Guest Articles

These days, with so much focus on Instagram likes and influencer collaborations, elevating your brand through traditional media (i.e., online, print, and broadcast) often gets neglected. But if you’re a small business owner who naturally wants more credibility and exposure, strategic PR is a brilliant way to achieve those things quickly and cost-effectively. 

SMEs and start-ups can struggle with increasing their visibility and establishing authority. They assume it takes a big name and, therefore, big budgets to be heard, so they don’t shout enough about their achievements. Also, many aren’t conveying what they offer in a way that truly resonates with their audience, especially if they have a complex product or an innovative idea that requires educating people. It’s important to remember that sales speak, and too much focus on what you do, rather than how you add value isn’t the way to connect. 

When resources and cash flow are tight, getting noticed can seem impossible. However, these obstacles can be overcome easily once you know how to craft your message and amplify it through relevant media outlets.

Definitions of PR vary, but broadly speaking, it is about communicating deliberately and strategically with your target audiences to raise awareness, increase understanding, and shape perceptions of you and your business. 

Crucially, PR relies on earned media, which means getting talked about in the press without paying for it. As such, the content must be newsworthy. Relationships with the media and consumers are built on trust, founded on the knowledge that you have valuable information to share. Statistics show that PR is 90% more effective at influencing consumers than advertising because the coverage is considered genuine third-party endorsement rather than promotion, underscoring your credibility.

Other benefits of PR include showcasing your expertise, building your personal brand, developing deeper connections, as well as generating content to expand your digital footprint and help with SEO. If you’re an SME looking to attract investment, all of these things are essential to engage investors and develop a positive public image.

Tactics-wise, you can do many different things, depending on the kind of product or service you have and what you want to achieve. 

Some typical PR tactics include:

• Opinion articles
• Press releases
• Speaking opportunities
• Interviews
• Product reviews
• Gifting
• Media and community events
• Brand associations
• Brand ambassadors and influencers

If you want to undertake a PR campaign, you can hire a freelancer or an agency, or handle the outreach yourself. Either way, here are some tips to keep in mind. 

• Define your objectives and align your expectations – PR won’t solve every problem, no one tactic can. So, if you expect to double your sales in the first two months, you need to be realistic. Think about what you want PR to achieve and build your strategy from there. If the primary goal is to drive traffic to your website, the execution will be different compared to if it’s about being seen as a thought leader or launching a new product. Your strategy can and should evolve as your business’s needs change; review your progress and adapt your approach regularly.
• Know your audience’s interests and motivations - effective PR relies on building deep connections. You need to know what topics your audiences are interested in, what issues matter to them, and what challenges you can help them solve to create content that inspires action.
• Develop a strong positioning and key messages – a surprising number of business owners can’t articulate their company’s value clearly and concisely. If you’re investing time and money in PR, this is critical to demonstrate why you’re different and get journalists’ attention. Your positioning statement will guide the key messages (what you want people to remember about your company), which should be woven throughout your communication materials.
• Understand the media – just as you must familiarise yourself with your audience, you need a good understanding of the target media. Research the publications you would like to be featured in to see what sections they have and what type of content you could share. Even if you are working with an agency, knowing where you want to be seen is beneficial.
• Measure success – Think about what metrics are relevant for you. Traditional PR metrics like AVE (Advertising Value Equivalent) are outdated and the formula is too basic to reflect a tangible impact. Metrics you might be interested in include the number and quality of mentions, article sentiment, how many people were exposed to the coverage and whether it led to increased website or social media visitors. 

You put so much effort in as a small business owner that you deserve to create an impact for the incredibly hard work you’re doing. The secret is ensuring the right people know your value, and PR is a powerful way to set yourself apart. 

Author: Samantha Armstrong, Managing Director of The PR Company

[email protected] 

www.the-prcompany.com 

+971 501582958