I teach webinars, masterclasses, run workshops and talks and I have realised that many small-business owners have heard the word “PR” and know that it is something to look into at some stage, however, they are embarrassed to state that they don’t actually understand what public relations is.
PR is the way that businesses communicate with their internal and external stakeholders. In a nutshell, this means that it is the way that businesses communicate with their employees and externally the media, their customers and investors.
Not all publicity is a great thing and the message that a business shares with the world needs to be strategically planned and meticulously executed.
The basic marketing mix is made up of the target market and the four P’s:
PR is not advertising. It is not an advertorial. It is not a live TV sales promotion. It is not a sponsored post. It is publicity that is generally unpaid unless the small-business owner hires an expert to implement the campaign on behalf of their business.
The message can be controlled to a degree, but it cannot be controlled entirely as it is unpaid. If it were paid then it would be an advert or a sponsored post.
PR should be customised to the target media outlet and the target audience. Publicity content should always be customised to the media outlet. It should also be current and newsworthy. Sales jargon and calls to action should be avoided when creating editorial.
Public relations can assist business owners with creating brand awareness, pitching themselves as an expert and building credibility. It can also personify a business when the business owner shares their unique story with the media and its customers. It can also help a business to grow their social media audience and SEO organically.
There are different ways of implementing strategies for start-ups:
Candice Meisels, Public Relations and Marketing Consultant and author of “The Power of PR – PR for start-ups and small business”