If you get a great review, thank your customer for the good feedback. More importantly, if you receive a bad one, make sure to address it with the three Ps: promptly, politely and professionally.
• Own your mistakes: If something goes wrong, apologise upfront and explain how you’re fixing it.

Reputation tips

Set up a review request system to encourage happy customers to share their experiences.
Keep your social media and website info accurate. Outdated details can lead to frustration.
Develop a crisis plan. Knowing how to respond to sticky situations in advance can save you a lot of stress.

Resource

• Google Alerts
  Monitor online mentions of your business to stay on top of your reputation.

Measuring PR success

PR isn’t just about good vibes. You want to see results. To understand if your PR is working, you need to measure the success of any campaign. Here’s what to track:

• Media hits: How many outlets covered your story?
• Website visits: Are you getting more traffic from PR efforts?
• Social buzz: Are people engaging with your posts and sharing your content?
• Customer feedback: Are people saying good things about you?

Tools to help you measure

• Use Google Analytics to see where your website traffic is coming from.
• Check social media insights for post performance.
• Gather customer feedback through surveys or chats.

Keep an eye on your data at all times to see what works and what doesn’t, and adjust your strategy accordingly.

Your time to shine

PR is your chance to put your small business in the spotlight. Start with your story, connect with the right people, and keep the conversation going. With a little effort and a lot of heart, you’ll build a brand that people trust and love.

Resources

• PR Checklist 
• Media Release Template