10 ways you can use PR to promote your small business

Small and medium-sized enterprises (SMEs) are the backbone of the economy, contributing significantly to job creation, innovation, and economic growth. While SMEs often possess unique products, services, or ideas, they may struggle to gain visibility and traction in crowded markets dominated by larger competitors.

This is where public relations (PR) can really help. PR plays a crucial role in helping SMEs to raise brand awareness, improve credibility and trust, protect reputation, boost online visibility and help acquire and retain more customers.

As a specialist PR agency, we understand the power of public relations in elevating your SME's brand presence, reputation, and ultimately, its bottom line. Whether you're a budding startup or a seasoned player in your industry, integrating these 10 PR tactics can significantly bolster your business growth and success.  

Think about your PR strategy:

Before any PR begins it’s important to think about and develop a comprehensive PR strategy. Thought needs to be given to your business and communication objectives, your target audience, your competitors, your key messages and unique value proposition, your target media and so on. This ensures that every communication resonates with your audience and drives tangible results.

Optimise your website:

Again, ideally before PR begins, it’s important to make sure your website is set up effectively from an SEO perspective - so when you start to acquire authoritative links from PR activity it’s going to make a real difference. Invest in link-building strategies to improve your website's ranking and domain authority – digital PR can help here.

Create compelling media content:

Remember PR is not advertising. Your PR content needs to tell a story that resonates with your target audience. It should ideally offer advice and unique content that helps to solve a problem. It shouldn’t read as an advert for your business and its services. Embrace creativity in storytelling and leverage visuals to enhance engagement.

Get to know the media:

‍It’s important to develop strong relationships with the media to understand the types of stories they like to tell and the articles they tend to write. This is where the help of a PR agency / PR consultant can help as they liaise with journalists on a daily basis and have the knowledge and understanding needed to craft a compelling pitch.

Engage with influencers:

Tap into the power of influencer marketing to amplify your brand's reach and credibility. There are a whole host of business influencers out there who are willing to collaborate and promote your brand. It’s key to do your research to find influencers that complement your business and will create authentic content that resonates with their followers.

Utilise podcasts:

Podcasts are a great opportunity to position your business and its leaders as thought leaders. Many media publications run their own podcasts so it’s important to try and target these as they’re likely to promote it on their social channels and in their publication – again helping to expand your reach.

Attend industry events or host your own:

Numerous industry events take place throughout the UK that provide PR opportunities for small businesses. As well as being able to showcase your products and network with key stakeholders, these events also provide opportunities to meet journalists and discuss potential articles with them. You could also consider hosting your own events to attract the attention of journalists and customers alike.

Pursue awards and accreditations:

You can help position your small business as an industry leader or “one to watch” by pursuing prestigious awards and accreditations. Many media titles run their own awards, so by entering you are likely to achieve coverage in their publication. PR agencies and consultants can help draft compelling award entries that highlight your achievements and innovations, so you can focus on running your business.

Utilise social media:

Leverage relevant social media platforms to engage with your target audience (and journalists). Consistency is key here and you need to make sure your content aligns with your brand. PR content and coverage can be promoted via these channels for an integrated approach and to expand reach.

Measurement is key:

Continuously assess the impact of your PR initiatives through comprehensive monitoring and measurement. Utilise Google Analytics and SEO tools, such as Majestic SEO, to discover the impact PR is having on your brand and online visibility. By evaluating the effectiveness of your PR strategies, you can know what works and what doesn’t and can adapt them accordingly to stay ahead of the competition.

In conclusion, effective PR is indispensable for SMEs seeking to thrive in the competitive business landscape. By implementing these 10 PR tactics, you can elevate your brand awareness, credibility, and boost sales.

If you're ready to unlock the full potential of PR for your small business, reach out to us today. We will take a brief and discuss how PR can help your brand.

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