Public relations is to business as oxygen is to breathing. Unfortunately, many businesses underestimate the importance of PR and eventually face challenges in visibility and reputation. On the other hand, some businesses recognize the need for effective PR but struggle due to tight budgets. Often, business owners wonder why they should allocate time and resources to PR, thinking their company is too small to need it or believing funds should be diverted to other priorities. However, PR is crucial at every stage of a business's lifecycle. Effective PR helps businesses control the narrative in communications with customers, prospects, investors, and current and potential employees.

Thanks to social media and the internet, you don’t need to break the bank to develop a successful PR strategy. The days of relying solely on traditional media are long gone; now, more than ever, you can gain access to a wide range of influencers, publications, and podcasts to help publicise your business. It's important to note that you might not need an expensive PR firm to promote your brand, but you do need a proper media outreach strategy to get started. Here are the most affordable ways to do PR for your small business.

Have a great story

A good story will get your business the attention it deserves and help you connect better with your target audience. What makes a business more successful than others is the way its stories are crafted. It's important to tap into the emotive nature of your target audience and even the journalists. Understand the direction and story you’d like to tell before you get started. It takes time to tell the right story, so patience is key. If you focus solely on immediate sales, you might get the strategy wrong. Do you want to be in the news? The answer is yes, so take the time to craft a compelling story about your brand and build relationships rather than driving immediate sales. Forget the idea of a quick fix; instead, focus on building recognition, credibility, and creating value for your customers. It's about getting your name out there and having a great relationship with the public.

Thought Leadership

Put out high level content of thought provoking ideas that your audience can’t find anywhere which establishes you as an authority in your industry. The first step is to brainstorm on the topics that are relevant to your audience, next is looking for a platform to help to publish. You can publish articles on Medium, LinkedIn or signup and contribute to publications that are relevant to your industry which will help with backlinks to your website.

Utilise Social Media

Social media is almost free, and as a business owner, now is the best time to start harnessing its power. Facebook alone has an average of 2.9 billion monthly users; imagine if you leveraged the power of social media to boost your brand visibility. Social media doesn’t require high production values; you can simply film something on your phone and post it. You can leverage platforms like Quora, Pinterest, Instagram and on Twitter. On Quora, for instance, there are 300 million active users seeking answers to various questions. You can start by answering questions on Quora, and if people find your response helpful, they can upvote it.

Testimonials

A great way to make your brand believable is to use the power of testimonials. Don’t be shy to share your customer or client success stories—it helps as an endorsement. Haven’t you heard the saying “The best advertisement is done by satisfied customers”? For instance, if you have a software that has helped boost a customer's productivity, promote the story on your platform. You can say, "Here’s how Company A made $10,000 in 2 months," and elaborate on the specifics. Detail the challenges the customer faced, how your product or service helped overcome those challenges, and the measurable outcomes. This not only validates your claims but also provides potential customers with a concrete example of your product’s value.

Leverage online PR tools

There are several tools that can help build your brand's reputation without a hefty price tag. Whether you’re looking to monitor media mentions, identify influencers relevant to your business, or find media platforms that align with your brand, affordable tools are available. Some include:

• HARO (Help a Reporter Out): Connect with journalists seeking expert sources.

• Mention: Identify influencers in your niche and monitor your brand's online presence.

• Pitchbox: A free media database and email outreach platform that streamlines your pitching process.

• Google Alerts: Monitor media mentions and stay updated on relevant news.

Collaboration with authority

One of the best ways to gain traction and visibility is through collaborations. Partner with individuals who can give honest reviews of your product and write opinion pieces about your brand. Collaborating with industry authorities or influencers can significantly amplify your reach. For instance, consider co-hosting webinars, participating in podcasts, or contributing to joint content projects. These collaborations can introduce your business to new audiences, boost credibility, and provide valuable endorsements. Reach out to influencers and industry experts, offering them something valuable in return, such as your expertise, free product samples, or co-marketing opportunities. Building genuine relationships with these authorities can lead to long-term partnerships that benefit both parties.

Effective PR is within reach for small businesses, regardless of budget constraints. It starts with a compelling story that resonates with your target audience. From there, you can establish thought leadership through high-quality content and industry expertise, leverage social media platforms to boost brand visibility and engagement, utilise customer testimonials to build credibility and trust, employ online PR tools to streamline your efforts and maximise reach, and collaborate with authorities and influencers to expand your audience. It is pertinent to understand that you have to build meaningful relationships, credibility and more importantly create value for your customers. Remember, starting small is okay, and humble beginnings can lead to significant results. If you need guidance on implementing these PR strategies without breaking the bank, reach out to us at Amados Strategies, and we will be happy to help you take the first step towards building a successful business.