How to Manage PR For Small Business
PR For Small Business
It’s impossible to overestimate the value of a good public relations plan. If you skillfully execute PR for small business, you can see stronger results for a fraction of the cost of advertising. While corporate PR can boost the national awareness of new products, corporate branding and national awards, local PR focuses on driving sales through cause-related marketing and special events. To get your PR program up and running:
- Define your goals. A good PR program can build goodwill in the community and create a public image for your business that will boost your reputation. In some circumstances, it can lessen the impact of negative publicity you’ve already received, or maybe assist you in introducing a new service or product to the community. To design your PR plan, you must define your purpose and set goals that will help you achieve the desired end result.
- Develop a schedule for your public relations campaigns. Time your PR plans to coincide with your other marketing and sales efforts.
- Join the local Chamber of Commerce. Chamber of Commerce members receive exposure through publications, directories, mixers and website listings. Being a member puts you in the loop about needs in your own community and can put you in touch with new business contacts.
- Create a media list of small papers in your market and develop contacts. Also, decide how you will get your message to the public. Will you use press releases? Articles and interviews? Will you sponsor charity events? Customer testimonials and letters to the editor can work on your behalf as well.
- Get to know local reporters. Local reporters can be strong allies, and you should inform them of your public service initiatives and events.
- Use cause-related marketing to promote your location. Cause-related marketing is a way to give back to your community through events like a canned-food drive for your local food bank or a toy drive for charity. This kind of marketing brings you local coverage, which draws positive attention for your business that can generate sales.
- Plan and promote events using a “see, say, solve” approach. When planning an event for the media to attend, make sure there’s something visual (see) that would make journalists want to take a picture or record video for the evening newscast. Appoint someone articulate and engaging to speak on behalf of your business (say). Demonstrate that your business can provide solutions to a real need in your community (solve).
As a business owner, you are in a unique position to make an impact on your community. People hit hard by tragedy or circumstance can stand to benefit from your company’s involvement. In addition to positively affecting people’s lives, the exposure you will receive through these efforts will help your business profit from positive public relations.
What other advice would you give business owners about running a local PR program? Answer in the comments below!
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Thank you, you’ve just given me some great ideas on how to start our PR in our local market. Please keep these ideas coming.
Joe Ramos