When you’re starting or running a small business, chances are that PR is one of the last things on your mind. Either you don’t think you have the budget for it, or you just don’t know how important it is, but many small companies tend to overlook or neglect this aspect of their business, often times to their detriment.
As a small business that has lots of bills to pay and a tight budget, you may be wondering why you need to invest in PR. Well, there are loads of reasons, but these are three of the main ones.
As a small business, generating revenue is one of the primary concerns starting out. In the early going, you have to do whatever you can to make more money so that you can grow your company and get on the path to profitability. Well, one way to help boost your leads and sales is through great PR. Public relations efforts can be incredibly influential and rewarding so long as they are able to get your business mentioned in a reputable media outlet. When people are referred to a business through a publication that they know and trust, they’re much more likely to seek out that business than if they were to come across a regular advertisement. These days, most business comes from word of mouth recommendations and social media, and people are simply looking past advertisements. A great PR campaign can help get your name on large sites and publications and get people talking about you for a long time to come, which will ultimately help drive more traffic to your business and produce more sales.
As we mentioned previously, consumers these days are more reliant on word of mouth recommendations and are much more likely to do a hefty bit of research before making a final purchase. That’s why building credibility and a positive reputation is an invaluable asset to your business, and something that can be achieved through a solid PR campaign. It’s important to remember that PR and advertising are two different things, and that consumers are much more likely to see a business as credible and relevant when they see it mentioned in the media rather than in an advertisement. In a time when advertising is becoming more expensive and less effective, PR is a cheaper and proven method to building a reputation and fruitful relationships with customers.
PR makes it much easier to hone in on your target market and get your message in front of the people that will care about your business. Think of it this way—a good PR campaign is like using a sniper rifle while traditional display ads are more like birdshot. With a good PR campaign you can identify the types of people that are likely to do business with you, and try to get your company’s message in front of them instead of others who would be uninterested. Not only is this approach cheaper than buying advertisements, but it’s much more effective—two things that every small business should aim for.
Whether you’re just starting your business, or you’re looking for a way to bring new customers to your existing one, it’s advisable to look into implementing a PR campaign. There are many ways to go about doing this as well, some that are less expensive than others, and some that may be a better investment down the road than others. You can do some research and hire a PR firm to get you the coverage you want, or you can try to learn how to do it yourself and attend PR-focused events like the PR Summit Conference. Either way, having a solid PR strategy will benefit your small business now, and even more so in the future, so it’s wise to invest in your public relations.