{"id":26003,"date":"2018-10-09T19:07:15","date_gmt":"2018-10-09T17:07:15","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=16001"},"modified":"2018-10-09T19:07:15","modified_gmt":"2018-10-09T17:07:15","slug":"why-small-businesses-must-do-pr","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/why-small-businesses-must-do-pr\/","title":{"rendered":"6 Reasons Why Small Businesses Must Do PR"},"content":{"rendered":"

Running a small business is no easy task.
\nYou\u2019ve got limited time, budget, and resources to get stuff done to grow your business.<\/span>
\n*This is part of an ongoing PR-focused series, brought to you by our friends at Mynewsdesk, the leading PR management solution in the Nordics.\u00a0<\/em>
\n\"\"
\n 
\nHowever, you need to put yourself out there as much as possible to have steady incoming revenue. So, where do you even start?<\/span>
\nOne way of making the best use of your resources and generating new business is by doing great PR.<\/a><\/strong>
\nAccording to the\u00a0Public Relations Society of America<\/a>, \u201cPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.\u201d That\u2019s a pretty broad and somewhat complex definition.
\nIn simpler terms, PR is essentially about<\/a> earning people\u2019s attention and trust and gaining free publicity as a result of that.
\nSome of us tend to think that PR is only for large, multinational brands that have huge marketing budgets. It would make sense, since doing PR seems like a full-time job that requires the type of resources that SMBs just don\u2019t have.<\/span>
\n\"\"
\n 
\nOn the contrary, PR is even more essential for small businesses to grow. What\u2019s more, there are excellent, affordable tools and resources now to help SMBs manage PR \u2013 making it more accessible to them.<\/span>
\nIn this blog post, I\u2019ll share the six key benefits a small business will gain from doing PR.<\/span><\/p>\n

1. It stretches your budget<\/h3>\n

For small business owners, every dollar has to go a long way. Getting journalists and influencers to write about your business won’t cost you a lot of money<\/a> but more in time.
\nBy doing PR, you\u2019re continually working on building trust and credibility for your brand without spending too many marketing dollars.<\/strong>
\nEven better, word-of-mouth recommendations and organic buzz influences more potential customers to visit and talk about your business.<\/strong>\u00a0By getting others to consistently bring up your name in a positive context \u2013 be it influencers, journalists, happy customers, and even employees \u2013 will undoubtedly make your business grow in the long run.<\/p>\n

2. It’s more effective than advertising<\/h3>\n

Earned publicity \u2013 be it word-of-mouth, customer testimonials or editorial media coverage \u2013\u00a0merely is more trusted than advertising.
\nAccording to a Nielsen study, PR is 90% more effective <\/a>than advertising in influencing consumers. That being said\u00a0getting a favorable mention of your brand, which is earned and not paid, holds much more weight than an ad. <\/strong>
\nWho are you more likely to believe, a salesman or a person just like you who bought a product?<\/span>
\nBecause of social media, we\u2019re exposed to so much marketing and advertising content. People don\u2019t trust brands as much anymore which is why influencer marketing and PR content provides an authentic touch to your business.<\/span><\/p>\n

3. PR loves marketing<\/h3>\n

In your mix of activities, public relations is another crucial way to reach your audience, build awareness and create a positive business image.<\/span>
\nInstead of it competing with your marketing efforts, PR can supplement and support your other initiatives in a way advertising can\u2019t.<\/strong>
\nUse PR to provide and deliver real value to your audience \u2013\u00a0be it by sharing something useful, educational or inspiring – and you\u2019ll win people\u2019s attention. It may sound hard, but all it takes a good plan and hard work.
\nWhen getting developing a PR campaign, try to know and empathize as much as possible with your audience and provide something they would consider valuable.<\/p>\n

4. Good PR strategies prevent problems<\/h3>\n

For small businesses that rely heavily on word-of-mouth, upset customers can spread bad publicity and put a dent in your brand credibility.
\n\"\"
\nThat\u2019s not all, employee-related scandals, defective products, and potential lawsuits can be mitigated if dealt with quickly and in the right way.
\nA key part of PR is to stay on top of what’s being said about your business<\/a>\u00a0and making sure that information that’s being spread is accurate. If it isn’t, your PR plan should include a section on how to manage and rectify misinformation.
\nIf you\u2019re not monitoring your business<\/a>\u00a0and keep yourself in the dark, you\u2019re leaving a lot at risk. Remember, one negative comment can escalate and ruin your brand while building real trust and credibility takes years – so don’t take the risk.<\/p>\n

5. PR boosts brand visibility<\/h3>\n

Unlike traditional media, online media doesn\u2019t have a shelf life. News articles remain visible<\/a>\u00a0on search engines indefinitely. This means any PR content you create can gain more value as it lives on.
\nMoreover, other news outlets, bloggers and even customers may link and share the media coverage. By sharing timely and relevant stories across earned, owned and shared channels<\/strong> you will keep your business high up in search engine rankings, which will, in turn, bring more customers knocking on your door.<\/p>\n

