Public relations is all about sending the right messages to the right people through the right channels to create a stronger brand reputation.
When done right, it can help you build trust and credibility, which will eventually lead to increased sales and profits. That’s why the global PR industry is expected to surpass a value of $93 billion by the end of 2022.
Do you want to get a greater return on investment from your PR campaigns?
You should then leverage the most effective PR strategies to reach and engage your target consumers and drive more conversions for your small business. I’m going to tell you how to do that.
Keep reading till the end to discover useful PR tips for small businesses that can help you boost the profitability of your business in the long run.
Before we discuss the PR strategies you should use in 2022, let’s take a look at why small businesses need to focus on public relations (PR).
Check out my PR case study to learn how PR helped me gain popularity and high-quality backlinks.
As a PR consultant, I understand the challenges associated with building a positive brand image and how to overcome them.
Let’s take a look at some of the most effective public relations tips that can help you boost your brand recognition and sales.
The first step to building a robust online presence for your small business is to focus on your brand identity design. It includes:
While brand culture, values, and messaging are equally important, brand visuals are the most easily recognizable feature of your brand identity design.
You can expect to spend $1,000-$15,000 for custom logo design and other brand collateral design if you hire a professional senior designer. Or, you can also choose to do it yourself using a design tool like ZenBusiness Logo Generator.
Make sure that your brand visuals represent its core values, purpose, and personality correctly.
Here are a few tips that can help you design a solid brand identity:
Once your brand logo and collateral are ready, you should plan your public relations strategy to help people recognize your small business.
When it comes to PR, the first thought that comes to your mind may be to publish press releases to promote your brand and products.
For this, you need to find journalists, reporters, and influential bloggers and send them your press release pitch.
46.48% of reporters receive a minimum of 11 pitches a day and a generic pitch template is probably the last thing they want to see in their inboxes.
To get their attention, you should research media outlets and the topics they cover. This way, you’ll be able to come up with a story idea they will be interested in.
You should try to build relationships with journalists by personalizing your pitches for them and working on their requests on priority. You should not clog their inboxes with frequent follow-ups.
Here are a few more tips for creating the perfect pitch:
Social media has become one of the most effective marketing channels today. You should leverage it actively to share your brand’s key messages and boost your PR efforts.
And the best way to do that is to collaborate with industry influencers.
Good PR is all about good communication, quality engagement, and establishing a community of people who trust you.
But these days, people trust messages from influencers more than words from a brand. To top that off, influencers are great storytellers too. They can help you get wider media coverage and promote positive messages about your brand.
You should harness the trust that people have in their favorite influencers to supercharge your PR campaign. Here’s how:
Macy’s Style Crew program is a good example of using influencers for a PR campaign. The brand focuses on building a community of influencers, employees, and consumers who can help them improve their own PR.
Here’s the latest promotional content from Macy’s Style Crew, which probably brings more traction than press releases would have.
In addition to partnering with social media influencers, you can also set up and run a referral program to turn your consumers into brand ambassadors.
HARO or Help a Reporter is a free service that can help you connect with journalists and influential bloggers in your niche.
All you need to do is to sign up as a source. HARO will send you questions from reporters for the stories they’re creating. You can respond to those questions if they are relevant to your niche and expertise.
If your answers provide value to their audience, the journalist may even interview you for the story they are working on. You can also earn backlinks by being featured in thought leadership pieces.
If your budget allows, you should also consider signing up for PR distribution services like PRWeb and Newswire, which will help you pitch your press release to thousands of news reporters and publishers.
Small businesses can build their public relations using various strategies including:
Small businesses need PR because:
PR firms and agencies may charge somewhere between $2,000-$50,000 a month depending on the amount of work and the value provided.
You can do your own PR organically by using social media, HARO service, and direct pitching. These PR tactics don’t involve much spending.
If you use a paid press release distribution service or partner with popular influencers, it will involve some cost. Whether you get one influencer post published a month or more is totally up to you.
As a small business, you don’t need to invest a lot of money in PR campaigns. Start small by creating thought leadership pieces, posting regularly on social media, participating in industry events, and partnering with influencers.
Use a press release distribution service to tell your brand’s story. Be sure to track messages about your brand through Google Alerts and other online PR tools. This will help identify what people are saying about your small business.
You should also track conversations about your competitors to find opportunities to boost your own PR campaign results.
You can also hire a digital marketing agency like mine to do the work for you. Contact me for online PR services today.
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