Low-Cost, High-Impact PR Tactics for Small Businesses

Public relations or PR, when done well, can play a big role in your business’ integrated marketing strategy. The dynamics of PR are quite different from other forms of marketing initiatives.

A well-planned and executed PR strategy has the unique feature of helping small businesses build trust and credibility. These characteristics can help your company grow fast. Another way PR is unique is that it can also help in handling crises.

It is a common challenge among small businesses to create impactful public relations initiatives due to budget constraints. However, there are several low-cost, high-impact pr tactics that can help you achieve your desired goals.

Some of the most important tactics are as follows:

Press releases have the power to provide vast exposure, allowing you to reach a large audience. They are highly effective at helping you gain credibility among your target audience. The State of the Media Report makes the following claims about the importance of using press releases:

• 68% of businesses report press release publishing increases their visibility
• Businesses that publish press releases regularly are three times more likely to be considered industry experts
• Almost 9 in 10 journalists consider official press releases as the most trusted source for company news

Some of the key reasons why press releases are so impactful for small businesses are as follows:

• Perfect Brand Positioning: Your audience is highly likely to relate to your brand when they learn about your company’s initiatives. Such brand positioning gives them more reasons to choose your brand over the competition.
• Building Media Relationships: Press releases also help you build connections and relationships with the media. This can help turn your brand into a well-known figure in the media circle.
• Improved SEO: Press releases in publications create an organic approach to getting your website to rank higher in SERPs.

Additionally, press releases are an inexpensive way to boost web and foot traffic, send out a positive signal to Google, and help your audience understand your brand voice.

1. Create & Publish Press Releases

Press releases have the power to provide vast exposure, allowing you to reach a large audience. They are highly effective at helping you gain credibility among your target audience. The State of the Media Report makes the following claims about the importance of using press releases:

• 68% of businesses report press release publishing increases their visibility
• Businesses that publish press releases regularly are three times more likely to be considered industry experts
• Almost 9 in 10 journalists consider official press releases as the most trusted source for company news

Some of the key reasons why press releases are so impactful for small businesses are as follows:

• Perfect Brand Positioning: Your audience is highly likely to relate to your brand when they learn about your company’s initiatives. Such brand positioning gives them more reasons to choose your brand over the competition.
• Building Media Relationships: Press releases also help you build connections and relationships with the media. This can help turn your brand into a well-known figure in the media circle.
• Improved SEO: Press releases in publications create an organic approach to getting your website to rank higher in SERPs.

Additionally, press releases are an inexpensive way to boost web and foot traffic, send out a positive signal to Google, and help your audience understand your brand voice.

2. Pitch To Local Media

Press releases have the power to provide vast exposure, allowing you to reach a large audience. They are highly effective at helping you gain credibility among your target audience. The State of the Media Report makes the following claims about the importance of using press releases:

• 68% of businesses report press release publishing increases their visibility
• Businesses that publish press releases regularly are three times more likely to be considered industry experts
• Almost 9 in 10 journalists consider official press releases as the most trusted source for company news

Some of the key reasons why press releases are so impactful for small businesses are as follows:

• Perfect Brand Positioning: Your audience is highly likely to relate to your brand when they learn about your company’s initiatives. Such brand positioning gives them more reasons to choose your brand over the competition.
• Building Media Relationships: Press releases also help you build connections and relationships with the media. This can help turn your brand into a well-known figure in the media circle.
• Improved SEO: Press releases in publications create an organic approach to getting your website to rank higher in SERPs.

Additionally, press releases are an inexpensive way to boost web and foot traffic, send out a positive signal to Google, and help your audience understand your brand voice.

2. Pitch To Local Media

Create a list of press contacts including local newspapers, magazines, news channels, trade publications, radio stations, bloggers, and influencers. Create and share newsworthy press releases with them. This includes different types of news content in textual and video formats.

