What PR Can Actually Do for a Growing Business

Public Relations (PR) is the communication between businesses and their customers that influences how a business is interpreted.

This practice is considered a more credible way of marketing because it is earned through the use of media coverage, awards and community rather than paid advertising.

In this article, we’ll look at why PR is for all businesses, not just large ones. We’ll also delve into how it can benefit small businesses, when to invest and the different opportunities it can provide for growth.

What PR Means For Smaller Businesses

For small businesses, PR means building the brand’s reputation and trust by earning positive media attention. Things like industry awards, community events and storytelling can help organisations to gain respect from third parties, such as influencers, journalists and publications, who can then talk and promote the business further.

It demonstrates brand identity more than paid advertising and increases brand relevance through informative marketing. By explaining and sharing the culture and values of a business, it can resonate with the community and both current and potential customers.

It can also be used to educate customers on the products or services the business provides which can prove to be extremely valuable. 19 out of 20 people make purchasing decisions off independent reviews and recommendations, so therefore the more reviews, the more trust people have for the company.

How PR Supports Trust & Visibility

As mentioned above, Public Relations results in trust because it gains third party validation. This recognition is deemed more trustworthy as it comes from an independent source rather than traditional advertising from the business itself.

An influencer or journalist talking positively about a product or service has more weight than the business advertising the product or service themselves. This builds a reputation that the business is reliable and offers good products.

From there, the business becomes more well-known and strengthens its connections within the community. Increasing awareness through PR can improve visibility, expand their target market and create new opportunities.

When PR Becomes Worth Investing In

Businesses do not need to be large to benefit from PR; it works as an amplifier to increase credibility, visibility and brand awareness. For PR to be effective, a business needs a clear message and a captivating story to tell to become worth investing in.

PR becomes worth investing in at different milestones within the business, for example:

• Launching a new product
• Introducing a rebrand
• Entering a new market

When a small business has a strong product market, Public Relations can demonstrate awareness of the value of the product and the business to potential customers and larger organisations.

It’s worth investing when the business has news to tell; whether this is a new product, expansion plans or if the business wants new investors.

Practical PR Opportunities

Opportunities for PR can come from contributing to multiple avenues such as:

• Local Media – Contributing commentary to local business trends or community issues can showcases your support and position the business as part of the local conversation.
• Industry Awards – Submitting entries into industry awards builds credibility through finalist or winner badges for the business.
• CSR – Creating local partnerships and Corporate Social Responsibility (CSR) generates good press by collaborating with sports teams, charities or local events boosts reputation.
• Workshops or Tours – Inviting people to the behind the scenes of the business increases trust by showing transparency.