After years of working with small businesses to manage their PR, we've developed our own management systems to make PR easier and more effective. But along the way, we've learned these top 6 pieces of PR advice for small businesses:
Build relationships with media outlets. The biggest hurdle most small businesses need to overcome when trying to do PR on their own is having existing relationships with media contacts. It's much harder to pitch yourself to a media outlet without an existing rapport with a media contact.
Have a good story to tell with a unique hook. Small businesses often feel like they can't get media coverage because they're not well known but this can often be an advantage because media outlets are always looking for something unique. Make sure you have a great story to tell that's worthwhile for a media outlet to feature.
Be prime-time ready. Media attention needs to be followed up with great customer service, product delivery, and a polished online presence.
Have a plan and stick with it. Small businesses often stop after a few rejections, despite that most PR campaigns have more nos than yesses.
Manage your media contacts well to avoid missteps. Make sure you know who you've pitched to, deadlines, and editorial calendars to avoid missing your opportunity.
Follow up, follow up, follow up. Media outlets are very busy and often overlook pitches or pitches get lost in the shuffle. Following up is key to small business PR success.
If you're ready to do PR for your small business but don't know where to start, schedule a free initial consultation to find out how to get started.