We are often asked, “I own a relatively small business, what can public relations do for me?”
While there is no one specific answer, PR can do many things to help a small company.
Public Relations can help a firm become known, or better known, within its targeted client base.
It can help develop overall market awareness, and enhance or change public opinion about the company’s products or services.
It can assist the sales team as part of a coordinated marketing effort to help the team meet their objectives.
PR can help motivate employees and demonstrate that the company is providing them with solid backing and support.
Public Relations can also help the company become a good corporate citizen in the community it serves.
Small companies using an innovative and creative campaign can realize the same benefits of its larger corporate counterparts. There are dozens of examples of this happening every day. Just check out your daily newspaper, your local business journal, USA Today, and even The Wall Street Journal and you’ll see what I mean.
However not every small company may be in a position to execute a campaign. It may be limited by funding or simply not have the human resources or the time to work with a PR firm.
Companies need to ask themselves if they have a story people would be interested in reading and hearing about.
They need to ask themselves if they, the owner, or another staff person has the time to become a liasion with the PR firm and keep it updated on company news and events. No news is bad news when you are trying to communicate with your clients and prospects.
The company must also be in a solid financial position where they can compensate the PR firm in a timely and acceptable manner. Developing a PR budget and earmarking those funds specifically for this purpose is always a good strategy.
A small business may be five people getting together with a great idea to launch a new company, or a 30 year-old family owned firm generating $50 million in sales.
Either way they should both get the media attention and marketing support they deserve from a carefully planned and thought out public relations campaign.