Small Business Public Relations - An Overview
Public relations is basically communicating with an audience without paying for that communication.
Public relations consists of managing and sharing information to influence public opinion. You want to create your story with the goal of building public relationships. While advertising aims to move customers to act and purchase, the goal of public relations is the brand image.
That said, modern public relations have a far broader context. Your small business can now use websites, blogs, and social media to directly communicate with customers. Public relations is any means you communicate with your audience, whether alone or through another outlet.
Good public relations can:
- Increase your company’s product and brand awareness
- Enhance your overall corporate or personal image
- Spread the word about new initiatives, products, or accomplishments
- Improve employee recruiting, retention, and morale
- Provide damage control when needed
Several outlets can advance your PR campaign. These include:
- Press releases. A well-written press release can gain immediate attention and widespread notice. Millions of readers can see your news through online press release publication sites.
- Traditional media. Mentions in print, on TV, and the radio can be powerful. That’s why so many companies and individuals work incredibly hard to land segments on national or local television shows. The exposure you gain can create explosive growth you otherwise could never afford.
- Company blogs. Can’t get others to talk about you? No problem, talk about yourself! You can also tap other blogs to tell your story for you.
- Podcasts. Don’t like to write? Speak! Discuss creative ways to use your products, provide maintenance tips, answer customer questions, etc.
- Online forums. Your best customers may happily participate in online discussions about your products and services. You can answer questions, provide additional information, and stay in touch with customers’ needs and interests.
- User reviews. Carefully handled, user reviews can help your brand image and provide damage control.
- Community events. Participating in community events offers the opportunity to build public relationships. You might feature giveaways or other promotions for PR events that draw attention to your small business.
Given the wealth of resources, knowing where to start can feel challenging. For almost any business, the first step in building effective public relations is to provide a comprehensive website.
Don’t just sell products or services on your site. Answer questions. Provide content about your company, employees, products, and charitable efforts. Let your customers develop a real sense of your company.
Announce new products and services. Provide maintenance, warranty, and repair information. Instead of simply focusing on what you want people to purchase, focus on what your customers want to know about your company, products, and services.
Next, embrace different communication tools. Create a company blog, but not simply for self-promotion. Provide helpful information for your customers. Consider posting helpful customer reviews to create a positive image for your small business.
Comment on news that relates to your industry. Leave comments on other industry blogs and related sites. Use blogs to put a "face" on your company.
Remember social media outlets like Instagram, LinkedIn, Facebook, Twitter, and Pinterest. You can use social media tools to build relationships with the public. Social media posts are lasting and build on one another, making this a cost-efficient way for people to research and discover your brand.
Public relations can be a powerful marketing tool. Take control of your public communications and use it to build your brand.
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