How a PR Strategy Changes Your Small Business for the Better

“Change” is one of those words that evokes both fear and excitement in people. Even though the world is constantly in motion around us, it’s easy to get stuck in our own routines. 

But when we ignore new opportunities, we miss out on the potential for growth. As a small business owner, it’s up to you to embrace change and keep the gears in motion for your business’s success. 

Having a PR strategy is just one way you can bring in positive change. It offers you an avenue for putting your brand name out there and build new connections. Below are just a few ways I’ve seen PR change a small business. 

PR exposes your business to new audiences

Picture your favorite local restaurant. Since it’s your favorite, you’ve probably been there multiple times. You know the colors of the walls, the regular menu, and are most likely on a first name basis with the people who work there. 

Now think of the last time you brought someone from out of town to that same place. They were probably excited by the fresh decor, new faces, and saw so much potential with the menu options. 

Running a small business is not only taking care of your regulars, who you want to see come back again and again. It’s also keeping your doors open and introducing yourself to newbies. PR is one way you can do this without walking around your city passing out fliers or waiting for your current customers to spread the word. 

The media has a much broader reach than a small team’s network alone. You never know who you’ll connect with when you share your brand story with new publications.  

Your small business gains solid credibility

As I mentioned in a previous blog, the media is always looking for a good story to tell. When the story of your business is featured out of thousands of others, it shows that you have something worth writing and reading about. 

Whether that’s an innovative product or an intriguing background, the reader now sees your brand as noteworthy. Your story infuses emotion and humanity into your business. Both of these elements create a memorable experience for potential customers. Plus, you now have the name of a credible publication backing you up. 

New opportunities are on the horizon

New revenue streams, new markets, partnerships and more can help you grow your business. Sometimes opportunities open because you go out and get them. Other times, opportunities come to you. 

When your business gets a media placement, the combination of the credibility boost and wider exposure can attract new opportunities. I don’t want to overpromise results, but I’ve seen it happen for my clients in incredible ways. For example, a local doctor got national media placements that opened new opportunities to serve a national audience. I recommend reading his small business PR case study to learn more about this. 

Speaking opportunities give you a voice

Public speaking may not be the first thing you think about when launching a PR campaign, but trust me, it’s a great way to establish yourself in your field and offer more credibility to your business. 

One of the things I personally enjoy about speaking opportunities is the chance to connect with my audience in person and learn the questions that are most pressing for them. The chance to speak often comes after the head of an organization has read about you in a media publication. So don’t be afraid to put yourself out there!

Media placements lead to more media placements 

Once you do achieve your first media placement, you become part of that publication’s network. Other publications might also read your article when searching for more information about your industry. This makes it more likely you will be called on again for an interview, quote, or feature in the future. 

This happens to me all the time. I wrote some articles a while back for some online outlets and people still reach out to me asking if I can write something for them. That is why I feel like it is important to take on media opportunities large or small because you never know what doors they might open. 

The best advice I can give you is to embrace change and start small. Sending out even just one pitch a day can help get your name out there. 

When you’re ready to learn more about PR, head on over to my shop to see what resources are available for small businesses!

Rebekah Epstein