Small Business PR: Is It Worth Your Time and Budget?

A common misconception about PR is that it's only for big and established businesses who need help to keep a polished reputation, but that’s not entirely the case.

The global PR industry is believed to be around $88 billion (£65 billion) and is expected to reach $129 billion (£96 billion) by 2026, proving how important PR is for all types of businesses, no matter their size or industry.

PR can actually be a really great marketing tool for small businesses and start-ups looking to boost their brand awareness and take on their larger competitors and unlike other tactics such as paid ads, it builds long-term trust and credibility among audiences.

And the truth is PR isn’t just press releases and links – there is so much more to it which means it can fit in the marketing campaign of pretty much any business. Tactics such as product reviews and round ups put your products next to other trusted brands and in front of large audiences while expert commentary and interviews position you and your businesses as a trusted voice in your field.

We’ve worked with several small businesses over the years so it’s safe to say we know the positive impact PR can have. We’ve helped them tell their stories and land them coverage in top-tier media publications, increasing their exposure to new audiences and driving traffic to their websites.

A well rounded, well thought out and consistent PR campaign can fuel small businesses and contribute to their long-term success by increasing their brand visibility, cementing their reputation, building credibility and attracting new customers.

If you’re still not convinced, in this blog we’ll be breaking down the different ways PR can help small businesses and how to know if it’s the right marketing tactic for you. We know that this can feel like a big decision for small businesses so we’ll also be covering everything you need to know before investing in PR.

What’s in this article:

How can PR help small businesses?
How to know if PR is right for your business
What should I know before investing in PR?
Key takeaways

How can PR help small businesses?

PR can be a really powerful tool for small businesses and when done thoughtfully it can boost brand awareness, build credibility, and humanise your brand so that people can really connect with it.

The great thing about PR is that it’s all about quality. If you’re pitching journalists quality content and products then there is no reason why you won’t be featured next to big competitors.

We’ve worked with plenty of small businesses before, so here are some of the benefits a strong PR campaign can bring.

Builds credibility

Small businesses who are in a field with large competitors can often feel like it’s impossible to compete on an even playing field and get noticed. Earned media coverage in well known publications allows small businesses to get on the same stage as bigger brands and in front of potential customers who may not have heard of them. Journalists can receive up to a hundred pitches a day, but that doesn’t mean every pitch is a good pitch. They’re on the lookout for fresh stories and even a small business can get coverage as long as they’re providing real expert insight that adds value.

Interviews, reviews, brand mentions and expert comments in a respected newspaper, magazine or on their website also come across much more authentic and trustworthy than paid ads where trust is typically low due to concerns over scams and misinformation. When a top tier media outlet mentions you in their article, audiences instantly see you as credible and trustworthy which is crucial when going up against big competitors.

Fuels growth

Consistency is key in PR and as time goes on, regular positive media coverage can help your brand grow. Earned media coverage increases your visibility and can put your product or service in front of new audiences and potential customers. Getting your product or service featured in product reviews or round ups by journalists gives your business third-party validation which encourages potential customers to trust your offering. Over time this can build a stronger reputation and generate more interest and sales.

Increases brand awareness

A smart PR strategy can increase brand awareness and put your business in front of potential new customers. Consistency is key in PR, and regular positive media coverage can help people recognise your brand over time. If you work in marketing then you’ll be familiar with the rule of seven that states customers need to see your brand at least seven times before they commit to a purchasing decision. While this is more of a guideline than it is hard science, the idea is that the more often your name appears across top tier media, the more familiar audiences become with it. This keeps you top of mind and can ultimately influence purchasing decisions.

Positions you as experts in your field

A PR team can help spot and create moments to help position your brand as trusted experts within your industry by sharing insights and expert commentary. If a new trend begins circulating or a news story breaks that is relevant to your field, journalists will often look for an expert to comment on the topic. This is when you and your PR team can put together quotes and additional information to help journalists add more information to their story. This tactic positions your brand as trusted experts which strengthens your relationship and builds trust with both journalists and potential customers.

