What Can PR Do for Your Small Business?
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 info@zamopr.com.
Tania Zamorsky is the founder of Zamo PR & Communications.