Getting publicity for your business, especially in times such as these, is important. A sound PR strategy can help to increase your leads, boost your sales, widen your consumer base and also improve your overall brand awareness. If you’re a small business or SME (turnover of around £1.5m+) it’s important to communicate with your stakeholders and spread the visibility of your brand, so you can turn your SME into a larger scale operation. Chances are, you won’t have a fully-fledged internal PR team to guide your strategies, you might be looking for a PR agency to support your organisation, but until then, we’ve put together 8 easy tips around how to get PR for small businesses and SMEs…
Why Bother With PR For Small Businesses & SMEs?
But first, PR (Public Relations) is the function of protecting and improving your brand visibility and reputation.
Not only does it work in safeguarding your brand against any public backlash and handling your communication strategies in a crisis, but a great PR strategy will also help to grow your reputation and make your business name more recognisable amongst your target audience.
This can be through growing your social media following or generating awareness of your business in relevant media outlets – both of these, along with other PR tactics, work to an overall aim of making your small business name more recognisable. They include:
- Plan of action
- News releases
- Social media marketing
- Consistent communications
- Journalist relations
- PPC & social ads
- Influencer marketing
- Charity support & sponsorships
- Tracking and reporting
We will touch on them further below.
Some very large organisations may have an in-house PR and marketing team, others, as well as SMEs and smaller businesses, may utilise the support of a PR agency, like ours.
9 Ways To Generate PR For Small Businesses & SMEs
There are a number of ways in which you can generate media attention and publicity for any brand, we have covered them here. With smaller organisations, you may have to work a little harder to get your name out there – there will likely be some degree of competition no matter what industry you’re in, so you need to make your brand memorable.
From our years of experience in PR and Marketing, here’s 8 ideas we would recommend you test to generate PR for your small business
1. First, plan
Know what you want to say and mostly importantly – to whom. What are your USPs, strengths and benefits? How do you want people to see your business? This vital planning will help shape your communications that can be consistently delivered via a number of channels, be it media, social or online.
2. Turn your business stories into news
If you’ve done something amazing as a business, turn it into news and let everyone know about it. For example, if you’re supporting a cause this can help to strengthen your reputation and position you as a responsible business if you spread the word. Likewise, trade titles are often interested in appointments of senior staff. You may be surprised at what makes a good PR story. Start by publishing information on social media, and then perhaps get in touch with the local papers with a press release, to see if they’d like to write about you.
3. Be chatty on social media
One of the best ways to build your brand reputation is to maintain an active voice on social media. PR covers online presence as well as getting media coverage in print, making sure you’re putting out great content on relevant channels and engaging with your customers is a key PR tip for small businesses and SMEs.
4. Communicate consistently
Even in hard times such as the Coronavirus outbreak, it’s important to keep communicating with your consumers. Don’t let them forget about you, and then turn to your competitors instead. As a business, a loyal consumer base is vital so ensure that you remain a consistent flow of communication through avenues such as social media, media appearances, email marketing and so on.
5. Be friendly with journalists
Even if you have no news to share, you can still get PR coverage for your small business or medium enterprise by remaining friendly with journalists; they might be looking for a business to feature in a round up piece – and could opt to use you if you’re on their radar. This tip is better matched with a PR agency, who will have a large database of journalists that they have built.
6. Make use of PPC & social ads
It’s worth considering PPC and social media advertising in your strategy, a great way to generate guaranteed exposure of your organisation. You’ll need to read up on the best keywords to target and then make sure you’re utilising the channels that your target audience frequent the most, but as with any other step, it’s important to remain consistently visible.
7. Consider influencer marketing
Working with influencers is still a viable way of generating PR for your brand, influencers are often trusted sources of information, with around half of Gen Z and millennials saying they trust their opinions. Create a database of reliable accounts and negotiate with them to promote your product or service.
8. Support charities & the local community
Everybody loves a good, positive story… So, make one. You can generate PR for small businesses, SMEs and multi-million-pound businesses by working with and supporting local charities and your community. Whether this is through fundraising, sponsorship or perhaps providing free goods and services to worthy causes. Doing fantastic things is a sure-fire way to achieve regional PR coverage for your small business at the very least.
9. Track & share your coverage
Most importantly, it’s crucial to track any PR coverage you might have achieved and share this to further strengthen your brand’s reputation. If you’re finding it hard to place where your brand might have been covered, you can set up Google Alerts for the name of your business. Be sure to share coverage on the relevant social media channels to further reinforce the integrity of your brand.
If you’re in need of further PR support, then why not arrange a free consultation with us to see how we can help strengthen your reputation and grow your brand. The Source PR is a PR Agency in Cheshire, North West, with over a decade of experience in supporting SMEs to larger corporations with PR, social media, marketing, SEO and more.