Small Business PR Trends in Your Favor

Along with helpful tutorials and funny memes, the internet brought a boom of e-commerce businesses. It really doesn’t matter how big or small your business is, if you can get online, you can reach the world market. Now is the time for small businesses and local makers to shine in the limelight.

But, and it’s a big BUT, I see small business owners shirk away from trying a little PR because they don’t think their business is legit enough to make it in the media.

The thing is, the media is on your side. I’ve been watching PR trends change, especially over the last few years that really put small businesses at an advantage for earned media placements. 

If you want to learn how to get media placements, check out my PR resources for small business owners. Hint: You do NOT need to tens of thousands of dollars to a PR firm. 

And for right now, let me explain why it is the best time for small business PR. 

Your mission matters to the media

Like the selfie stick or the avocado slicer, some of the best products were invented to solve a small, everyday problem. As a small business, your mission was most likely inspired by something personal to your own life.

You’re connected to your community and can actually see the difference your product or service is making. The media is intrigued by your direct impact. Do you give back to local nonprofits? Or does your team also volunteer together? 

There are lots of publications that want to hear about why you do what you do. Making a PR pitch based on your mission is a great way to showcase your brand. 

Affiliate marketing is a win-win in PR

Not only does your brand have new, engaging stories to offer media outlets, it can also be part of a profitable partnership known as affiliate marketing. If you’re selling your products online, especially on sites like Amazon, Target, Walmart, Etsy, or Shopify, digital media outlets can earn revenue by helping you sell more.

The way affiliate marketing works is that online retailers and platforms pay digital media outlets a commission for every sale that comes from their site. If you already have or are part of an affiliate program, this gives the media another reason to feature your brand. 

Of course, if you aren’t participating in an affiliate program — no sweat. You can still make an interesting pitch based on your brand’s other merits

You are the expert on your small business’s brand 

I was just talking with an editor from a national publication at an event earlier this summer who said she loves hearing from small business owners. Do you know why? Because they have something the large corporations don’t — passion! 

Your business is close to your heart, it’s personal, and you know the ins and outs everything your business is about, which makes your story fascinating. 

So, the time to make PR a priority for your small business is now. You’re in a market that is #trending and the media wants to hear all about your journey. 

Rebekah Epstein