12 Public Relations tips for start-ups and small businesses
Public relations is an essential tool for small businesses and start-ups. It’s free and effective. Successful PR increases awareness, builds relationships, cultivates positive sentiments from the general public, and directly increases your company’s share of voice, share of mind and share of pocket.
Public relations isn’t just a promotional tool for big corporations. It is a strategic communications process that influences, engages, and builds positive relationships Every business needs it. Follow these tips on how to use Public relations for your business, even without a big budget or hiring a Public relations agency.
Top PR Tips for small businesses
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Media rapport and relationships
This is not as difficult as most businesses think. Start by taking note of the newspaper writers and social media channels that cover your sector.
Put together a media list and keep it up to date, adding notes as you come into contact with people. This includes local newspapers, radio, and television stations, and online information sources.
A simple call, tweet or LinkedIn message to commend a writer’s article is one of the many ways to start the conversation and a relationship. This is a valuable PR tip for small businesses.
2.”Feed” the media
A great way to build a relationship with journalists and establish that you understand who or what “makes” a story is by providing them with information and sources that don’t necessarily have anything to do with your company.
Not every email you send a journalist needs to be self-serving.
That doesn’t mean you shouldn’t promote your business, but do it in the context of general news and information. Think about what your business has to offer that a reporter or feature writer would be interested in and offer to help.
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Draw up your PR plan and calendar
You should plan your publicity the same way you do the rest of your business. Sit down with a calendar, map out the seasons, holidays or other events that impact your industry, and think about how your business relates to these happenings.
Also speak at local events where possible. This is another valuable Public relations tip for small businesses.
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A touch of charity, philanthropy or school sports
Find a cause that’s meaningful to you and your customers and do something to help. Not only does it help your image to be a good corporate citizen, it simply helps, which benefits everyone.
Most likely, the group you’re benefiting will send out their own messaging about your involvement, but you should do so as well, looking to draw attention to such a worthy cause.
These are some examples:
Offer raffle prizes to the PTA or for the school fashion show, support a school’s sports team, donate at the school inter-house sports.
This is an important Public relations tip for small businesses that’s often overlooked.
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You can write and send out press releases too
Who said only big brands can send out press releases? If you have a story to tell or any interesting service to offer, draft a good press release.
Do remember however, that when you write a press release, make sure it’s actually newsworthy and tailored to your audience.
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Maximize social media – it’s free
Social media is publicity you don’t have to rely on anyone else to do it for you. You can generate content yourself and share it.
You can also use YouTube and Instagram to post how-to videos.
Social media is one of the first PR tools you should explore. The more you do it, the better you get.
This is an important Public relations tip for small businesses.
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The news can be your friend
Sometimes, your PR effort may be in response to a news event you can take advantage of.
At the same time, be mindful of what’s going on outside of your business and when not to seek publicity. If a major news story is breaking or something else is consuming the attention of the media, find a creative way to plug in.
8. “Newsjacking”
Reactive Public relations or newsjacking refers to the way a brand can capitalize on the popularity of a news story in order to be featured in media outlets. Think of newsjacking as riding out a popularity wave.
For example, let’s say there is a breaking story about solar power and your company offers solar panels. Newsjacking would mean sending out a reactive pitch to media outlets, referencing the problem in the news, and showing how your solution can fix it.
You don’t even necessarily have to mention your product in the pitch to increase credibility; just make sure they mention your company and not just your name.
This is an unorthodox Public relations tactic for small businesses. But it works.
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Cross-marketing and partnerships
Cross-marketing is an example in which you can partner with other companies that complement your brand. By creating conditions favorable for your target market, both parties can benefit from this partnership.
This is another useful public relations tip for small businesses.
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Set up a Google My Business Listing
Google My Business is essentially a business ‘profile’ on Google that allows you to convey detailed information about your business, including contact details, your website, location, hours, and photos. Customers can leave reviews for your business too.
One of the first places a consumer will go in search of a service or product they need is Google. Over 90% of searches worldwide are on Google search engine. That’s a lot.
It’s essential that you set up Google My Business. It’s free. You can also use clever public relations and SEO tactics to include the right keywords.
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Engage your customers with email newsletters
A weekly or monthly email newsletter is a great start. Build loyalty by regularly updating customers on your business, current promotions, industry news, and more.
Keep it short and sweet and don’t over do it. The newsletter can be a useful public relations tool for small businesses.
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Do Webinars
A webinar is essentially a seminar that takes place online. It can be in the form of a presentation, demonstration or discussion.
Webinars are often used as lead magnets for email marketing and the right topic can drive a large batch of new subscribers to your list. It can also be used to build credibility with your current subscribers, thus serving as a good PR tip for small businesses.
Simply put, a good public relations effort can be a very cost-effective way to help your business grow and be successful.
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