Ronn Torossian With Commentary On What Small Business Should Know About Public Relations

An elaborate public relations campaign can be expensive, time consuming and a daunting undertaking. Large companies have whole departments dedicated to running a PR machine. As a small business, this luxury might not be available so a successful PR campaign will require time and effort without breaking the bank. Here are a few points small businesses should keep in mind when it comes to PR. 

1. Know yourself and your audience

Be clear about who you are, what you stand for and what value you offer. Have an idea of how you want the world to see you, but also make sure it fits into who you are as a company. This should shape your messaging and your brand. 

Also be clear about who you need to reach and who you want to sell your products and services to. Having a niche target is usually a more effective strategy than a scattered approach. 

2.  Clear and consistent messaging

A clear brand and consistent messaging will shape how your company is perceived. Without consistency, consumers will lack trust in what your brand represents. A good PR campaign creates a recognizable message across a multiple media platform. This is crucial for small businesses, which lack the recognition of larger brands. 

3.  It’s all about networking

PR is all about building relationships with different people. Focus your efforts on people who are influencing your target customers such as reporters who write about the industry or social media influencers. Help them understand your message and figure out how their followers can relate to your company. 

A good PR strategy will build trust between your product and your customers. As a small business, building positive relationships is key to building that trust. If that relationship isn’t there, your message won’t be able to reach the right audience which is crucial for getting your brand out there. 

4.  Have a press kit handy

Every small business should be equipped with a press kit, consisting of a compilation of documents including ‘about us’ information, hi-resolution logos, executive bios, headshots and other items to present to the media. If your company sells products, the kit should include detailed product information and images. This way, if the media requests information, it’s easily available. 

5.  Use Google Alerts

Set up google alerts for your business, key executives, and don’t forget your competitors. It’s always good to know what people are saying about your company so you can prepare yourself and react to situations promptly. It is also equally important to know what competitors are doing and how they are positioning themselves. 

6.  Be proactive

Look out for opportunities to position yourself as an expert in the industry. This is a great way to get exposure. Contact your local newspaper or news websites to explore opportunities to lend your expertise for features. This will boost your exposure and help with your SEO.

About the Author: Ronn Torossian is CEO of NYC pr agency 5WPR.