Get Free Advertising for Your Small Business
with Public Relations
Most small business owners don’t have a public relations plan, but they should. Planning PR opportunities is a way to draw attention to your business. It’s basically free advertising for you!
I’m reminded of a plumbing company in my hometown. They buy small ads for many student activities – play programs and high school sports programs. When a team or the marching band is competing at state, this business always wishes them well on their outdoor sign. At Christmas, they have an elaborate display, with many families driving by to see it.
So what does this effort do for their business? Well, I would bet it brings new customers their way. People appreciate their quarter-page ads and the marquee supporting youth in our community. This company has made a personal connection with parents and grandparents. They bring a smile to families driving by to see their Christmas decorations. They are a plumbing company giving people “warm fuzzies!” When a person is faced with the aggravation of backed up pipes, who do you think they'll call?
This company has created what is called top-of-mind awareness through their public relations. When a person needs their services, the company name comes to mind. All small businesses should include public relations in their marketing plan. In many instances, if approached with sincerity, it is more powerful than paid advertising.
Five Quick Tips:
- Build community involvement into your marketing plan. If you have employees, find out what cause they would like to support. Then focus any volunteer efforts or cash donations on this cause. For example, if your employees are passionate about fighting cancer, focus on entering a walk-a-thon for cancer research. Contribute a percentage of sales for a month to the children’s cancer unit at a local hospital.
- Be sincere. PR for self-serving purposes will hurt, not help anyone. That’s why you want to choose a cause that you and/or your employees care about. If they don’t care and don’t want to be there, it will show.
- Generate publicity. If your staff is representing your company in the community, provide a t-shirt for them to wear. Of course, it should carry your company logo. If you are doing something to help a charity, think of an unusual twist, and send a press release.
- Help your employees understand, when they are in the public representing your business, they are the face of the company. Their behavior contributes to the overall image people will have of your small business. They need to be friendly and positive. They should take care with the things they say and do.
- Know that PR is not all about building a positive image in the community. It's also about preserving your image. Your small business should have a crisis management plan. A crisis management plan is not the same as a disaster recovery plan. A crisis plan helps you determine, ahead of time, how you will communicate with employees, customers and the media in case of a crisis. Planning ahead can prevent you from making mistakes if in the middle of a difficult situation.
Go Beyond the Basics
Find out more about building public relations into your marketing effort. Follow the links below for sponsorship guidelines, a sample news release, a crisis management format and much more to help you launch your PR effort.
