Imagine these scenarios: Your small cupcake business graces the cover of Martha Stewart Living. Your not-for-profit hits a record amount of donations at the annual fundraiser. Your law firm is featured in a Forbes editorial. What do all of these scenarios have in common? All these small businesses can benefit from the often untapped resource public relations.
The Canadian Public Relations Society (CPRS) defines PR:
public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.
As public relations consultants our job is to help businesses – large or small – deliver their great idea or product to the right audience at the right time.
Small businesses, in particular, often hesitate to tap the potential of PR due to many misconceptions about public relations:
- PR is often equated with marketing or advertising, undermining the value that PR can add to a business: in reality public relations is a critical part of the marketing mix.
- PR is too expensive.
- PR is too much work.
- PR is old-fashioned: social media has replaced PR.
And the excuses trail on. However, public relations is the only branch of communications that understands the relationship inherent in every transaction. Whether you are a small, home-based business or an established retail shop, there is tremendous value that PR can bring your to small business.
PR is an awareness generator:
When you as a business owner include PR in your business plan you strategically position yourself for a greater chance of success. If you are launching a new product, awareness can be generated through social media, media relations, event execution, or marketing communications. Combined, these tactics generate awareness of not only your product or service, but also your brand. Research shows that people are more likely to buy a product based on a third party endorsement than a traditional advertisement. Public Relations generates a conversation around the product, which leads to increased revenue. Positive PR can help solidify your business’ reputation, making it attractive to potential investors and customers.
All businesses have a unique story to tell:
Your story is what differentiates you from the competition, communicates your company’s mission and vision, and gives your target market a good understanding of what your business is all about. Public relations consultants communicate your unique story by mixing
- expert strategy
- strategic timing
- innovative tactics
to create a winning formula for your growing business.
Sounds good, right? Public relations is a powerful tactic, but there are many different kinds of agencies, with different approaches. To determine which agency is right for your business, you need to define your goals. Are you looking to attract investors? Are you launching a new product and need help planning a product launch? Do you want to create buzz around your product or service? All agencies have their own unique strengths, but each one will work on your behalf to tell your story and grow your business.
For more information on how Alchemy Communications can help you grow your business, check out our video:
For More Information:
- PR Newswire: How Public Relations Can Help Your Small Business Grow
- Huffington Post: Small Business PR