PR tips for small businesses

Many people know that PR can aid their business. You've possibly heard the saying "there's no such thing as bad publicity", and (correctly) assumed that getting into the papers is normally good. But exactly how exactly can PR help you along with your organisation? In this short article I'm going to take a look at the variety of ways the press can benefit you.

There is of course such a thing as bad publicity, so I'll also reveal one occasion when it's best to keep a low profile%u2026

Reason 1: Public relations will raise the profile of your organisation

This is perhaps the most obvious benefit to public relations work. Each time your company gets coverage in the news, you become slightly better known in your community or market place, and a little more likely to attract new business. One mention in the newspaper isn't going to allow you to retire to the Bahamas and play golf on a daily basis, but it means somebody somewhere will be exposed to your brand and the message you need to get across.

Say for example you own a garage. In November you decide to have an open day to train the public (for free) how to prepare their cars for the cold weather, so you phone up the local press and they feature it in that week's edition. Potential customers see the article and think 'that's very good of them, they sound like a genuine, trustworthy business'.

Truth of the matter, you most likely aren't likely to have the entire town queuing down the street on Monday morning eager for you to service their cars and trucks - PR works in a much more subtle way than this.

Yes, an individual may book their car in that day because they need an MOT and need a garage they can have confidence in, but much more likely they'll remember your company name. Then when your next publicity stunt makes the papers, they may be in a position to book their van in. Or perhaps the time after that. Decent PR isn't a one off event, it's a series of incremental steps that bit by bit help make your organisation more attractive to potential prospects.

People flock to brand names they know. To carry on the garage example, Kwik Fit isn't the least expensive destination to get an MOT done. One could probably find a mechanic in your town that would do just as good a job for less money. But countless people flock to Kwik Fit every single day because they're a business people can trust in an industry where everyone is always concerned about getting ripped off.

Boosting the profile of one's firm won't only be noticed by your clients either. Other companies in your sector will notice your company is growing, which can lead to collaboration and joint venture possibilities.

The advantages of a strong brand won't just have an external effect on your organisation either. Positive press coverage just might help you entice and keep good personnel. Everybody wants well known, respected organisations on their Curriculum vitae. By getting coverage in the media, you'll be helping your HR team out, and potentially saving thousands in recruitment expenses.

Reason 2: Public relations can save you significant amounts in advertising charges

An advert in a national paper would be too expensive for most business owners to even consider, yet with Public relations you can get your brand in the newspaper for nothing. Plus by being written about in an article, your message comes across as often more authoritative than an advert.

Put it this way, if you saw a review in The Times telling you a movie was the best piece of film making since Casablanca, and an advert claiming the same thing, what would have more of an impression?

Reason 3: The media benefits you personally

It's not just your business that'll be enhanced by getting coverage in the papers, an increased media profile will benefit you personally if you're the person being interviewed or quoted.

As you become famous in your niche, a number of opportunities will open themselves up to you. You might receive job offers from larger companies that have seen the job you've been doing in the business. You could be offered consultancy work, which is often very well paid. You may even be offered speaking engagements, which give you another opportunity to improve your personal and business brands.

These prospects all stem from the authority you obtain by being seen as an expert in your industry - and notice I said being seen as an expert. You don't need to be the most knowledgable individual in your sector to be regarded as an authority, you just need to be the 'expert' everyone is most aware of. Publicity can make you more revered in your niche than a competitor or colleague with decades more experience.

One other benefit people don't often mention about Public relations is that it can be a lot of fun. Writing a story and seeing it in the newspaper or on the Television can be extremely satisfying. Doing a live TV interview can be daunting, but thrilling at the same time.

Reason 4: Public relations can limit the effect of poor publicity

You may know that there is some bad news coming down the road. Perhaps you're closing a service, or closing a store. Maybe you're being sued by a shopper whose house was burnt down by the kettle you sold him. No matter what the story, good use of The media can lessen the effects of negative publicity.

Reason 5: You Must be in control or your image

Perhaps the primary reason to utilise the media is this: You have to be in charge of how the wider world sees you and your enterprise.

In the event you don't take control of your public image, someone else will. And you might not enjoy what they say.

By taking on the press it is easy to avoid people making assumptions concerning your company, and you personally. Keeping silent means people will write what they want about your company, and it will be them, rather than you, that styles public opinion of your business.