Back to Basics #20: How to Build a PR Strategy as a Local Business

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An important part of running your small business is to make sure that you have a strong PR strategy in place. PR stands for public relations, and it is an integral part of defining your target market and reaching them in a positive and effective manner. It’s impossible nowadays to run a business and a marketing campaign without considering your approach to PR as well.

If you’re new to the idea of public relations, no worries! In this post, we’ll talk about some of the basics that you can do to help improve your presence and positive image in your community.

Define Your Audience.

There’s no use in trying to market to anyone if you can’t decide who to market to. Think about it: If you own a retirement community and you’re looking to appeal to new residents, sending out advertisements to college students isn’t going to help you very much. This is why you need to define your audience before you begin. Once you have that figured out, you can move on to planning your strategy.

To get started on this, you can take a look at who is already visiting your page using a Google Analytics account. You can find the basics of how to set up an account here. Once you have determined who is interested in your site, you can easily start sorting out your marketing methods to appeal to those demographics.

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Get Online.

With your new audience in mind, go to where they hang out. The easiest way will be to reach them online, although depending on your audience, you may still be able to reach people by cold calling or newspaper advertisements. But for many of us, our audience is online, just waiting to be found!

Consider your brand identity when going online, too. Your company will be associated with your positive image. How will you help your customers remember you? How will you stand out in the crowd? Work this into your campaign. When you’re updating social media, keep a clear and consistent voice. Don’t talk about personal things or your opinions on the latest political argument. Keep your words professional—nothing can ever be scrubbed completely from the internet. Don’t fall into the trap of getting confrontational or controversial!

Find Opportunities to be Seen in the Community.

For local businesses, an integral part of success is being seen in the community. Whether you’re a new business or you’ve been around for 40 years, you need to be active, visible, and a positive force in your community. People love connecting with local business owners. And if you leave a positive impression on them, you can bet that they’ll remember you the next time they’re looking for someone who provides your products and services!

A great way to do this is to look for ways to volunteer. Whether you want to donate food to a shelter or donate some money to a cause you believe in, any step toward charitable giving is a positive one. You can take part in local festivals and events by offering coupons to guests, or you can even set up raffles so you can get people excited about interacting with you. Or you could simply help out the community around the holidays, whether you’re involved with a parade or a school fundraiser. There are tons of ways to get involved, so get creative!

Find Speaking Opportunities.

Almost everyone hates public speaking. But if you get over your fears long enough to do get up in front of a crowd, you can generate some great exposure for your business. Is there a trade show or conference going on in your town? Look into becoming a speaker for the event—you could be on a panel or even nominate yourself to be the keynote speaker if you feel you have the chops!

Be forewarned, however, that these endeavors take a lot of preparation. Furthermore, you’ll have to plan for these events because many are scheduled months ahead of time. But if you do your research and come prepared, you’ll find that the results you get can be fantastic.

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Pitch Your Story.

Did you know that journalists can be reached through social media? Before, you might have had to call them up, fax them, or email them. But today, journalists contribute to blogs, have social media accounts, and network with other journalists. This creates a number of free opportunities for you to reach out and contact them. Comment on their Facebook posts. Track them down on Twitter and engage them in conversation. Find blogs they contribute to so that you know and understand their work. If they’re looking for stories that you think they could use in a story, reach out and give them your ideas. It helps to have a kind of “press release” prepared beforehand so that you can give them what they need with little turnaround–you need to remember that they’re very busy and often get pitched to many times a day. Keep in contact with them and they’ll be more likely to remember you the next time they’re doing a story in a similar vein.

Decide On Your Best Approach.

Okay, maybe none of these things appealed to you. Maybe you’re more about writing things on your own. Or maybe you prefer radio to seminars. There are a number of ways that you can get in contact with the public, and the great thing is that they’re all still very effective ways of boosting your presence. You may want to try:

  • Writing your own press releases, articles, or even letters to your local newspaper editor.
  • Writing an ebook to appeal to your customers—“how to” tips tend to work well.
  • Volunteering at or sponsoring an event.
  • Signing up to speak at a seminar or convention—or you could even take part in an online webinar!
  • Do press conferences, offer to be on a radio program, or see if you can land a spot on your local evening news.
  • Put together testimonials, positive reviews, and success stories to keep on hand whenever you appear in public. People love inspiring stories and knowing that you’re reputable, too!

With these tips, you can decide how you want to approach your PR campaign and which options work the best for your vision. All of these tips are free or low-cost—it all depends on how much work you want to put into it on your own vs. hiring a PR consultant.

Do you have any other tips on how to build a PR strategy as a local business? Let us know in the comments!

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