With technology moving so fast and digital marketing the second most important concern of every small business (after sales), it’s easy to forget – or sideline – the value of public relations (PR). Small business PR isn’t just for the ‘big boys’. And you don’t have to be a Fortune 500 company or brand to leverage that same PR power to gain visibility, establish credibility, and drive growth.

What is Public Relations?

Public relations (PR) is a strategic communications process that influences, engages, and builds positive relationships that shape public perception and highlight the best aspects of your business.

For small businesses, public relations is important for building credibility, awareness and engagement among their target audience.

10 Public Relations Ideas for Small Business

Because small businesses often have limited budgets, creating an impactful public relations effort can be a challenging task.

Whether you’re a startup, seasoned business owner, or somewhere in between, here are 10 PR ideas to use now. Try one, all 10 small business PR tips, or better yet — mix and match. Just be sure to add them to your 2024 marketing plan. 

1. Craft a compelling story
2. Host community events
3. Collaborate with local influencers
4. Use HARO
5. Offer expert commentary
6. Create share-worthy content
7. Leverage User-Generated Content
8. Network
9. Craft media releases for milestones
10. Offer exclusive deals to loyal customers

1. Craft a Compelling Story

Your business is more than just products or services—it’s a story. Ask yourself the same questions you’d ask other entrepreneurs. Why did you start your business? What challenges did you overcome? Tell your story – or talk about your journey in a way that resonates with your target audience. 

Authenticity isn’t just a buzzword. It should be a part of all your messaging. Make your story a topic of conversation that’s genuine, compelling, and memorable. With buy-in from your audience, they’ll feel part of your story, too. 

Pro tip: Use emotion in storytelling. It is a powerful tool that can help your audience resonate with your brand. 

2. Host Community Events

Local PR counts. Strengthen your local presence by hosting or sponsoring community events. It could be a workshop, fundraiser, or town celebration. All of these options work. 

Create an event that’s engaging and relevant. This not only provides local media with something to cover (the media needs stories, so why not contribute); but it also positions your brand as community minded. 

Pro tip: Think long-term, not just short-term – you’re building relationships. Remember to keep collaborations organic, real, and offer value so both brands benefit. And promote social sharing so everyone wins. 

3. Collaborate with Local Influencers

Local influencers can be powerful allies and help you ‘spread the word.’ Find influencers or leaders whose audience aligns with yours and ask them to collaborate. It could be an interview, product review, guest blog, or video segment – there are no rules, just ideas! Their participation can help you increase your brand’s visibility, awareness, and credibility. 

Beyond that, you can extend your reach and grow your audience. Nurture these relationships for maximum impact (before you need them), and help them as much as they’ll help you. 

Pro tip: Find an influencer’s audience that aligns with your brand. Each audience should have similar customer personas, which can amplify your PR efforts. 

4. Use HARO (Help A Reporter Out)

HARO connects journalists with sources – experts like you. When you learn how to pitch the right way, you can gain incredible free PR and publicity. 

Start by signing up for HARO. You’ll get daily alerts from journalists and reporters who are looking for your expertise. If a press query aligns with your experience, pitch it. Just make sure your response isn’t generic. Share how your insights add a unique angle to their story. If your response gets picked, you’ll earn media mentions which adds to your brand’s credibility. It’s a proven and timeless small business PR tip that works.

Pro tip: Be descriptive with your initial outreach to a journalist. You’re essentially bidding against several other experts that will also reach out, so your response should stand out and convince journalists that you’re the best expert to move forward with. 

5. Offer Expert Commentary

I know you’re an expert in your field. Now, tell the world! Even introverts can be a resource. Position yourself as an industry authority. Reach out to media outlets and offer to provide a unique point of view or commentary on relevant topics or what’s trending. This not only increases brand exposure but also establishes your expertise. 

You can also start a blog or YouTube channel that focuses on your specialty – or what problems you solve. Then, amplify your content so that it gains traction. Media outlets might even reach out to you, and that’s what getting PR is all about.  

