A modern PR approach for small business
PR is vital to the success of every business, big or small. Whether you use a professional agency (like All Seasons Communications), or take a DIY approach, you need a creative and effective PR plan.
Social media has made it easier for small businesses to get the attention of editors and reporters within the expanding definition of media. No longer is media limited to traditional news outlets. Now there are influential bloggers, YouTube influencers, online publications and podcasts that can be harnessed to help promote your business. Here are a few tips to get started.
- Tell a story
The surest way to get a reporter, blogger or editor to write about you and your business is to get his or her attention, and the way you do that is with good storytelling. You won’t get coverage for just being a successful small business, a new one, or a growing one. Focus instead on what is unique about the business, whether that’s the product or service you offer, the culture you’ve built, the problem you solve, the way you hire, how you give back. Topics like that offer an enterprising reporter the opportunity to report on something truly new or of human interest.
- Be a resource
One way to get mentioned in the media is to promote yourself as an expert in your industry. For instance, if you own an RV dealership, create a helpful “getting started” checklist for those new to camping. Send that out in the spring to travel and leisure reporters at newspapers, magazines, news wires and other publications, so that when they are doing a camping story, they may quote you as an expert. Check out services like HARO (Help a Reporter) that allow journalists and bloggers to connect with you as a resource of information. Once you sign up, HARO sends queries from journalists—looking for sources for stories—throughout the day. If any of the queries match your expertise, you can respond directly to the journalist and, possibly, be interviewed for the story.
- Give back
As a small business, giving to the local community and participating in charitable events creates communication channels, builds trust, amps the company’s brand, and integrates you into local community. The primary focus of this should be finding a charity that resonates with your business. Sponsor an event, operate booths at local fairs or festivals, participate in fundraisers, or even create fundraisers through fun social media challenges just like the ice bucket challenge for ALS. With a bit of effort and planning, even a small business can keep up with the changing world of modern public relations, and get your share of the media’s attention.
All Seasons Communications is a small, full-service agency that gives free quotes to any business, and doesn’t require long-term commitments. Services include advertising, public relations, website development, photography, branding and logos, publishing, radio and TV production, and more. For more information, visit