All businesses need PR.
The key to successful Public Relations is, without doubt, relationship building.
Small businesses, particularly start-ups, need to build a strong relationship between their company and a wider audience. This will build brand credibility, showing value in your product or service.
As business owners, we need to build a strong community and culture around our brand and PR activities help accelerate your brand awareness and impact.
Let’s look at my top 9 ways to gain positive PR for a small business:
- Traditional Media features
- Digital Media Features
- Guest Speaking at events and workshops
- Hosting an event
- Being involved with a charity or philanthropy opportunity
- Sharing testimonials and case studies
- Educating – passing on your knowledge
- Podcast Guest Speaking
All the above suggestions are low cost or free therefore this is really no excuse for you not to pick 2-3 of the above list to explore and implement. Maybe some you can tick off already?
Let me break a few of the above suggestions down for you.
Traditional Media Features
Traditional media is still the most credible news source, essential for conveying brand messaging. It’s instantly recognisable and carries an incredible amount of authority.
Most consumers still like and trust traditional advertising more than digital advertising.
Digital Media Features
Being featured in some reputable digital media network is also essential in building your credibility. It makes you more visible, it gives you a more robust support network, and it builds your social skills and confidence.
Aim to have as many features as much as possible. The more features to a reputable network, the more people will feel that they can trust you.
Guest Speaking at events and workshops
The question is, what makes speaking engagements the most effective PR boost and marketing technique?
Whether you want to establish your relationship or your brand, guest speaking engagements are an effective way to do either.
The secret to a successful speaking engagement is to deliver an educational experience that will stand out to other speakers in the room. Deliver content that will showcase your expertise in your audience’s pains and desired gains—highlighting proven solutions to most shared problems. If you’ve had success with some of your clients, pitch your success story. Audiences who can relate will turn event participants into followers and, over time, clients. Speaking engagement can also deepen your relationships with clients and partners and eventually with all your audience.
Hosting an event
Hosting an event, no matter how big, is a great way to build relationships, and it doesn’t have to be expensive! Think of a picnic at the park where you can invite existing plus new customers or ask current customers to bring a plus on that might be interested in your services. Alternatively, host a free online event. This could be to launch a new product or provide education around a new service. Allow people to register and attend for free to hear you speak and share your passion. The key benefits of hosting an event include gaining new emails and building relationships and community.
Being involved with a charity or philanthropy opportunity
Volunteering your time to support a passionate cause is something you will never regret. It will enrich your life, familiarise you with your community, and connect you to people and ideas that will positively impact your perspective for the rest of your life. You may also get the chance to network with other people.
There are so many important causes out there that always need volunteers to support their work. Whether you’re passionate about advocacy, animal rights, or helping the homeless, you can find a valuable way to donate your time. Many towns and cities have community centres, which can be a great place to find opportunities to give back
Sharing testimonials and case studies
Instead of “taking your word” for it that your product or service is going to impact their lives positively, it lets potential customers hear from other real customers.
Your potential customers don’t just want to know that you can solve their problems – they want to know that your product or services are better than anyone else’s.
This makes testimonials an essential goal of your marketing materials to build as much trust and credibility as you can using testimonials.
Educating – passing on your knowledge
Being an educator plays a vital role in creating a more profound and emotional appeal for your branding. Sharing your knowledge with other people makes them feel important. Try offering a free webinar occasionally in exchange for their email. After all, those who enjoy learning can find so much joy in sharing that passion with others.
Podcast Guest Speaking
No matter the industry, hundreds of listeners are targeting the exact topics your audience is interested in, which can give you an opportunity for you to be the expert they want to hear from. Having an intimate conversation on relevant topics from your point of view allows listeners to feel like they know a CEO or top business leader from your brand. Highlight your expertise and build respect within the community.
Being visible and getting noticed is one of the many advantages of networking. Attend business and social events and people will begin to recognise you and your brand. Networking can help you build your reputation as a knowledgeable, reliable and supportive person by offering helpful information to people who need it. Remember, you are not just gaining exposure to the people around you; you are building connections with their network, too! If someone they know needs something that matches your services, you will likely get a referral if you have made a great impression.
Publicity makes your business stand out.
Media gives your business credibility.
Opportunities build relationships.
– Nikki Milne
Without publicity and an earned reputation, a business may have a hard time growing and thriving beyond its small network. PR is a strategic move forward which enables us to continue to grow.
Learn more about free and affordable PR & Marketing ideas at www.nikkimilne.com
Nikki Milne is a Business Chicks member and has a community of over 70,000 followers on Instagram @nikkimilne_ @theperthcollectivepr. Become a member today!