The importance of perception—how to upscale your small PR firm

by | Jan 17, 2019 | Public Relations

How people perceive you and your PR agency will play a large part in your future. Whether your business grows or fails will largely come down to the effectiveness of your branding and the perception that your audience builds of you.

Being a small business can be advantageous on occasion, but the fact is that clients will be more likely to trust your company if they perceive you as larger than you are. By putting a priority on perception, every PR company can avoid the chances of losing a client due to size. Here are the easiest ways to project a largeness that you may be lacking.

A more sophisticated website

For many clients, your website is going to be the first thing that they really see from you. That makes it a powerful tool. If your website looks like it was put together on WordPress in about 10 minutes, then you’re not going to have as strong an impact as a professionally designed and well-planned website. Make sure that your website has:

  • Unique design
  • Easy navigation
  • A reflection of your brand
  • Good grammar/spelling
  • Professional fonts
  • Non-generic images

The more professional your website looks, the more professional you look.

Go virtual

If there’s one thing that screams out loud that your business is larger than it is, it’s a PA. Not everyone has the luxury of being able to afford that valuable resource, which is why it’s worth looking at a virtual version. Running a business is difficult, but a virtual assistant is able to take calls, make notes, and even make sales for you. Virtual receptionists are readily available and can do wonders for increasing the perceived size and structure of your company.

Paperwork professionals

Even the greenest and most environmentally conscious company is never going to be able to go 100% paper-free. One of the last remaining pieces of paper that you will have to deal with is in the shape of invoices. These are obviously crucial in order to get paid, but have you considered how you present these vital forms? If you’re just typing them up on Word then your company instantly has a small-time feel to it, and there are easy ways to make a stronger impact. Look online at free printable purchase order template options, and choose a type that reflects your brand. It’s the little things that will improve the perception of your business, and every PR professional should understand just how important perception can be.

Location, location, location

Never underestimate the importance of a good business address. If you have an office-based outside of a city, then your company will automatically reflect that small-time mentality. Ideally, you want your PR business to have an address in the middle of a city. The obvious problem, especially for smaller firms, is that office rentals in city centers can be incredibly pricey. You can mitigate this by relocating to a shared office. These can not only help reduce costs without the loss of infrastructure, but they also allow you to take advantage of the busier city environment. All with a lower ongoing cost and a far more suitable business address.

Get connected

PR professionals already understand that LinkedIn is a valuable business tool, but they fail to understand the need for the impact of perception. It’s vital that those PR companies who have a LinkedIn presence are working on their connections. The more connections that your business has on LinkedIn, the larger you appear to be. This is such a simple and basic strategy that it is often overlooked, and that can be a major blunder in the age of online research.

Demote yourself

As the founder and owner of your PR company, you have no doubt taken great delight in coming up with the best job title. Whether that’s President, CEO, or Big Boss, the fact is that giving yourself the most grandiose job title can limit how big your company seems. Give yourself an immediate demotion, and opt for a more middle-of-the-corporate-structure title. That way, you become part of a larger business machine, and your business will automatically appear to have a lot more levels to it.

Get the details right

Perception is all about the little things, and paying attention to the finer details can make a big impact. Look at areas like your email signature. Is it professional or casual? Always ensure that little things like this are not going to get in the way of your perceived size and seriousness. Your email signature will need to be business-focused, with a full list of contact options and social media links.

The more professional your PR company is, the more trust your potential clients will have in your ability to manage their accounts. Remember to focus on your perception when working on your branding strategy, and your business will look and feel much larger than it actually is.

Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.


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