Starting Strong: Essential PR Strategies for New Businesses

As a new business owner, you’re likely juggling countless tasks, from product development to customer service. However, there’s one area you shouldn’t overlook: PR.

 Effective public relations strategies can enhance your brand, attract new customers, and establish your presence in the market. Here’s a beginner’s guide to getting your PR efforts off to a great start.

Understand Your Unique Selling Proposition (USP)

Before you reach out to anyone, it's crucial to know what sets your business apart. Your USP is what makes your business unique, and it will be the cornerstone of your PR messages. Spend some time honing in on what makes your products or services different and why customers should care. 

Create a Media Kit

A media kit is like a CV for your business, showcasing who you are and what you do. It should include information about your company, high-resolution images, contact details, and any notable achievements. A well-crafted media kit can make a strong impression on journalists and bloggers, making it easier for them to write about your business.

How to Find the Right Press Connections

Identifying and connecting with the right journalists and media outlets is crucial. Start with a targeted approach by researching journalists who cover your industry or similar topics. Tools like Cision, Veulio, or even Twitter can be invaluable for discovering media contacts. Attend industry events and network, as personal interactions can often lead to media opportunities. Don’t forget to regularly engage with journalists’ content by commenting on their articles and sharing their posts.

Build Relationships with Local Media

Local media can be your first and best ally. Research local newspapers, radio stations, and blogs that cover business stories. Reach out with a friendly email introducing yourself and your business. Invite them for a cup of coffee or send samples if applicable. Personal connections can lead to more coverage and are often more accessible for small businesses.

Leveraging Trade Publications

Trade publications are an excellent target for B2B companies or businesses operating within specific industries. These publications are always looking for industry-specific content, which can help you reach a more targeted audience. Research publications in your niche and pitch them stories that highlight your expertise or innovations in your field, but with an interesting or topical hook that turns your business story into “news”. 

Use Social Media Wisely

Social media is a powerful tool for building relationships with both customers and the media. Choose platforms that are relevant to your business and audience—whether it’s Instagram, X (Twitter), Facebook, or LinkedIn. Use these platforms to share your USP, media appearances, and other news. Engage with your followers regularly to build a community around your brand.

Honing Your “Hook”

Your "hook" is the angle that makes your story compelling and newsworthy. It should capture attention and intrigue the audience. To develop a strong hook, consider what is most interesting or innovative about your business. Is there a problem you solve that no one else does? Maybe there’s a timely aspect to your business, given current trends? Your hook should be clear, engaging, and tailored to the interests of the media outlet you’re targeting.

Remember the press want news not an advert! 

Prepare Your Pitch

When you're ready to seek out press coverage actively, you'll need a strong pitch. This is a concise, compelling argument for why your story should be featured. Tailor your pitches to suit the interests of the media outlets you’re targeting. Remember, it's not about why you want the coverage but why their audience would be interested in your story.

Monitor and Respond

Once you start getting media attention, it’s important to monitor what’s being said about your business. Tools like Google Alerts can help you keep tabs on mentions of your business. Always respond to journalists and thank them for the coverage, and be active in managing your online reputation.

Celebrate Your Wins

Every piece of coverage, no matter how small, is a victory. Share these successes on your social media and with your network. This not only spreads the word about your business but also encourages more media outlets to take an interest in what you're doing.

PR can seem daunting, but with the right approach, it’s entirely manageable and can be immensely rewarding. Remember, the key to successful PR is consistency and relationship building. Keep your communications clear and your approach friendly, and you'll set your business up for success. 

If you’re looking for small business PR services, then get in touch with us.