After developing quality products and services, one of the best ways to help your small business grow is to seek out media attention. A story in the right publication may help put your company in the spotlight so that many people decide to check it out for themselves. If you are hoping to invest some time in your business’s public relations, consider a handful of tips that may help you get started.
Connect with the right people
Because your company may not yet be well-known, it’s important to develop a winning strategy when it comes to connecting with reporters or other powerful PR figures. Instead of trying to send out an email to every journalist you find online, consider selecting a few that may have an interest in your line of work. A good way to begin forming this list is to stay up-to-date on the stories being posted in relevant publications, taking note of those that feature other small businesses. Once you have some ideas about which reporters you’d like to reach out to, try to connect with them over email or social media.
Know your story
When you are ready to speak with a journalist about one of your small business’s products or services, be sure to think through the answers to a variety of questions. After all, you don’t want to be caught without a response to an important query. For example, how did your business get started? What are its core values? What are your top products and services? What sets you apart from other similar companies?
In addition to answering these questions, be sure to think through any relevant concerns the reporter may bring up. For example, how does your company protect customers’ payment data and other personal information? This would be a good chance to describe all of the cybersecurity techniques you utilize, such as strong passwords and multi-factor authentication.
Involve previous customers
Another way to prepare before giving your company’s story to the media is to ask one of your past customers to share about her experiences with your products and services. This is a great way to gain your audience’s trust, as it provides an inside look into your offerings that is less biased than that of the owner or an employee. Be sure to reach out to a customer ahead of time, looking for a patron who was pleased with his purchase.
Know your industry
Another tip to keep in mind is that it is wise to be informed about your industry in addition to your specific company. This knowledge may benefit your image in a couple of ways. First, it will help you to explain where your business fits in your particular niche and what you have to offer that is unique from other companies. For example, has your product been modified to correct an issue present in similar products? Does your company offer something extra in terms of customer service?
Second, having in-depth knowledge about your industry allows you to be considered an expert in this area. This may encourage journalists to quote or reference you on any issue relating to your particular industry. Being considered an expert will only strengthen customers’ trust in your products and services.
Spread the word
A final tip to keep in mind when it comes to boosting your business’s PR is that you must point as many people as possible to your story once it is published. While the publication has an audience of its own, you may be able to gain additional attention for the article by sharing a link to it on your website or through email or social media.
Making a name for your company often takes time, but you may be able to speed this process up through your PR efforts. By connecting with a journalist and sharing detailed information about your business and your industry, you may give your company what it needs to continue growing.