Top 10 Things PR Can Do For Your Small Business

By Lynette Bohanan
CommCentric Solutions

For many small business owners, the concepts of advertising and marketing are fairly well known and reasonably well understood. But when it comes to public relations (PR), most are unsure how or when to execute a campaign, let alone fully grasp how it benefits their business. Here are 10 things PR can do for your business that will ultimately contribute to the bottom line.

1. Increase visibility with key audiences. While PR has long presented opportunity for companies to gain or expand their communications reach with customers, vendors and other important “publics,” advances in technology have broadened these horizons. Web 2.0 applications like blogs, social media and other interactive information-sharing sites enable companies to interact more freely and frequently with customers near and far.

2. Lend third-party credibility. What would you believe more: something you read about a company from their website or an article about that same company that’s written by an objective third-party who’s got nothing to gain by a glowing review? Sure, it’s important to have a website, and you’ll undoubtedly want to shamelessly promote your exceptional services there, but nothing’s more powerful—not to mention priceless—than a good referral.

3. Educate and inform. When you consider the rapid pace at which technology changes and how hard it can be to stay current, think about how your customers feel. If some are still struggling to “get” managed services, just think how they’ll react to cloud computing or telepresence. An integrated PR and marketing campaign can help your customers better understand how these technologies work—and how you are ideally positioned to help them use these solutions to their advantage.

4. Build your brand. For many companies, PR, not advertising establishes their brand. That’s because PR is less costly, lends third-party credibility and can create word-of-mouth buzz that advertising typically cannot. While many business owners believe they are the authors of their brand, it’s really public perception of a company that drives—and sustains— their image.

5. Safeguard your company’s reputation in times of crisis. Clear and consistent communication of your company’s core values that are supported by its day-to-day actions not only builds trust, it builds a store of goodwill with your customers, your business partners, the media and other key publics. Empty promises are quickly and easily discerned and long remembered. Will you soon forget the Gulf of Mexico oil spill and the company responsible for it?

6. Boost advertising and social media marketing efforts. PR works best when integrated with your company’s overall communications strategy. By developing primary and secondary messaging that’s targeted to specific audiences and carried across all channels, you increase visibility, bolster your brand and build a following.

7. Position your business (or you!) as an expert. With the proliferation of online resources like YouTube, Google and Wikipedia, it’s not too difficult to learn whatever it is you might need to know. Why not add your expertise to the blogosphere? In addition to providing yet another avenue by which to promote your business, you’re also sharing information that your customers and prospective customers will appreciate, remember and hopefully generate that much-sought-after wordof- mouth buzz that ultimately translates into more business.

8. Promote community involvement. Simple, relatively low-cost civic contributions like sponsoring a Little League team, teaching computer literacy, lending your conference room for a Rotary Club meeting or similar gestures can have a positive impact on members of your community. Look for opportunities to share your time, treasures and talents and see what happens. Don’t expect immediate returns but, by putting people first, you’ll leave a lasting impression.

9. Raise your profile at trade shows and conferences. Sure you’ll want to attend and even exhibit your company’s services at various events, but keep an eye out for ways to share your expertise either by moderating a panel or by serving as a breakout or keynote speaker. Depending on the size of the event, and with a bit of planning, you could very likely sit for media interviews with local and trade reporters covering the show, thereby furthering your communications reach.

10. Tell your story. PR can help you tell your company’s story in a fresh and unique way if you learn to develop a “nose” for news. By staying abreast of current events that tie into your expertise, you can lend your perspective on how these trends are shaping the local market. During the recent Windows 7 launch, for instance, you might have contacted your hometown newspaper to offer yourself as a resource for any stories they may be writing on that topic. Frame the story when speaking with the reporter by suggesting how you see it impacting your corner of the world.

Where To Start

When you’re ready to add PR to your overall communications strategy, approach the discipline like you would any business plan—set measurable goals, timeframes and specific actions. Because those unfamiliar with PR can very easily get lost in the process, start small.

Build a PR campaign that’s not too demanding. One way to do this might be to announce new business agreements you’ve won with a press release. If you’re not quite sure how to go about it, download this free “new business” press release at www.commcentricsolutions.com/CCS/ NewBizRelease.doc.

Remember, they call it public relations for a reason. It takes time, patience and persistence to build a connection with your key publics. Most of us wouldn’t really trust someone the first, second or third time we met them. Consistent, well-executed communications create transparency and, ultimately, loyalties that translate into repeat business.

About the Author
Lynette Bohanan is principal of Tampa, FL-based CommCentric Solutions, a marketing, advertising and public relations firm specializing in the technology channel. She brings more than 20 years of strategic communications counseling experience to the firm’s clients, which range from large enterprise software and managed services vendors to SMB-focused IT services companies across the nation. She can be reached at lbohanan@commcentricsolutions.com..