Pro tip: When choosing a topic, consider selecting an area where you have expertise or a strong interest in. It will be easier to create valuable, unique and genuine content which your audience will love.

6. Create Share-Worthy Content

Whether you invest time in content marketing or outsourcing the task, creating content is key to building digital PR. What kind of content marketing works in 2024?  

• Engaging blog posts. 
• Charts, graphs, and infographics. 
• Short videos. 
• Podcasts. 
• FAQs. 
• Case studies.

Share insights as a thought leader. When you write content that offers value, it’s likely to be shared which boosts your brand’s visibility organically. Creating content is the first step. Content amplification takes it a step further. Whatever you do, make your content shareable on social media. 

Pro tip: Be sure to keep your content stored so it’s easily accessible. You can use old content to repurpose into other forms – like what was discussed in a podcast, and turn it  into a blog post or video. 

7. Leverage User-Generated Content

User-generated content (UGC) is powerful and so is social media, so take advantage of both. Encourage clients and customers to share their positive experiences. Real-life testimonials and reviews increase trust – and social proof trumps paid advertising every single day. Run contests where the best photo or review wins. Come up with branded hashtags and share them on social and with the PWLY (people who love you). 

Pro tip: We’re talking about the Art of PR and Promotion here, so give credit to the creators, too. USG helps fill your content bucket and creates a community where everyone feels valued. 

8. Network, Network, Network

Never underestimate the power of connections. You’ll find ‘helpful people’ as they say in feng shui everywhere you go – particularly at industry events, seminars, and workshops. Make it a point to connect with journalists, bloggers, and other businesses. Building these relationships can open doors to collaborations, partnerships, and media coverage. 

Pro tip: it’s more important to build genuine relationships rather than just business connections. If you want to establish your own power networking group, go for it. You can share insights, collaborate, and build meaningful community spirit – and support each other’s local PR. 

9. Write Media Releases for Milestone Events

Contrary to popular belief, press releases are not dead! Did your business accomplish something noteworthy? Or have a significant anniversary – like 25 years in business next year? Maybe it’s a product launch or a successful community event. 

Write a compelling press release and distribute it to local media outlets with quotes, videos, and images. This keeps your business in the news and makes your press release more engaging. It also increases the chances of them getting picked up by media outlets. Don’t forget to include blogs in your industry, alumni publications, and post to your own media channels. 

Pro tip: When it comes to press releases, the timing is crucial. Plan to distribute your media release well in advance of the milestone to give media outlets and stakeholders time to prepare and share the news.

10. Offer Exclusive Deals to Loyal Customers

Small business PR isn’t just about the media, it’s about rewarding loyal customers, so they feel valued. Show them love by offering exclusive deals or special access to new products and services. This builds loyalty and creates buzz – and digital buzz is what you’re looking for. Happy customers often become brand ambassadors and share their experiences. 

Brainstorm with your team for new ideas. Customization isn’t just a trend. It’s a solid marketing, sales, and PR strategy to increase sales, the lifetime value of a customer. and social reach. 

Pro tip: To find your loyal customers, use your customer relationship management (CRM) systems.

The Bottom Line: Using PR Strategies for Small Business 

As a small business you may lack the enormous budgets of big brands, but what you lack in funds – you can make up for in being genuine, having deeper, more meaningful connections, and agility. Speed counts. 

One last thought. It’s not always about how grand your gestures are, but how authentic and impactful they are. So, don’t be afraid to wear your brand’s story on your sleeve, engage like you mean it, and keep your PR efforts consistent, one month at a time. You’ll be surprised at how fast you’ll get the publicity your small business deserves.

Be sure to use our new Ultimate PR Planning Template for guidance!

Are you looking for more public relations help? I offer 1-on-1 PR training for small businesses to learn the skills of top publicists. If you’re interested in learning more, email me at Robin@RobinSamora.com or call (617) 921 – 3448.