Good PR is important for Small Business

Written By RaeAnn McLean

You might think that public relations is something that bigger businesses need to worry about. Think again. Every business has a reputation to grow and protect. Getting serious about that reputation will pay off in the near term - and become more valuable as you grow.

Your overall communications plan isn't complete without a public relations plan. That's where you identify your audiences and clearly define your objectives. As soon as you have those pieces, you can move to mapping out your public relations strategy and tactics.

Standing Out with Good PR

When building strategies and tactics, concentrate on the unique aspects of your business.

What differentiates you from the competition? What is the public perception of your industry? Your communications shouldn't focus on what services or products you have, rather they should focus on solving problems or issues for your consumers.

Here are some steps to get you thinking in that mode.

Determine the Public Perception

What is the public perception of your industry? Whether this perception is positive or negative, be honest when identifying this element.

Target the Public Perception

Nobody wants to hear a business naively talk about itself. To get the attention of reporters, consumers and others, it takes a delicate mixture of targeting the public perception and providing answers to the problems or issues with your personal solutions. Become the expert on these solutions.

Next, start to build PR tools that position your business as the experts. You need to stay at the top of your audience's mind through several communication vehicles, such as e-newsletters, editorial coverage and events.

Gaining Editorial Coverage through Media Relations

Here are some steps to take when planning your media pitch.

Identify your key reporters and media outlets. Go beyond your backyard. Don't forget the daily and non-daily newspapers, television, radio, local magazines and free flyers.
Reach out to those on your media list. Ask how you can help them. Be their resource and listen when they tell you how they like to receive news releases and other information.
Build a trigger list of story ideas. Map ideas back to your distinctions and problem-solving skills.
Write keyword-rich news releases. The first 20 words of your release are critical. This always helps with search engine optimization
Send news releases as relevant. Be sure to include local awards and business moves. These are especially important in smaller communities.
Keep your pitch concise and relevant to the reporter. Customize each one for the medium you are targeting. Follow-up calls may be appropriate, but please defer to what the media outlet told you they preferred for this piece.
Submit your news release to free online distribution sites - such as PRWeb.com and various others.
Put your news release on your website, preferably on the news page.

Monitor the Media

Now that you understand how to pitch to relevant media, remember that it goes beyond sending out news releases on your timeline. Don't be blind to additional opportunities to get in front of the media. Your expert positioning needs to be timed with national or local news that is industry-relevant.

Let's say you are a roofing company, and that a large wind storm struck your region. Regional and local news outlets are covering the damage in the area. You might want to take this opportunity to call your local and regional media outlets and tell them how people can be better prepared for these storms. Provide homeowners with tips and let them know you are available at their convenience to share more. That's just one sample of how to position yourself as a leading expert. Become the media's knowledge point in your industry. Continue to grow this relationship with those reporters and always be sure to stay ahead of your competition.

To market your business effectively, it's important to communicate to all of your key audiences. But don't forget that media in your region is an audience, too.