Gone are the days when public relations were important for major brands and conglomerates only.
In this modern age, if you want to make your small business successful, you need to pay attention to its PR as well.
A well-planned PR campaign can do wonders for your business and can leave a long-lasting impact.
PR is not just one of the most important parts of marketing, but it is considered to be more effective than Advertising as well.
It is the practice of building an image for your brand so that your customers will trust you and respect you, which is something that can rarely be achieved via advertising.
A lot of businesses do PR for them by establishing their own team, but small businesses do not have that many resources.
You can opt for a nordic pr agency who will take responsibility for your brand and can rebuild your image from scratch.
But whether you do it yourself or hire a PR firm understanding the fundamentals and ingredients of PR is very important.
In this article, I mention a few PR tips that every small business must know.
Establish Your Reach
The first and most important thing you need to do is establish your reach.
In PR, you tell stories, so identify who you are going to tell this story.
Once you have decided how much audience you want to reach, you can move on to the next step of choosing the right medium.
For example, if you want to reach the locals only, then it is better to go for media that is locally well-known, but if you want to do it
on a global level, you will have to go after international media.
Remember, this does not refer to the target audience of the business.
The reach and audience must be defined by the nature of the story.
Make a List for Your Media
When you are making a list for your media, keep in mind that this will expand and change in the future.
You will not be targeting the traditional media only, but you will be taking the digital media road as well.
You can make a separate list for both or can add them in the same one depending on your preference.
Making a sheet on excel is a great idea, as it will allow you to manage your PR contacts easily.
You might have different stories to pitch at the same time for different journalists.
Don’t remember to add a column for feedback either, as you would not remember all the things on your own when you will be contacting so many journalists.
Identify the Right Story
The most important part is to identify the story that you will be telling the people.
Your business may have several different stories to tell, make sure you pick the newsworthy one.
Your story will determine what will be the nature of your PR strategy and what mediums you should target.
You must keep a calendar for your business stories; not only can you identify the newsworthy stories this way regularly, but you would also get new ideas as well from individual stories.
Look for something that will make your target audience believe that your brand is not all about making money, but it cares about its environment and society as well.
Also, make sure your story is being told through the right channels.
Before You Pitch, Establish a Connection
When you are doing paid PR through digital media or traditional media, things are easier as you can just connect with the journalist and can give them the story.
But when you are doing non-paid PR, it is highly recommended that you must connect with a journalist before directly pitching them the story.
You should know a good deal about them and must understand what kind of stories appeal to them.
If you are pitching a story to a journalist who is from a totally different domain, then you are not doing it right.
That is why it is important for you to connect with them before you talk to them about the story.
And luckily for you in today’s world, it is much easier to connect.
You can just follow them on twitter or can like their page on Facebook.
Once you know you have chosen the right target, you can pitch your story.
Build More Relations
Another good PR strategy is to build as many strong relations as possible.
You need to identify the focus of media in your industry.
You need to attend all the important conferences and seminars relevant to your business so you could meet some interesting people and journalists along the way.
When you meet them through such events, you are establishing a personal connection as well.
So when the time comes, and you have to pitch the story, they will be more inclined to get the story out in the media.
Create a Convincing Pitch
Once all the work has been done on the story, the next thing you need to move to is the pitch.
It is essential that the pitch you are creating must be effective.
While it is true that sometimes your pitch relies totally on your luck, but by doing it right, you can increase the chances of your success.
First of all, make sure you have chosen the right media for your pitch, then wait for the timing.
If the story related to your business is part of something bigger, then wait till that’s the hot topic then and then pitch the story.
Also, make sure that your pitch is written well! Keep it as short as possible; the more details you add in the pitch, the more attention you lose.
Add a concise introduction that tells what the story is all about, and follow it by a paragraph that follows the classic news rule of answering the five W’s and 1 H of your story.
And remember, if your story is not published/talked about or is rejected, then do not worry and move onto the next journalist as that can happen in PR.