Humanises your brand

Storytelling is a big part of PR and it allows you to share what matters most to your business. Has your product or service changed someone's life for the better? Are you a brand that’s championing a particular community or cause? Consistently creating stories that reflect your businesses core values and mission humanises your brand, showing people what you stand for and making it much more relatable.

How to know if PR is right for your business

Now that we know how PR can benefit small businesses, it’s important to be able to establish if it’s right for yours. It can slot into the marketing plan of the majority of businesses but it needs to align with your overall goals for maximum impact, so make sure you communicate these clearly to your agency.

We’ve seen countless people make the mistake of thinking that PR is a short-term fix and something that delivers overnight success. The reality is PR is a marathon, not a sprint. It's a long-term investment and in order to really get the benefits of it, it needs to be consistent. It can be great for a product launch or a seasonal or one off campaign but keep in mind that one headline will spark attention that will eventually fade out.

If your goal is to increase your brand awareness for example, then a long-term strategy is key. Consistent activity keeps your brand visible to audiences and over time they’ll see you as a legitimate and trustworthy player in the field.

It’s also worth thinking about if you have an internal member of the team who can work with your agency to help get the best results. PRs are pros at what they do, but they’re not mind readers or magicians. You need to be able to have a strong communication with them and have someone who can approve content quickly and provide timely business updates. You’ll need to be able to respond to opportunities as your PR team sends them to you to truly get the most out of it.

Nothing beats a collaborative approach and sharing your goals with your PR agency will allow them to suggest the best tactics and come up with the best strategy that will actually be beneficial to your business.

To sum it up, the more you view a PR agency as part of your business by keeping them in the loop, the better the results will be.

What should I know before investing in PR?

Hopefully by now we’ve convinced you that PR can definitely be beneficial for smaller businesses. We also understand that if you’re investing in PR, then you'll want to make sure that you’re getting the most out of it.

Like we said, a collaborative approach is what works best and you need to be able to give your PR team a clear brief of your business for them to come up with a strategy that fits your brand. Before investing in PR, it’s worth asking yourself a few questions to see if your business is ready for the investment.

Do you have clear goals?

When briefing your PR agency, you’ll want to share your short and long term business goals with them so they can understand where you see the business going. You should also share what you’re hoping to achieve from PR but if you’re not totally sure just yet then don’t worry! A good PR team will be able to ask you the right questions to help you figure this out.

But if you’re not sure on your business goals or your marketing goals then it’s going to be difficult for an agency to come up with a strategy that suits.

Is your product or service well-developed?

We know businesses are always making improvements and striving to be the best but it’s important to make sure your products or service is well-developed before diving into PR. If a journalist requests a sample for review, can you deliver a great product in a timely manner? If not, it could result in an unhappy journalist and a potential bad review. Promoting a product or service that still has teething issues will do more harm than good for your brand and it’s better to wait until any issues are ironed out.

Do you have a good brand identity?

Your PR agency will spend time researching your business to come up with their strategy but you need to make sure you have a strong brand identity, know exactly who you are and what makes you stand out. Communicating this to your agency will help them understand exactly how you want to be portrayed to the media. Are you a relatable brand looking to connect with everyday customers or do you offer a premium product or service that focuses on exclusivity and luxury?

Do you have a clear customer persona?

It’s important to build up a strong, clear customer persona so that your PR team can identify the media channels your ideal customer will be consuming. A budget-friendly furniture retailer isn’t likely to gain any potential new customers by pitching to high-end home publications. Knowing who your ideal customer is allows you to find exactly where they’ll be consuming content so that your PR can make a real impact.

Key takeaways

PR isn’t just for big brands. A well thought out campaign can make PR a powerful tool for small businesses and help them compete with big competitors.
It’s a marathon, not a sprint. Consistent PR will keep your brand visible over a long period of time, fuelling long-term growth.
Work with your agency. Have an internal member of your team work with your agency so they can quickly sign off content and provide business insights to support the campaign.
Is your business ready? Your product or service should be ready to put in front of journalists and you should have a strong sense of brand identity and a clear customer persona so your PR team can target the right audience.

If you’re a small business interested in PR, schedule a chat with us to see how we can help.