6. Creates long-lasting relationships<\/h3>\n

As PR is about building trust and delivering value, you\u2019ll establish lasting relationships and generate goodwill.
\nBuilding and maintaining relations might seem like a time-consuming endeavor, but if you work with it systematically, you\u2019ll create a daily or weekly routine that is easy to keep.
\nCommit each week 30-60 minutes<\/a>\u00a0to do PR, and you\u2019ll see the returns regarding new customers and more people talking about your business.
\nAlso the best thing of all, you\u2019ll get all that positive publicity for free.<\/p>\n

PR versus advertising: which is for you?\u00a0\u00a0<\/strong><\/h2>\n

If you’re still not convinced about all of the benefits doing PR would have on your small business, read on.
\nAccording to PR professional\u00a0<\/strong>Robert Wynne<\/a>, \u201cWith advertising, you tell people how great you are. With publicity, others sing your praises. \u00a0Which do you think is more effective?\u201d
\nHere\u2019s a summary of the differences between PR and advertising Wynne has identified:<\/p>\n\n\n\n\n\n\n\n\n
Advertising\/marketing <\/strong><\/em><\/td>\nPublic relations<\/strong><\/em><\/td>\n<\/tr>\n
Paid<\/em><\/td>\nEarned<\/em><\/td>\n<\/tr>\n
Builds exposure<\/em><\/td>\nBuilds trust<\/em><\/td>\n<\/tr>\n
Audience is skeptical<\/em><\/td>\nMedia gives third-party validation<\/em><\/td>\n<\/tr>\n
More expensive<\/em><\/td>\nLess expensive<\/em><\/td>\n<\/tr>\n
\u2018Buy this product.\u2019<\/em><\/td>\n\u2018This is important.\u2019<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

You can see where I’m going with this.
\nA one-time print advert in a national newspaper can cost around $ 37,800. A news article mentioning your brand, however, is not only free but also builds more trust and credibility and has an indefinite shelf life.<\/strong>
\nIf you\u2019re a small business owner, PR will offer you more bang for your buck. \u00a0As Claire Daniel<\/a>\u00a0writers in Adweek<\/a>, \u201cPR trumps advertising in credibility, price, quality, effectiveness, and usefulness.\u201d
\nSmall businesses don\u2019t have the financial resources that big companies have, nor do they have the same advertising budgets. Therefore, doing PR yourself allows you to gain exposure little by little, without pouring in as much as a large company would have to.<\/p>\n

How do I get started in doing PR? <\/strong><\/h2>\n

Now that you’ve had an overview of all of the benefits of doing PR, you can’t wait to start!
\nBefore you do, I’m going to take you through four steps of a PR activity you need to do on a regular basis, dubbed as the PR workflow.
\nFirst, you need to monitor your industry<\/a>\u00a0and your brand. By doing that you will get a whole lot of insights on what you should and shouldn\u2019t do and how to position your brand within the marketplace.
\nSecond, you need to know how to identify and engage with your audience<\/a>. If you don\u2019t work hard in this area, all your communications will be done in vain. \"PR
\nThird, you need to create and distribute storie<\/a>s<\/a><\/u>. To do this well, you need to understand what makes a good story and why anyone should care.
\nFourth, you need to measure<\/a>\u00a0what you are doing to ensure you are making the right impact. Without having a data-driven approach, making and tracking progress will be hard.
\nSo in summary, the PR workflow covers these four steps:<\/p>\n

    \n
  1. Monitor your industry<\/li>\n
  2. Create and distribute stories<\/li>\n
  3. Identify and engage your audience<\/li>\n
  4. Measure your reach<\/li>\n<\/ol>\n

    The key to good PR is keeping your brand top of mind. So this means that you’ll want to consistently be doing these four steps to keep a steady flow of your brand’s content in your audience’s view.<\/p>\n

    Learn more about PR<\/strong><\/h2>\n

    As I mentioned, PR is a very broad concept that includes a lot of different parts. You certainly aren’t expected to learn everything in one blog post!
    \nA great place to learn more about PR and the different areas of activity within is Mynewsdesk\u2019s     Digital PR academy<\/a>.
    \nhttps:\/\/mynewsdesk.wistia.com\/medias\/ezh9yjb0cy?embedType=iframe&videoFoam=true&videoWidth=640
    \nThe Academy covers a range of topics from     Storytelling<\/a>, Influencer Relations<\/a>, Distribution<\/a>, Measurement<\/a>, Visual Communications<\/a>, Media Relations<\/a>, and SEO<\/a>.
    \nCheck it out and let me know what you think in the comments. Also, stay tuned to our next edition in this PR series!
    \n    \"Manage<\/a><\/span>
    \n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Running a small business is no easy task. You\u2019ve got limited time, budget, and resources to get stuff done to grow your business. *This is part of an ongoing PR-focused series, brought to you by our friends at Mynewsdesk, the leading PR management solution in the Nordics.\u00a0   However, you need to put yourself out … Continue reading 6 Reasons Why Small Businesses Must Do PR<\/span><\/a><\/p>\n","protected":false},"author":81,"featured_media":28259,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[315],"tags":[],"class_list":["post-26003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"\n6 Reasons Why PR is Essential for All Small Businesses<\/title>\n<meta name=\"description\" content=\"One key way for small businesses to make the most of your resources and generating new business is by doing great PR. 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