A lot of small businesses underestimate the importance of good public relations (PR). Public relations is often much cheaper than traditional advertising, and when done correctly, can be more effective. If you’re looking to reduce marketing costs and build a relationship with potential buyers, public relations is a useful tool.
Your Options
PR is often defined by a positive presence in the community. You have a few ways of getting your name out there, but make sure it’s always good news! You can create a press release to announce company news and accomplishments, or, try hosting your own promotional event to build relationships and introduce yourself to the neighborhood.
Already have some satisfied customers? Consider collecting testimonials. Positive feedback provides a ripple effect – attracting more clients! If you can post some of your customers’ reviews on your website or social media channels, it will give you credibility.
In case you’re still hesitant about getting your feet wet in the PR department, try a good old-fashioned charity event! Offer your services to a local event, fundraiser, or school charity for free in order to get your name out there.
Moderation, Moderation, Moderation
Particularly with press releases, you don’t want to be seen as overly promotional or
tooting your own horn. Don’t write one for every single event you are a part of, or
issue them too frequently, as this may do more harm to your image than good. Use
them sparingly throughout the year to highlight any charity events you sponsor or
community awards or recognitions you receive. Spread out your content and cover
only the most significant accomplishments.
Similarly, when participating in charity events, remember the purpose of the event!
Stay humble and keep an open dialogue between you and the customers. You can
advertise later – this is about being a member of the community and leaving a
positive impression of your company. Customers will remember your good
intentions longer than the traditional advertising spiel.
Make an Impression
One of the most important elements of PR is your local relevance. Why do members
of the community care about your business? Develop a specific message to describe
your business, and make yourself unique. You don’t want anyone to think of your
area without thinking of you!
You might also want to try writing about the organizations your company supports.
This can give your reputation a boost in the community as a contributive presence.
If you harness it right, PR can be an effective alternative to advertising – and it might
just take you farther! Building up your company reputation in the community can
foster long-lasting respect and appreciation. Devote some time to thinking about
which strategies will work for your business, and get started!
