For most small businesses with limited resources, public relations tend to be overlooked as a viable business strategy.. However, an effective public relations strategy can be incredibly valuable. In many cases, it is a cost effective way of getting your brand out there and building a strong reputation without the expensive cost of traditional advertising.
So, if you run a small business, consider these tips to get the right kind of attention your brand needs – all without breaking the bank:
Find the right people
Journalists are constantly getting emails with story pitches that don’t often relate to their beat. To cut through the clutter, make sure what you are sending their way is relevant to their publication, and what they cover.
Do your research to find out who you should be targeting, and spend time understanding their publication. Reading what journalists are currently tracking and covering is a good starting point in building a media list. Remember, journalists who are already interested in the space you’re in are more likely to publish what you have to say.
Know what the media needs
Sure, your story is important to you, but is it newsworthy? The key to a well-written press release is not imbuing it with flowery language; it’s nailing down a compelling news angle and getting straight to the point. Journalists are often on the go just like you, so go with a punchy headline to grab the journalist’s attention, and keep it short and sweet.
Strike while the iron is hot
Sometimes, tying your announcement in with a timely moment can help give it an extra boost through that connection. If you’re launching a new product, do a bit of research to find out if there are any upcoming events, occasions or even trending topics that are relevant to your product. Use a recent trending topic that is linked directly to features of your business or business model. For instance, McDonalds struck gold with their nasi lemak-inspired burger by launching it ahead of Singapore’s 50th National Service anniversary. A clever spin on a classic dish, the burger was a massive hit thanks to its local appeal and opportune release date. Connecting the two can enable you to tap on that trending issue.
Communicate your expertise
Even as a small business owner, you are still an authority in your field. Communicate that expertise by positioning yourself as an expert in the industry, and build yourself up as a thought leader with a story to tell the media. There’s always a story to tell, you’ve just got to find the right angle to communicate it. The key here is to step out of living and breathing your product. Showing thought leadership requires you to go beyond just how amazing your product is. You will have to demonstrate your understanding on the issues faced by your target audience and how you can solve them.
Make it visual
In today’s multiscreen world, people respond well to visuals. If you’re pitching a story involving data and numbers, putting them into one neat infographic can bring your story to life. You will be surprised at how much a good image can enhance your press release or media kit. It is definitely worth the investment to have a professional come in to take pictures of your products and spokespeople.
Getting your brand off the ground when you’re running a lean operation may be a daunting task, but when done right, an effective PR campaign tailored to the needs of your small business can do wonders – even with limited resources.
Need a helping hand on getting your brand and voice out there? Reach out to firstname.lastname@example.org