Everything you need to know about PR – Small Businesses Edition

'Advertising is what you pay for, publicity is what you pray for’ - Helen Woodward

But why pray for it when you can make it happen? In this blog, we’re going to explore the meaning, power and importance of Public Relations (PR) – arguably the most crucial component of the marketing process. We’ll also provide tips on how you can generate it for your own business!

What is PR?

First things first, let’s define PR. I’ve found the best way to do so is by comparing it to advertising - something everyone is familiar with.

In advertising, a brand promotes its own product or service. Whilst in PR, a third party (journalists/the media) turns positive brand messages into positive brand stories. Ultimately, protecting, enhancing or building its reputation.

Compared to advertising, PR is far more cost effective as it is earned rather than paid for. Simply put, if you pay for an advert it will definitely make its way onto a billboard or TV, however in PR there’s never a hundred percent guarantee that your story will make the headlines. Here, you need to CONVINCE the media why you deserve to be talked about.

Why is it Important?

Well, why do we read reviews before making online purchases? Because they’re credible and come from an objective source. Similarly, PR increases brand credibility as it comes from a third party. It convinces the skeptics and provides them with the verification they need before they invest their time or money.

Effective PR strategies prevent problems. By being on top of what’s being said about your brand and by monitoring your socials, you can avoid (in the worst of cases) potential lawsuits. Especially if you are a small business, one upset customer can put a dent in your brand credibility.

How can You Generate Positive Publicity for Your Small Business?

The great thing about PR is that you don’t need a lot of cash. Bill Gates himself said, “If I had one dollar left, I would spend it on PR”. But sometimes, you don’t even need one dollar. What you do need is the ability to build connections and network with the right people (whether that’s online or at events - it’s up to you).

- Post exciting or interesting news about your business online, whether that’s Twitter, LinkedIn or Facebook. Remember, if your stories are good enough they will be spoken about!

- Moving offices? Got a new HQ? Supporting a good cause? Hiring a new executive? Collaborating with an influencer? Send out press releases to relevant journalists so they can let the world know!

- Participate in social media challenges and post videos – you never know what could go viral!

- Finally, be friendly, be chatty and be consistent with your values both online and offline

As long as you stay true to yourself and your brand, positive PR will undoubtedly come your way!

Bela x