What Can PR Do for Your Small Business?

Image by Barkha Mishra from Pixabay

By Tania Zamorsky.

Small businesses can greatly benefit from incorporating even the most basic PR and related communications/marketing strategies into their broader business plan. Here are just a few compelling reasons why:

·         Eyeballs and Ink—If potential customers/clients read something about you that resonates with them or piques their curiosity, they are more likely to give you and your products or services a chance. And when someone is doing their ‘due diligence’ before hiring you, e.g., by researching you online, PR increases the odds that they will find a robust and positive media footprint.

·         A Bright Spotlight—Even in the most competitive markets, PR helps small businesses stand out and differentiate themselves, present their unique offerings, and/or cultivate a reputation as THE go-to, expert (re)source.

·         Conferred Credibility—Ads are great, and should definitely be considered as a possible component of any marketing plan. But self-promotion can often feel inherently suspect. Whether it is a reporter from a trusted media outlet or a client/customer posting a review or a comment, an objective third party communicating about you positively—not because you’ve paid for it, but because you’ve earned it—creates exponentially more trust and credibility in your audience. PR can make this happen.

·         Promotion and Protection—In addition to boosting you up during the good times, PR can help prop you up during the bad. When facing challenges or business crises, PR can be a powerful part of managing those issues and protecting/rebuilding your reputation.  

·         Endless and (Cost) Effective Repurposing—Both your PR efforts and the results you achieve (e.g., positive stories mentioning you) can be endlessly repurposed for your marketing efforts, giving you a very good return on your investment (ROI).

If you're ready to get started exploring some of the specific ways that PR can boost your small business, reach out at bincubate@zamopr.com for a free consultation.

Tania Zamorsky is the founder of Zamo PR & Communications.