For many small business owners, public relations (PR) may seem like an overwhelming or unnecessary expense, especially when you’re focused on other aspects of running your company. But according to Marcy Clark, a PR expert with nearly 20 years of experience, neglecting PR could be the very thing holding your business back from growth and visibility. The right PR strategy doesn’t just increase brand recognition; it can be the key to warding off competitors, securing new opportunities, and building long-term success.
Why PR is Essential for Small Businesses
PR is often misunderstood as something only large corporations or big-budget brands need. However, for small businesses, PR can be one of the most effective tools to break through a plateau or compete against larger players in your market. By showcasing your unique strengths and getting the right media exposure, PR can set you apart from the competition. As Marcy puts it, “Don’t think PR isn’t for you. PR is often exactly how small businesses grow into big businesses.”
What You Don’t Know About PR That’s Holding You Back
PR is more than just getting a story in the newspaper or a mention in a magazine. Here’s what many small business owners don’t realize about PR, and how it could be holding your business back:
- PR Isn’t Just for Big Announcements: One common misconception is that you should only do PR when you have something significant to announce, like a new product launch or major partnership. Marcy advises against this limited view, stating that PR is a year-round effort. Even if you don’t have a groundbreaking announcement, you can still build relationships with the media and keep your brand top-of-mind. “PR is a continuous process,” she explains. “Sometimes a journalist will write a life-changing story about your business 6 months after you initially pitched them, but you have to start the ball rolling sooner.”
- PR is a Creative Endeavor: A good PR firm or consultant will ask you smart, expansive questions about your expertise and professional opinions to tease out thoughtful story ideas. These story angles can be used to position you or other company leaders as Experts who the media can go to for quotes, tips and industry insights. A good PR professional will also secure guest articles and interviews on your areas of expertise – this helps ensure that you get PR coverage year round.
- PR is Not Just About Media Coverage: While media exposure is a big part of PR, it’s not the whole picture. Successful PR is about brand positioning, building credibility, and establishing authority in your field. When a prospective client is looking to purchase a product or service such as yours, seeing that you have been featured in a Magazine, Newspaper or Radio outlet may help ensure their interest turns into a sale.
- PR Insights Support Sales + Marketing Strategy: “What differentiates you from your competitors?” Marcy asks. “Is your product organic? Made in the U.S.? Are you a doctor or do you have a science degree if you are offering health advice? These differentiators need to be part of your PR strategy because they help create a strong, compelling narrative that media outlets will want to cover. And your Sales and Marketing teams can benefit by adopting the PR language that media outlets are responding to.”
- Great PR Starts with Preparation: Many business owners assume they need to hire a PR agency to get started. While working with professionals can certainly help, there are steps you can take to lay the groundwork yourself before hiring an agency. Marcy offers the following tips for small business owners to get PR-ready:
- Apply for Awards: Winning industry awards is an inexpensive and effective way to gain credibility and get noticed. “It’s a great way to build a reputation,” Marcy says. You shouldn’t need to spend lots of money to achieve this of course and be wary of opportunities with a hefty price tag to apply.
- Collect Customer Success Stories: Testimonials and case studies can be invaluable in building trust with both the media and potential clients.
- Conduct Surveys: If you sell a product or service, consider gathering custom data through surveys to show its effectiveness. “If you have a health and wellness product, for example, a survey can highlight how it benefits customers, which can be a great hook for a media story.”
- Write a Book: Even an e-Book or workbook can be a fun tool that positions you as an expert. It can be sold on Amazon or offered as a giveaway to people signing up for your mailing list, creating an engaging entry point for potential customers.
- Invest in Good Photography: “Make sure you have professional, clean product shots or portraits that can be used by the media,” she advises. Media outlets often require high-quality visuals, so invest in bright, simple photos with white backgrounds for easy publication. Executive or Founder Profile shots on darker backgrounds can be effective at communicating gravitas too. Marcy always recommends having some shots where you are looking at the camera directly to show your authenticity and openness to connect.
How to Work With a PR Firm
Once you’ve laid the foundation, working with a PR firm can help you reach new heights for your business and avoid getting stuck at plateaus. However, understanding how the process works will help you get the most out of your PR investment.
When you start working with a PR agency, they should ask deep, strategic questions about your business to position you for success. According to Marcy, the best PR agencies don’t just wait for news; they help you create stories around your business that appeal to the media. “A good PR firm will ask about your audience, your differentiators, and what makes you an expert,” she explains.
Additionally, Marcy suggests creating a media wish list. Identify which outlets you’d like to be featured in, based on your target audience. Sometimes, clients have specific publications in mind that the PR firm may not have considered. Marcy recalls one client, an interior designer, who knew of a niche magazine in the UK that perfectly matched her aesthetic. “We pitched it, and she was right—it was a great fit!”
Avoid PR Pitfalls
PR isn’t without its risks, and there are red flags to watch out for when hiring a PR firm. Marcy warns against agencies that guarantee press coverage or use high-pressure sales tactics. “If an agency promises guaranteed PR, it’s likely they’re just selling you advertorials, which means you’re paying for placement rather than earning it,” she cautions. Advertorials are legally required to be noted as such and do not carry the influence of earned media. Instead, a reputable PR firm will work hard to get you earned media, which is far more valuable than paid content.
Also, be wary of high-cost opportunities that don’t deliver results. Marcy mentions a client who was offered a $20,000 spot on a TV show airing in the middle of the night. “For that kind of money, we could have gotten months of PR work with multiple articles and media mentions,” she says. It’s essential to read the fine print and ensure you understand what you’re paying for before signing any contracts.
PR Is a Long-Term Investment
Lastly, it’s important to remember that PR is a long-term strategy. While you may not see immediate results, the relationships and credibility you build through consistent PR efforts will pay off over time. Marcy emphasizes that PR is about **building trust and telling your brand’s story** in a way that resonates with your target audience. “The media might take months, or even years, to cover your business, but if you invest in PR, the results will come.”
Final Thoughts
What you don’t know about PR could be holding your business back, but it’s never too late to start. By understanding that PR is more than just press releases and big announcements, and by taking actionable steps to prepare your business for media attention, you can lay the groundwork for long-term success. Working with the right PR firm will only amplify these efforts, helping you tell your story to the right people in the right places.
Whether you’re just starting or looking to take your business to the next level, PR is one of the most valuable tools you have—don’t let it go untapped.
