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Are Public Relations Important to Small Businesses?

Wong Shu Lee  

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  July 12, 2022

Many people started small businesses without thinking they need public relations (PR). In fact, public relations is crucial to the success of every business, big or small. The difference is that a small, budget-conscious business doesn’t have the luxury of hiring a high-priced PR firm, so you have to take a more DIY approach to master your public relations.

 

Public relations provides a way for small business owners to gain positive publicity for their business. Small business owners usually want their public relations efforts to impact their customers, although getting PR within your industry can also be a good thing. If you’re looking for investors, that’s another group to keep in mind as you develop your PR plan.

 

According to PR Newswire, “A consistent public relations program will help build general awareness of your product, service or brand. This visibility also tends to make your business appear larger and more established than it may be, which may help you secure partnerships, customers, and funding.” 

 

These days there are lots of ways for small businesses to manage their own PR. For starters, social media has made it easier for small businesses to get the attention of editors and reporters.  Many journalists are happier making contact directly with a potential source, rather than having to go through an agency or publicist first.  

 

Besides, as the definition of media expands, media is no longer limited to traditional news outlets. Now there are a plethora of influential bloggers, YouTube influencers, online publications, and podcasts that can be harnessed to help publicize your business.

 

While small businesses don’t really need a pricey PR firm to promote themselves, they do need a solid and professional media outreach strategy. Here are some inexpensive, creative, and effective strategies for putting together a small business PR plan.

 

Craft a Compelling Story

 

The surest way to get a reporter/blogger/editor to write about you and your business is to get their attention. And the way you do that is with good, old-fashioned storytelling. You won’t get coverage for just being a successful small business, a new one, or a growing one. 

 

Focus instead on what is unique about the business, whether that’s the product or service you offer, the culture you’ve built, the problem you solve, the way you hire, or how you give back. Topics like that offer an enterprising reporter the opportunity to report on something truly new or of human interest.  

 

Use Services Like Supernewsroom

 

Supernewsroom is a digital PR platform that lists over 25,000 journalists, editors, and producers' profiles across Southeast Asia. It offers a cost-effective PR method whereby users can easily search for media contacts, send press releases, media invites, or pitches to the media, monitor coverage, and more, simply by using credits. 

 

Besides, it’s a single hub where users can attain better coverage by getting matched to the right media, and hire experts such as virtual PR consultants, writers, and translators to widen the reach of their content. 

 

Official Site: https://supernewsroom.com/ 

 

Sponsor and Participate In Charitable and Community Events

 

As a small business, you can get your name out into the community and into people’s minds, by supporting local nonprofits, either by helping to sponsor an event, operating a booth at local festivals and fairs or forming a team to participate in a fundraiser. 

 

Not only is it good business karma, but you can also spread the word about the event in a way that benefits the charity or community as well as your business and its reputation.

 

Use Google Alerts

 

It can be difficult to know if and how your small business PR efforts are paying off, but one way to track it is using Google Alerts. It’s simple to use—create an alert on Google by entering a ‘search query’—things like the name of your business, the name of competitors, your industry, and any other relevant keywords. Anytime those terms appear on the web Google sends an alert about them to your email.  It’s a good way to monitor your business’ presence on the web, and see what competitors are doing and what people are saying about your business and about your competitors’ businesses. 



 

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