Public relations is the relationship between the public and a company or other organization or a famous person. The goal of a public relations campaign for a business is to gain/increase awareness by the public about a newsworthy “story” having to do with your business. If you want to gain press coverage about your business but don’t have the funds for a full-service Public Relations Agency, don’t worry – below we’ve listed the top 10 tactics to help get PR for your small business and they’re all free!
1. Write & submit your own press releases
Sending your own press releases to a journalist gives them everything they need to know about the topic you’re trying to get exposure on. Sending your own press release will make their life so much easier because they won’t have to do their own research, which is saving them time! Therefore, they’ll appreciate quality, informative/newsworthy content are more likely to publish it.
2. Offer one exclusive story to one publication of your choice
If your small business has a newsworthy story, you can offer it exclusively to only one publication (make sure you tell them this when pitching). This demonstrates to the publication and the journalist that their publication is the most important and is the best fit for this newsworthy story.
3. Include a picture!
When pitching a story, think about how the story could be told visually. Great stories get turned down every day because they don’t have a photo to go with it. Never send a press release to a publication without a photo or two.
4. Make a media contact list and keep updating it
Build a list of influencers, bloggers and journalists to target and engage with regularly so you can get your business in front of new audiences. The bigger your network, the greater your chances are of getting your story picked up.
5. Be featured on podcasts and reach a whole new audience
When done right, podcasting can reach a new audience to inform/build awareness about your business. You will need to do research to determine which podcasts fit your target audience and then send them your press release and picture(s) with cover letter/email.
6. Create ‘how to’ content
The whole purpose of public relations is to make a connection between the brand and the audience. By creating ‘how-to’ articles or guides, you will be providing information that is very valuable and can be used time and time again.
7. Become a guest blogger on other business sites
By offering to be a guest blogger on someone else’s website, you have the ability to reach a new audience. Some platforms post guidelines on the content they would like to publish and will even accept guest submissions. Make sure to check the guidelines before you submit. Another huge benefit of being a guest blogger on another site is that you’ll most likely receive a back-link to your website which helps your SEO.
8. Create content that could go viral
Create content that has the highest possibility of getting shared across the internet or on social media. Viral content can accomplish global recognition in record time.
9. Be familiar with the hashtags that are trending
Right now, on Twitter, Instagram and LinkedIn there are millions of hashtags being used. Hashtags allow you to see what topics are being talked about the most on social media. Using popular hashtags can strengthen your recognition as a leader on the topic. You can use hashtags in the content that you post on social platforms so others can find your content.
10. Nail your one-sentence pitch
A pitch is the most powerful piece of information you’ll use to describe your business. People have short attention spans and only have a few seconds to read what you have to offer. You can use this one-sentence pitch strategy at networking events or trade shows where you have the opportunity to talk to many people and get the word out about your business. A one-sentence pitch helps someone grasps the concept of your brand, product, company or service fast and there is nothing more important than that.
Public relations is a powerful marketing strategy that allows your brand to have a connection with your target audience. Public relations agencies can cost an insane amount of money. However, executing these top 10 tactics can help your small business gain PR for free. If you have any questions regarding how to start a public relations campaign, please feel free to reach out…We’re always happy to help!
Danielle Foley, Owner
Foley Marketing Advisors