Public relations (PR) is a great way for small businesses to get exposure to customers as well as to establish credibility. PR is crucial for small business success, but it's important to note that generating media exposure takes time and effort.
The best way to explain the difference between PR (third party credibility) versus advertising (paid placement) is to use a garden as a metaphor.
Sow the Seeds
Press releases, interviews, media events and newsworthy promotions all play a part in public relations for small businesses. PR must be regularly addressed in order to gain traction. To get started, create a plan. Outline what the next 3 to 6 months may look like or ambitiously plot out an entire year. Brainstorm with colleagues, customers or even family and friends. PR is not a one-time and done notion. Plant the seeds and keep planting them. It could take a good amount of time and effort before the hard work is rewarded.
Water, Feed and Nurture the Garden
Follow up with reporters, talk to customers, refine products and services in order to generate PR. Similar to nurturing a garden, PR must be a constant. It doesn't need to take up a lot of time, but it does need time dedicated to it in order to see results. What happens to a garden when it is not watered, weeded and fertilized? It usually dies. The same can be said for PR.
Reap the Rewards
Giving the time and attention necessary will enable small business owners to reap the rewards. Establishing relationships with journalists takes time. Developing interesting and creative events takes careful thought and planning. However, the more dedicated a business owner is to his or her PR efforts, the better the rewards.
A garden that is properly tended to, nurtured and preened usually provided a bountiful crop of vegetables or flowers. The same can be said for PR.
Repeat the Process
Don't stop there! Once the PR ball is rolling, keep the efforts going. Build off the momentum. Soon, reporters will be seeking experts and will begin calling upon your small business expertise.
Watch the Garden Bloom
Get to work on that PR plan today. It's not difficult, but it does take time, effort and some perserverance. In the end, it will all be worth it! It means more exposure which will hopefully result in more customers. Be sure to stop and smell the roses, too. Enjoy the results and keep generating new ideas to generate PR.
Allison Jackson - Allison Jackson is a mom of two, a freelance writer and communications professional. With a keen interest in marketing, social media and ...
Join the Conversation