5 Reasons PR Is Your Small Business’s Ticket To Success

As a small business, you’ve tried different strategies to make your brand better. However, it’s common to forget how important a public relations strategy is, especially when combined with a marketing strategy.

 Public Relations(PR) plays a big role in your success, as it is the key to building trust and making your customers come back to you, time after time. According to a recent survey by the Content Marketing Institute, 70% of consumers prefer learning about a company through articles rather than self-promotion.

And that’s just the beginning. There are many other reasons why PR can make all the difference for your business, as long as you implement it properly.

Curious? Let’s get into it!


Why Should I Invest In PR?


  • PR helps you build relationships:

With public relations, you can create and maintain relationships with important stakeholders that will promote your business. These stakeholders can range from journalists to influencers, and what they do is create original content about your small business. 

Through this content, potential customers find your brand trustworthy and are more likely to purchase the goods/services you sell. For example, if you sell clothes and an influencer makes content around your products, their community will likely patronize you and keep referring you to their network. External validation makes all the difference.


  • PR confirms your business’s credibility:

Credibility is an important factor every business must have if they intend to survive in the market. Without a good reputation, it is difficult to achieve success in this digital world of ours. PR comes to the rescue as it helps you build up a good name through your business relationships.

This is quite simple. If news websites write articles on your small business or publish your press releases, it is a signal to readers that you’re an authority in your industry. This positive coverage will, in turn, attract new customers and partners.


  • PR boosts sales:

Since establishing relationships gives your small business more awareness, it inevitably means that you will make more sales. More people are interested in what you offer and if you convert them into paying customers, your business is set for success.

One way in which PR easily improves sales is when reputable sites create backlinks to your website. Apart from giving your website more views by users of those websites, it will also help your website rank higher and get discovered by more people. A study by the Economist Intelligence Unit found that companies that invested in PR had a 12% increase in sales.


  • PR reduces your advertising budget:

Advertising your products can be a bit on the high side, even if it is effective. However, combining PR and advertising means that your reputation and credibility will bring the majority of your customers, while advertising would just be used to communicate the benefits of your product.

Small businesses need every dollar they can get, and investing in long-term relationships is a good way to get results and save money simultaneously.


  • PR is a good strategy for crisis management:

Even if a business does everything correctly, there is always a possibility of crisis either by market situations, customer complaints or company culture. You can be two steps ahead through PR as your media relationships can help you maintain your reputation.

You can even prevent impending crises, especially when your contacts always drum up good publicity for you. This means an employee scandal or a customer complaint won’t lead to the downfall of your small business.


How Can I Use PR?

Navigating your PR strategy might seem difficult at first, but you don’t have to do it all alone. You can start by creating a simple plan to start building publicity for your brand. It is important to note that you have to do these activities consistently over some time if you want to see results. 

First, you have to research your industry and clarify your brand values and goals. This will help you know the right people to meet, as well as the methods to use for publicity.

After, establish who the target audience of your small business is. This will help you to ascertain their needs and communicate with them appropriately: i.e. through pop-up events or influencer marketing. 

The next step would be to create your brand narrative. This has to be carefully done as it determines how the general public sees your business. Your brand narrative would be distributed to your stakeholders like journalists, and influencers; who would share it with their audience.

The final step would be to measure the impact of your publicity efforts. Implementing a strategy without tracking it reduces its effectiveness as you do not know whether the strategy is working or needs to be tweaked. For example, if you run a social media campaign or do a community outreach, you should track its impact to see that you’re getting the desired results.

Following all these steps can change the trajectory of your small business and grow it to the point where it isn’t so small anymore. PR is a powerful tool small businesses can use to get to the next level. By following the tips above, you can start using PR to build brand credibility, and ultimately achieve success in a reasonable amount of time.


 Nevertheless, if this process seems too much for you, you can outsource to a PR agency like Punctuate, who’s committed to being your growth partner. No matter how you choose to do it, PR is an essential investment for any small business that wants to grow and succeed.

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