Remember: PR Does Not Equal Press Release

When it comes to public relations, the first thought that comes to mind to most small business owners is "issue a press release!" While press releases are part of the PR arsenal, they are not the end-all, be-all. There are numerous other components you also need to focus on in order to generate PR for your small business. Here are a few other key actions you should also spend time on:

1) Build relationships with journalists

You'll get more traction when you issue a press release if you have an established relationship with your key media contacts. Regularly try to either help journalists or comment on their recent work. They'll appreciate your help and feedback, and will be more likely to want to help you in return. 

2) Create unique events
From contests to giveaways, build off an event with another business or create one on your own. Generate buzz with something creative and out-of-the-box. You could even offer a media-only event to give your new journalist friends a sneak preview of a new product or service.

3) Give back to your community (local or virtual)
Whether you operate a brick-and-mortar business, or you're strictly online, finding ways to give back to your community can garner positive PR. For one month, offer to donate a percentage of your proceeds to your favorite charity or a non-profit aligned with your business. For example, a dog-walking business may selected a local animal shelter to support.

4) Network online through social media
Building relationships online is just as important as your media contacts. Engage through a variety of online channels that makes sense for your small business. Are you an artist? Be sure to use Pinterest. Offer small business services, join groups on Linked In geared towards that audience.

5) Keep learning
When it comes to PR, nothing is more important than continuing to learn about public relations. A strong PR campaign takes time and consistency to garner the best results.  Whether you're completely new to PR, or a veteran, personal development is always beneficial.

How do you view PR? Are you addicted to press releases, or do you dabble in more innovative methods?

Did You Know That PR Does Not Guarantee Customers or Exposure?

What Small Businesses Need to Know About PR

Public relations (PR) is a great way for small businesses to get exposure to customers as well as to establish credibility. PR is crucial for small business success, but it's important to note that generating media exposure takes time and effort.

The best way to explain the difference between PR (third party credibility) versus advertising (paid placement) is to use a garden as a metaphor.

Press releases, interviews, media events and newsworthy promotions all play a part in public relations for small businesses. PR must be regularly addressed in order to gain traction. To get started, create a plan. Outline what the next 3 to 6 months may look like or ambitiously plot out an entire year. Brainstorm with colleagues, customers or even family and friends. PR is not a one-time and done notion. Plant the seeds and keep planting them. It could take a good amount of time and effort before the hard work is rewarded.

Follow up with reporters, talk to customers, refine products and services in order to generate PR. PR must be a constant. It doesn't need to take up a lot of time, but it does need time dedicated to it in order to see results.

Giving the time and attention necessary will enable small business owners to reap the rewards. Establishing relationships with journalists takes time. Developing interesting and creative events takes careful thought and planning. However, the more dedicated a business owner is to his or her PR efforts, the better the rewards.

Don't stop there! Once the PR ball is rolling, keep the efforts going. Build off the momentum. Soon, reporters will be seeking experts and will begin calling upon your small business expertise.

What's your PR experience been? Any tips or tricks you'd like to share?