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What Small Businesses Can Do to Help Their Public Relations

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First impressions are important, but lasting impressions are what make businesses successful. In today’s dynamic business landscape, where competition is fierce and consumer expectations are constantly evolving, small businesses such as self storage Vancouver, self storage Victoria, GA4 consultant, or corporate video production Vancouver, must seize every opportunity to thrive and stand out from the crowd. 

Public relations (PR) is the difference between being overlooked and reaching new heights of success. PR isn’t just for large corporations with deep pockets — it’s a game-changer for businesses of all sizes that drives sales, boosts marketing efforts, supports their growth, and unlocks new avenues for business development.

PR as Business Support

PR plays a pivotal role in providing support, offering a range of benefits that extend beyond traditional marketing and advertising efforts. For a small business, every decision counts, and resources are often limited. Having a robust support system is crucial for sustained growth and success. 

When starting out, your initial ambitions as a small business owner often stays within your local boundaries. PR can help you expand regionally, nationally, or even globally, acting as your guiding compass. By strategically positioning your brand in front of a targeted audience with specific outlets, you can generate positive media coverage and foster relationships with key stakeholders. 

PR helps you build a reputable and credible foundation by enabling your small business to shape and control its brand narrative, allowing you to convey your unique value proposition and differentiate yourself from competitors. For example, a travel blogger who wants to both share her travel stories and offer insight on how to become a travel blogger offers a unique service that she’s been building from years of experience. Through targeted media outreach, thought leadership initiatives, and community engagement, PR can establish trust, credibility, and a positive brand image, leading to increased customer loyalty and support. 

Every successful business relies on strong relationships with everyone from employees to customers to media representatives. PR acts as a bridge, connecting your business with these key stakeholders and facilitating meaningful interactions. By crafting compelling stories, PR relationships can help small businesses achieve their goals, whether local or global.  

PR is a Swiss Army knife

PR is a multifaceted toolkit that empowers small businesses to craft compelling narratives, shape public perception, and secure a competitive edge in their respective industries. Whether you’re a tech start-up, a scientist who discovered the cure for seasonal allergies, or a small travel blogger, PR can be tailored to suit your unique goals and beyond. 

PR as a Sales Tool

By strategically leveraging PR tactics, small businesses can create buzz around their products or services, captivate their target audience, and ultimately convert leads into loyal customers. PR can help cut through the noise and establish a strong presence in the market. Through media coverage, press releases, and engaging storytelling, PR efforts can generate brand awareness and recognition. 

Placing your company name in reputable outlets — versus only using advertisements — helps increase brand loyalty. Seventy percent of consumers prefer to learn about a company through research, rather than just viewing an advertisement. Strategically placing your brand in front of your target audience allows you to increase the chances of staying top-of-the-mind when customers are ready to make a purchase. 

PR as a Marketing Tool

PR strategies and marketing tactics go hand-in-hand when increasing brand visibility and engaging target audiences. Marketing focuses on selling, whereas PR focuses on building relationships. Merging the two helps create compelling ads that don’t feel like ads. 

PR opens the doors to extensive media channels — both traditional and digital — providing opportunities to engage with your target audience. Through press releases, media pitches, and media relations, small businesses can secure coverage in newspapers, magazines, online publications, and influential blogs. 

For example, a small mom-run business that helps children with communication can be featured in reputable local and national mom blogs, as well as local newspapers, to garner interest and credibility. Pairing that with the company’s social media offers a powerful avenue to engage directly with its audience, share updates, and participate in meaningful conversations. 

PR as a Business Development Tool

In the ever-evolving business landscape, small businesses must constantly seek new opportunities for growth and development. PR helps set small businesses in front of strategic partnerships that complement and benefit each other. 

By leveraging PR tactics, such as joint press releases, co-marketing initiatives, or collaborative events, businesses can expand their reach and tap into new customer segments. For example, a new boutique hotel can partner with a tequila company and a pool float company for a special summer event. Normally, the two companies wouldn’t cross paths, but joining the hotel’s event allows them to expand their customer reach. 

PR can also help small businesses connect with influencers and industry thought leaders who can sway public opinion and impact customer behavior. PR efforts help establish and nurture these relationships, putting small businesses in front of new audiences and attracting potential investors as well. 

In a world where attention spans are short and competition is intense, small businesses cannot afford to overlook the power of PR. It is a transformative multi-tool that can propel them toward their growth aspirations, elevate their brand reputation, and unlock a wealth of opportunities. 

The key to success is integrating PR into the overall business strategy. Aligning PR efforts with sales, marketing, and business development allows small businesses to create a cohesive and impactful brand presence. 

Monitoring and measuring PR efforts enable continuous improvement and optimization for long-term success. Small businesses should embrace the potential of PR and watch their business reach unprecedented levels of success.

About the author


Mark Kaley

Mark Kaley has more than 15 years of experience consulting with large and small businesses, providing them with management, marketing, and public relations services. Since joining Otter PR, he has had massive success with his clients, landing them placements in top-tier outlets including CNBC, Yahoo! News, CBS News, Time, Wall Street Journal, Marketwatch, US News & World Report, Investor’s Business Daily, Tech Crunch, Tech Target, Bloomberg, Insider, Spectrum News, Miami Herald, The Street, Charlotte Observer, Forbes, and Fortune.