Packing a positive punch Using PR to promote your business

Public relations is literally the relationship you have with the public – your customers – and it’s a great tool for building awareness (and sales) for your brand and your products. There was an interesting article in the FT last week regarding the value that PR can bring to your business and, since not a lot of small businesses talk about it but almost all businesses could benefit from it, we thought we’d share some key tips. We’ve also added some of our own thoughts on social media, since this plays a central role in PR and customer engagement these days.

Here are the top five tips for successful PR:

• Make the most of being a start-up: The media likes nothing more than an exciting start-up story, so don’t be shy. New entrepreneurs are inspirational to many and it’s at this stage that you can tell your life story and explain how you turned your dream into a successful small business. If you can afford it, use an agency to gain access to the press but tell the tale yourself. Don’t forget, no one knows your company’s story or can sell your products better then you!

• Make your story newsworthy: A journalist is unlikely to write about your products alone and typically needs a news hook. Think about what you’d like to read and what the journalist needs to make a story, for example, what separates your business from other? What kind of trends or news pieces to you find interesting?

• Embrace social media: A recent survey found that 60% of small business who used social media for PR purposes saw a positive impact on their business. 46% reported an increase in brand awareness and 36% said they had attracted new customers. Consider the different channels available to you such as LinkedIn and Twitter and determine what might work best for your business. You can read a previous blog for further social media top tips.

• Listen: Don’t forget that social media is a two-way street so don’t simply push out sales messages. Online provides a great opportunity to listen and respond to feedback, and offer help and advice. By engaging with customers through multiple channels and having real conversations you are more likely to gain their respect and loyalty.

• Use and reuse: PR is often an extension of the work you’re already doing so take a look at your existing marketing activities to see if there are any newsworthy items hidden away. For example, could you publish the research you’ve conducted for marketing purposes? Or could you tweet about key events and projects you’re working on through Twitter?