Running a small business can be challenging, particularly if you’re trying to help the business to grow. Many small business owners make the mistake of assuming that growth strategies used by larger companies can’t be applied to them, but this simply isn’t the case.
Using the same old strategies as your small business competitors will only help you to compete in that market. In order to grow exponentially and become a big player, it’s important to utilize big strategies, such as PR campaigns.
1. Create your story
Small businesses frequently have a very compelling backstory that could be told for a successful start to a PR campaign. Just being successful or growing isn’t enough of a story to attract attention, however, so if you’re at a loss for how to come up with something compelling, try to focus instead on what sets your business apart from the competition. Think back to when the business began, and what your goals and dreams were when you took steps to start a business. It’s important to create a human interest story, which means cultivating an emotional response.
You could also consider pairing your business goals with popular trends or movements. For instance, if you’re attempting to reduce your carbon footprint in the office or warehouses, publicize that information and take advantage of Earth Day for launching new campaigns. Showing your potential customers that your business really cares about people and the planet will go a long way towards a successful PR campaign.
2. Get involved
One of the best ways to prove your business’s interest in making a better world is by actively participating in community or charity events. Investing time into supporting your local charities or non-profits will help get your company’s name out there, and will build a reputation as a generous and sincere organization. Simply by spreading word about charity events or fundraisers is a great way to gain some free publicity for your business, as well as benefiting a good cause. Being involved in the community will also build your reputation as a known and reliable business, which can earn you a lot of loyalty down the road.
3. Build relationships
If you want to go about getting PR in an “organic” way, the best approach is to build relationships with influential media workers who write, blog, or post about goings-on in your industry. Reach out to these creators or influencers and stay in contact with them, offering occasional ideas for posts so that you’ll be the first person they think of when they’re on the lookout for new content. This type of relationship will always be beneficial, since it takes very little effort on your part and can always come in handy later on.
4. Design a media kit
Having a media kit is a great hack for making PR easy for your business. It involves creating a package of information about your business that would be relevant for a PR campaign, such as photos and blurbs from the website, that can then be given to reporters, bloggers, or social media influencers. Then, when someone reaches out to ask about writing something about your business, it’ll be as simple as forwarding the kit to them. You’ll have the added benefit of knowing exactly what information the press worker has on hand, already fact checked and approved by yourself.
This strategy also eliminates the need for PR-specific experts on staff. It’s vitally important for small businesses that growth does not always necessitate hiring new staff or outsourcing work to PR companies. Instead, with a media kit you have access to a simple, effective strategy.
There’s a lot more to running a successful PR campaign than these four tips, but they’re a great place to get started if that’s your goal. Don’t cut yourself short as a small business. Use these tips to reach your full potential and get some good PR today.