4 PR Tips for Small Business Owners
When it comes to marketing your business, PR is a powerful tool that should be a part of your strategy, no questions asked. Rather than paying for publicity like you do when you advertise, PR is an authentic way to generate brand-defining storytelling through stories in the media. While ads you run will come and go, media placements are a lasting way to tell your story, promote your brand/product, and connect with new audiences to generate awareness.
With more than 10 years in the public relations field working for major brands like Nike, Unilever, and McDonald’s, I have seen the positive effect a great media placement can have on a business. But when you’re a business owner wearing many hats, creating a PR strategy and pitching media can feel overwhelming and just like another item on your to-do list.
At Whirlaway Marketing, we work with clients of all shapes and sizes to deliver world-class PR support that meets their needs. Because we see the power of working with a seasoned PR pro, our first tip is always to work PR support into every budget. But if you’re just starting out or if you’re just not ready to bring on the necessary help, consider these 4 tips when implementing PR tactics that will move the needle for your business:
1. Read, watch and listen to all of the things
The best way to send an amazing pitch to a journalist is by being familiar with the content they cover. Be sure that you’re consuming media from outlets relevant to your business. For example, if you own a fitness studio or restaurant, you’ll want to be sure you’re keeping tabs on the local reporters that cover openings, events, and local entrepreneur profiles. Follow what they’re writing and posting about regularly both in their publication but also on social media channels like Twitter and Instagram. This will help ensure that your pitch is personalized, which we’ll discuss more in the next tip.
2. Make it personal
Repeat after me: “I will NEVER email blast reporters my pitch.” Nothing will make a reporter disregard your email quicker than something that makes it clear that you don’t know them. Never blast your media list with a pitch that is not personalized. If you don’t have the time, you’re better off just picking a few select journalists and reaching out to them with a highly targeted angle. Also, keep in mind that some reporters will only cover if they get an exclusive on the story, meaning they’re the only ones that get to cover it… When you do reach out to them, mention things they’ve recently covered and be sure to make it clear why you think they should care.
3. KEEP IT CONCISE
Journalists are busy people. Depending on where they work, they’re often hearing from hundreds of people every day who are trying to convince them of what they should cover. Your chance to hook them happens in the first paragraph of your email. Don’t expect them to read 4-5 paragraphs before they realize what the story is and don’t send your pitch in the form of an attachment that they have to download. If you want to include additional info, link to your website or supporting articles in your pitch – they’re click through if they want to learn more.
4. Make it TIMELY
A journalist’s job is to cover the news. Consider this when you send your pitch. Newsworthiness can be affected by your product lifecycle, as well as the season or other things happening in the news at the moment. If you don’t have something new to share, think about how can you create a story to tell to create urgency.
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PR is a powerful tool that can move the needle for businesses of all types and sizes. Interested in learning how Whirlaway Marketing can help you with a bespoke PR strategy? Let’s connect!
With a background in media relations and strategic communications for some of the biggest brands in the world, Haley brings a passion for storytelling, content creation, event planning and strategic marketing to her role at Whirlaway Marketing. Her resume includes past roles at Nike and serving for clients including Johnson & Johnson, Unilever, and McDonald’s.