7 Reasons Why PR is Essential For Your Small Business
By the time I start working with most of my clients, they’re already aware of the huge impact that PR can make on their brand. However, some startups and small businesses who may be still learning about the best way to market their brand or are rightfully keeping a tight leash on their budget to get the biggest bang for their buck, PR can seem like a trivial piece of puzzle. And, let us just say, we get it. As a startup, you need to be lean and do what’s best for your company.
Once you have a handle on your brand message and a good sense of your marketing strategy, PR is an essential next step that will really make an impact on your brand’s growth. So, today’s blog zones in on a few reasons why PR is so essential for your small business and startup.
Grows Brand Recognition
“Oh yeah, I’ve heard of them”….is what you want your target customers to say. Spreading the word and building up your brand recognition is a huge part of setting up your company for growth and success. Having your brand featured in the media - whether TV, podcasts, articles in newspapers or online, puts your company name in front of a new audience that may not have ever heard about you before. PR helps to support all of the other marketing tactics you have in place to grow your brand recognition.
Builds Your Credibility
When your company is covered by a credible news source, it demonstrates your own company’s credibility. For both your customers, or even investors or other colleagues, they’ll see your company in a new light when covered by The New York Times, for example. The more you are covered by various news outlets, your customers will see you as a business that is worthy of media coverage and as a credible, reputable business. This helps to build trust with your core audience and customers, which is huge in growing your brand and working towards the success of your company.
More Influential Then Other Channels
Taking credibility a step further, being covered by outside, non-biased media outlets that are more influential then your own commentary. For example, if you say on your own social media, “We serve up the #1 burger in Boston!” vs. if Boston Magazine covers you and says, “One of the Top Burger Joints in Boston!”…which one do you think will come across as more influential? Media can help to build up your brand story and help tell the message that you want to serve to your audience and provide that credible influence to really make an impact on the minds of your target audience.
Increases Social Media Channels
Your Facebook page only has 146 likes and you know you need to build up more. But there’s only so far that begging friends and family to like your page or advertising will go. When you are covered by media outlets, not always, but the majority of the outlets will share the article on their social media pages and also tag your page when they do. We’ve seen many social media channels grow through this way!
Improves SEO
Search Engine Optimization…the ultimate goal to have your target customers find you organically when they are searching through the world wide web. Google’s algorithm is always changing, but one constant is that the more reputable websites link back to yours, the better off you are. Pro Tip: Include a Press Page on your own website that links back to all of your media mentions to for SEO optimization.
Shapes Your Reputation
When you are thinking through your brand reputation, part of that is what others think of you. If you have an authentic, genuine connection with the media that will come across in the articles that your customers are reading. They’ll see you in the same light that the writers do as well and that story will shape your company’s reputation. One thing to keep in mind is that anything you say to the media will be up for grabs and keep in mind PR can be a hugely positive thing, but also on the opposite side can be negative. Pro Tip: In a PR crisis situation, always consult a professional before speaking to the media.
Creates a Buzz
Word of Mouth marketing is the ultimate goal. A no cost way for people to talk about your company and spread the word with an authentic, credible, reliable source. That’s what you want. But, how does that happen? Getting picked up in media outlets is one huge way this can happen. Think about it, how easy is it to share an article on social media from BuzzFeed - a lot easier then sharing a blog post on the company page. PR helps to create that buzz and get people talking through genuine word of mouth marketing.
Want to chat more about how PR can make an impact on your bottom line? Get in touch today to schedule your complimentary consultation or email us at: holly@littlebirdboston.com.
