Technology Tip
Dave Pelland has extensive experience covering the business use of technology, networking and communications tools by companies of all sizes. Dave's editorial and corporate experience includes more than 10 years editing an electronic technology and communications industry newsletter for a global professional services firm.

Promoting Your Small Business With Public Relations

Promoting Your Small Business With Public Relations

Along with social media and paid advertising, public relations (PR) efforts can play an important role in promoting your small business.

Public relations can shape the perception of your small business and brand by highlighting your company favorably in traditional media outlets and other forms of promotion not produced directly by your company.

With the message about your business being conveyed by an outside organization or publication, it has more credibility (and potential endorsement value) than is possible with ads or social media posts. The same message on a local news site will seem more credible than if it appears on your company site or a social media page.

Effective public relations campaigns start with trying to get favorable mentions in local newspapers, radio stations, or local cable channels. The aim is to start with smaller publications, some of which may print your news release or announcement exactly as you submit it.

You also want to pay attention to the audience you’re trying to reach, and to figure out the media outlets they read and watch. If your target market is mostly local, you’ll naturally target local papers and other media. If you provide B2B services, you’ll aim at the trade-focused news sites and publications your customers read.

Drafting a News Release

News releases are important parts of effective PR campaigns. A news release is a one or two-page announcement designed to provide helpful information to the media about events such as product launches, new locations, milestone anniversaries, or other information their readers or viewers might find interesting.

While a smaller media outlet may publish your news release as you wrote it, it’s more common for the release to attract the interest of a reporter or editor, who then calls you to obtain more information.

The most effective releases aren’t blatantly promotional about a company, but instead provide useful information. For example, a landscaping company could draft a release offering tips for spring or fall cleanups, or a bakery can send a release listing the most popular holiday cookies.

You can also tie your release to news events, such as a contractor offering preparation tips as large storm is approaching your area. The idea is to provide the basis for a news story that your company gets featured or mentioned in by providing enough information for someone to want to learn more.

Your release should have short paragraphs, bulleted lists if appropriate, and potentially a picture or chart to illustrate your topic.

Probably the most effective way to submit a release is via email or a contact form on the news site. Large companies use dedicated distribution services such as PRNewswire or Business Wire to send their releases. While these are likely too expensive for a small business, the sites offer preparation tips and sample releases you can review before preparing your release.

Community Events

Sponsoring or participating in community events is another great way to publicize your company, potentially meet prospective customers, and reinforce your connections to the community.

Local races, festivals, youth sports teams and other organizations will offer different sponsorship levels with varying levels of recognition. In addition to supporting worthy causes, you’ll be getting your name in front of potential customers who may want to learn more about your small business.


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