Getting great press coverage can help many small businesses with product and brand awareness. The problem is that a lot of small business owners may not pay much attention to PR. However, when you need to brand, market and promote your business, one of the most important tools to help in making sure that you get the right type of attention is public relations. PR can give your small business legitimacy as well. Read on to find out how to get PR for small business.
Ways to Get PR for Your Small Business
Here are a few important tips to help you get the PR you need for your small business.
Answer Your “Why”
Deciding whether you should handle PR with an agency, contractors or freelancers, DIY or in house will depend entirely on the size of your business, budget and unique needs.
However, if you cannot provide an answer to ‘Why am I doing this?’ you will find it extremely difficult to implement a PR strategy.
You need to figure out your “why” before you do any strategy work. According to experts, your “why” is your story, not the product or service you are offering.
Say, for example, you are launching a new café. Instead of saying visit this trendy new café (which is your “what”), you should be answering the question: Why does it matter? Why did you decide to start the café in the first place?
Build Your Own Media List
It is important to make sure that you create your own media list and you can do this by reading the stories that journalists are covering.
You should then find the ones that are writing about your industry and the other small businesses that are your rivals.
Before you put across any information to the media, you need to ensure that you send information that is relevant to what the journalists write about, their interests and their publication.
When you are thinking about how to get PR for small business, making contact with journalists and bloggers who write about businesses like yours and building a media list should be a top priority.
Customize Your Brand Message
When you do reach out to your contacts in the media, make sure that you avoid creating a generic press release.
You will not get the coverage you are looking for by blasting this out. You should work on email pitches that are short and highly personalized instead.
Research your competitors, note the way they are positioning their brand, and check out the types of stories and news they are sharing with the media.
Armed with the information you get, think about how you can differentiate your business from theirs. Creating a customized brand message will help you get the PR your small business needs.
Wrapping It Up
Apart from these tips, it is also quintessential to build a good rapport with journalists and have an active presence on social media with fresh, consistent content that caters to your audience. You can also check out online platforms that help small businesses that have limited marketing resources in managing their promotional events. Some of the best platforms include Localist, PRWeb, LinkedIn, PRLog and Online PR Media, to name a few. If you are wondering how to get PR for small business, keep these simple tips in mind and get the press coverage you need.