The following types of events can be considered newsworthy:

• Launching a new business
• Releasing a new product or service
• Opening a new business location or changing location
• Rebranding
• Hosting local events
• Revealing a new technology
• Sponsoring charitable activities
• Achieving a significant milestone

3. Use Free PR Tools

A lack of budget or resources is not reason enough not to benefit from PR tactics. Not all PR initiatives need to be on the same budget as Fortune 500 companies to be successful. There are free PR tools such as HARO, Google Alerts, and PitchEngine that help you manage highly effective PR tactics.

Consider, for example, the benefits of Help a Reporter Out (HARO) in improving visibility and building credibility in your industry:

• Helping Gain Earned Media Coverage: When you respond to HARO queries, you can get mentions in articles, reports, blogs, and other media. This can help gain visibility, boosting your brand awareness and credibility.
• Establishing Authority: When you provide expert insights on industry-related subjects, you can be seen as an authority in your field. This helps boost your credibility and reputation.
• Increasing Chances of Viral Exposure: Using free PR tools means there is always the chance your content can go viral. If a major publication picks up your insights, your brand can gain a lot of exposure.

Additional benefits include generating high-quality backlinks and building media relationships.

4. Build Relationships with Journalists

It takes some effort but it is still a cost-effective way to make a high PR impact when it matters the most. Twitter and LinkedIn make it easier than ever to find and contact journalists. Follow these tips to engage effectively: 

• Make Initial Contact: You can reach out and make initial contacts with journalists on LinkedIn. Since they can see your title and company, it becomes easier for them to know why you are contacting them. Make sure your first contact is not about the pitch. It should either be about connecting without any message or sending a one-liner explaining the reason why you want to connect.
• Build a Connection Gradually: You can easily engage with journalists on LinkedIn and Twitter with a simple ‘like’ or a comment on their posts. When you do this regularly over time, it can help your name to stand out, making a difference when you contact them.
• Send Your Pitch: Once you have built a connection with a journalist and have a PR development, send out your pitch in the format they prefer. Some prefer a phone call, while others like a quick email that outlines the development. Then, there are others who prefer a full press release. Determine the audience the journalist is targeting when developing your copy.

5. Get as Many Testimonials as Possible

Testimonials or online reviews are a form of earned media. And earned media has a significant and long-term impact on consumers. Consider the following statistics:

• 72% of consumers report they trust a business more after they have read testimonials and positive reviews.
• 92% of buyers say they first read testimonials and reviews before buying.
• Businesses experience an average of 270% increase in sales when they show online reviews and testimonials. 
• Sales pages showing positive testimonials can boost sales by 34%.

Small business PR campaigns based on the accounts of customer experience can make a major impact on your potential customers’ buying decisions.

6. Work with Influencers

Influencers have become important brand ambassadors for businesses seeking to raise their brand visibility. As a small business, you should be focusing on micro-influencers who are well-known in your targeted market showcasing your brand. Look for influencers with 10,000 to 50,000 followers, as they tend to be both affordable and more available than their bigger counterparts.

Social media influencers have a big impact on consumer behavior. So, small businesses can no longer afford to overlook the importance influencers can play on their target audience.

7. Participate in Community Events

Another low-cost PR tactic is to participate in community events. This includes events such as festivals, fairs, and various types of celebrations. It can be a general participation or sponsorship. Such events tend to get a lot of coverage by local news outlets. This creates significant opportunities for generating earned media. Such media coverage enables you to connect with your target audience by demonstrating your company’s involvement in their everyday matters.

When your brand becomes a regular part of local events, you can enjoy various benefits, including:

• Word-of-mouth traffic
• Improved opportunities for potential PR
• Community support

Besides using these tactics, it is recommended to focus on creating more content. The most effective PR relies on sincere messaging. Audiences like genuine and organic stories. While advertising has its unique place, the above-mentioned PR tactics can go a long way in making a real-world impact.If you need more insights and assistance in developing and implementing a powerful PR strategy, feel free to contact us at 1(800) 380-6942. You can also send us a message using this Online Form and we will get back to you at the earliest.