PR for All: 4 Ways PR Can Help Small Businesses
PR and earned media can shorten your sales cycle
PR is an authentic way of sharing your thought leadership, products, services, and brands with the public, but media hits must be “earned” by nature of your company being newsworthy or by leveraging expertise within your business to add value to the conversation.
For example, if your nonprofit is focused on the environment, the Executive Director could be featured by national, regional, or local press explaining common misconceptions about recycling. This type of press coverage lends credibility and trust to a nonprofit and its leader, reinforces their commitment to the environment and validates their efforts in the eyes of the public. Media coverage of this nature offers a valuable opportunity to engage and mobilize supporters more effectively, and ultimately, lead you further down the know/like/trust pipeline to shorten the sales or fundraising cycle.
While PR is not a 1:1 sales conversion strategy, regular press mentions can be the missing touchpoint that can initiate a buying decision or sales inquiry when integrated into a holistic marketing plan.
PR can improve your organic search and SEO
PR and Search Engine Optimization (SEO) go hand in hand. Digital PR efforts can lead to high-quality backlinks that will boost your existing SEO efforts. Backlinks from major media sites such as HuffPost, Business Insider, and Refinery29 signal to search engines that your website is trustworthy and deserving of high search rankings. Some news media sites also merchandize their content across newsletters and social media, and may even syndicate their stories to other sites. This provides additional reach and will in turn amplify your visibility.
Together, earned media and SEO can provide a business with improved analytics and a competitive edge in today’s ever-evolving digital landscape.
PR can help you reach new audiences
Your small business or nonprofit might be very well known in your circle, but earned media can introduce your message to a whole new audience of donors, volunteers, decision-makers, customers, etc. The more earned media that is being generated, the more audiences are learning about your mission. For example, a story on the evening news about your nonprofit’s upcoming food drive can be a great way to garner more attention and gather more volunteers or donations. Additionally, features in local papers or magazines can create additional foot traffic to brick-and-mortar locations or lead to an influx of calls for your service-based business. This expanded reach can support fundraising or business goals and will also keep your organization top of mind within your existing network when leveraged on your website, social media, and marketing channels.
PR can set you apart
Inevitably, other businesses are selling similar products or services and other nonprofits are looking for donors, partners and support. Having more awareness of your story and favorably highlighting your business, product, service, mission, etc. will set your organization apart. When a media outlet is the one showcasing your journey, values, and mission it helps breed trust while also laying a solid foundation for your reputation. Then, when it comes to purchasing a product or service, making a donation, or volunteering, you already have a leg up because you’ve been consistently credible and visible to these audiences.
Yes, it’s true, even your small business or nonprofit needs public relations. In a world where everyone wants their business/product/service to be the next best thing, a well-rounded public relations campaign can make all the difference in establishing your brand and distinguishing yourself in your market.
