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Public relations (PR) isn’t just a communications tool for big corporations. PR is a vital part of every company’s integrated marketing strategy<\/a>.<\/p>\n Public relations (PR) is a strategic communications process that influences, engages, and builds positive relationships that shape public perception and highlight the best aspects of your business.<\/p>\n <\/div> PR offers benefits that differ from other types of marketing initiatives<\/a>. For example, paid advertising can generate leads for your products or services<\/a> but won’t build trust and credibility for your business.<\/p>\n PR can help your small business create trust and credibility, build legitimacy, and grow faster.<\/p>\n PR can also help you handle a crisis<\/a>.<\/p>\n So, whether you’re working on a business plan<\/a> and starting a new business<\/a>, or looking to grow an existing business, consider how PR can help you scale that business.<\/p>\n Most small businesses’ challenge is creating impactful public relations initiatives without a big PR budget.<\/p>\n Fortunately, there are many low-cost ways for small businesses to engage with their public.<\/p>\n <\/div> Every small business has a story to tell.<\/p>\n Why did you start your business? What motivates you to keep going? What is your “why?”<\/p>\n People have been telling stories about fires ever since there were people who could start fires.<\/p>\n People love stories.<\/p>\n So, if you’re looking for an excellent way to relate to people (your audience), a story is a great way to do it. Share your story on your website, in a blog post, in podcast interviews… anywhere you find an opportunity.<\/p>\n But, to share your story, you have to know what it is<\/a>.<\/p>\n So, take the time to figure out your brand origin story and any other stories worth sharing about your business. Then write your stories out so they’re ready to share whenever an opportunity arises.<\/p>\n Google Alerts is a free service that notifies you anytime keywords of your choice are mentioned online.<\/p>\n Use Google Alerts<\/a> to notify you anytime your brand name appears online.<\/p>\n Monitoring what’s being said about your company helps you understand how your business is perceived. It’s a diagnostic tool. And knowledge is power.<\/p>\n Once you set your Google Alerts, they run continuously in the background. You don’t need to do anything else until you know your brand has been mentioned.<\/p>\n Then, you can make course corrections to counter negative perceptions and\/or assess the positive impact of your PR efforts.<\/p>\n Build a stronger brand with our free guides. Get actionable insights to define your brand\u2019s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.<\/p> Build a stronger brand with our free guides. Get actionable insights to define your brand\u2019s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.<\/p> Build a stronger brand with our free guides. Get actionable insights to define your brand\u2019s unique voice, understand your market, and stand out to customers. The guides are concise, actionable, practical, and tailored for the busy entrepreneur.<\/p> Your community is a source of support – if you tap into it.<\/p>\n That’s true for both individuals and local businesses.<\/p>\n Connecting with the people in your community is a great PR tactic (even if your business is entirely online). Building strong connections with the people who have a vested interest in your success is always worthwhile\u2014the other community members.<\/p>\n Participating in local events, supporting other businesses in your area, and doing charitable work in your community will help you build positive relationships and make good impressions.<\/p>\n Now, grassroots efforts like these aren’t scalable. But that’s okay.\u00a0 While scalability is important, grassroots efforts don’t need to be scalable to be impactful.<\/p>\n The relationships you build in your community will likely generate some of your most vocal advocates. And word-of-mouth promotion is worth its weight in gold.<\/p>\n Every small business should have a media kit.<\/p>\n A media kit is simple to assemble and can serve as a PR ambassador for your business 24\/7.<\/p>\n So, what goes in a media kit? And what do you do with one once you have it?<\/p>\n A media kit should include some of the following elements that showcase your brand identity<\/a>:<\/p>\n If your business is tight on funds, you may be concerned about how you will pay for professional photos. But don’t worry. While professional images are best, well-lit amateur shots will work, too.<\/p>\n Your media kit aims to provide journalists, bloggers, and other content creators with resources to present your business accurately and professionally.<\/p>\n So, make your media kit available for download on your website. Create a dedicated media page with a link to download it and an email address press members can use to contact you.<\/p>\n When your media kit is available for download 24\/7, it works for your business even when you’re not.<\/p>\n Press releases are a quick, direct way to communicate with local media outlets.<\/p>\n A press release is a short news announcement you (or someone on your team) write and send to local news sources.<\/p>\n News outlets are always looking for stories. By distributing press releases, you’re helping your business and the publications and broadcasters who need fresh content.<\/p>\n If you don’t have experience drafting press releases, you can easily find press release templates<\/a> to help you get started quickly.<\/p>\n So, when is it appropriate to send a press release?<\/p>\n Consider writing a press release when you’re:<\/p>\n Create a list of press contacts at local newspapers, news channels, and radio stations. These contacts should always be included when you distribute a press release. A media contact database<\/a> can help you keep your media contacts organized.<\/p>\n Create a list of social media influencer contacts, industry bloggers, and national trade association publications for more significant news. Send press releases to your local and digital contacts, or to free PR sites<\/a>, if your news impacts more than just your local community.<\/p>\n For tips on writing press releases, check out this article<\/a> from HubSpot.<\/p>\n Social media is a free PR tool.<\/p>\n Facebook, Instagram, and Twitter allow you to engage with your audience directly. And your interactions remain an active historical record that anyone can see.<\/p>\n That means the hard work you put into creating authentic positive engagement lives on as proof of your brand’s good citizenship.<\/p>\n It also means that any missteps are immortalized in public. So, be sure to think before you post.<\/p>\n But, beyond creating positive engagement with your followers, you can also proactively build relationships with influencers<\/a> in your industry.<\/p>\n Influencers are content producers who generate large groups of followers. They’re generally experts in a niche topic for which they have a strong passion. Their passion inspires their followers.<\/p>\n Spend time investigating the influencers in your field. Reach out and get to know them (in a low-key, non-stalker, non-sales way).<\/p>\n By making your business visible in association with influencers in your field, you’ll naturally build a broader range of awareness within your target audience.<\/p>\n You may even attract the influencer’s attention, prompting them to offer to partner with you.<\/p>\n But always remember that social media is social<\/em>. Being a creeper on your audience’s favorite influencers’ profiles will not reflect well on you.<\/p>\n Your goal should be to build relationships and increase awareness in the proper context. Your interactions with influencers should be social – not promotional – unless you establish a paid promotional relationship.<\/p>\nWhat is Public Relations?<\/h2>
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<\/div>\nHere are 7 proven small business PR tactics:<\/h2>
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<\/div>\n1. Tell your story<\/h2>\n
2. Set Google Alerts<\/h2>\n
Essential Branding Toolkit for Entrepreneurs<\/h2>
Get your free branding toolkit<\/i><\/a><\/div><\/div><\/div>Essential Branding Toolkit for Entrepreneurs<\/h2>
Get your free branding toolkit<\/i><\/a><\/div><\/div><\/div>Essential Branding Toolkit for Entrepreneurs<\/h2>
Get your free branding toolkit<\/i><\/a><\/div><\/div><\/div><\/p>\n3. Engage in grassroots community activities<\/h2>\n
4. Create a media kit<\/h2>\n
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5. Write and distribute press releases<\/h2>\n
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6. Build social media relationships with influencers<\/h2>\n
Keep it authentic<\/h2>\n
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