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PR for Small Business ? what you need to know

Public Relations is often considered by many SME?s as the playing field for industry big hitters, but gaining media coverage, engaging in social media and networking doesn?t have to be complex, daunting or expensive.

PR is just another form of marketing with the same end objective: to drive the business forward and generate revenue.

But what exactly is it??

Unlike advertising, PR aims to gain media (print, online or broadcast) exposure without paying for it. It?s about creating brand awareness by influencing people and building relationships and perceptions.

Effective PR ensures people know who you are, and more importantly, that they?re talking about you. It establishes and maintains your reputation and when comments are negative, it?s the role of PR to change that.

Regardless of the size of your organisation, maintaining a solid reputation will ultimately influence the success and longevity of your business. PR is all about reputation which is arguably your biggest asset. In a competitive market it?s your reputation which singles you out, and PR enables you to reach out to people and build on that.

What does it involve??

PR involves many aspects of the marketing mix. Everything from securing media coverage with newsworthy content, to blogging and social media (Facebook and Twitter), through to networking and promotional events comes under the PR umbrella.

The aim is to communicate your brand and build a positive reputation amongst consumers.

How quickly will I see results??

Perhaps the question on every SME?s lips, but the honest truth is that PR is a long term strategy.

Essentially it?s about laying the groundwork so that people remember your brand, service or product and have a positive association with it. This in turn will influence their decision to purchase your product or employ your services.

The desired outcome of positive PR is that consumers will know and trust your brand and ultimately become regular and repeat customers.

How much is it going to cost??

For businesses on a shoestring marketing budget it would seem logical that someone within the company should take on the role of PR. We all know that in small businesses many hats can be worn at any one time! However the key to successful PR is maintaining engagement with your audience, internally and externally, which if neglected could end up costing you more money in the long term.

The good news is that effective PR doesn?t have to cost the earth. Understanding who you want to communicate with and the best way of doing this will ensure no time (or money) is wasted on barking up the wrong tree. It?s all about getting the basics right.

If you choose to outsource help by using a PR professional you gain the added benefit of someone who will know the most effective way of communicating your company values. They will have good links with the media, be brimming with ideas and offer a creative, targeted approach to growing your business.

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