Small Business Marketing by Jillian Shaw Marketing, Advertising & Public Relations for the Small Business

What Is Public Relations?

What is Public Relations?

Public Relations is simply the organized effort to earn media coverage organically rather than paying for it. Public Relations also encompasses activities like social networking, community outreach, and crisis response.

How does it apply to small business marketing?

There are several reasons why small businesses need to take Public Relations seriously. PR can be a great source of credibility, legitimacy and potential customers. Here are three top reasons you should seriously consider incorporating PR into your marketing plan:

  1. PR is cheaper than advertising (pretty much free, except for the time you put in)
  2. PR is more credible than advertising because a trusted third party (like a newspaper or radio personality) is conveying the message.
  3. PR is generally a more genuine form of communication, and encourages you to get involved and engage with your community and your target market.

What’s the difference between Public Relations and Advertising?

The most obvious difference between PR and advertising is that PR is coverage/space/attention that you earn, while advertising is space you pay for.

Why is Public Relations important for small business?

Small businesses must invest in their local community and anchor themselves to their target market’s interest if they are going to succeed. Even in the case of online businesses, social media outreach and public relations is key. In fact, if done well, it can replace paid online advertising altogether.

It’s important not to underestimate the power of PR. PR (or the lack thereof) has the power to make or break your business in a matter of hours or days, as many big businesses have learned the hard way. Chances are your small business doesn’t have as many PR threats as companies like Coca-Cola, BP or Nike, but you have just as many PR opportunities, if not more.

Jillian's Currently Reading: Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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  • http://www.datadoctor.biz File Recovery Software

    Hello,
    This is really a nice article as it explains the term Public Relations and its importance. I would also like to add my words that public relation is becoming social for a certain objective. It means to get connected with everybody in the business like clients to promote and keep them as regular client.
    Thanks for sharing this.
    Regards
    File Recovery Software

  • http://www.datadoctor.biz File Recovery Software

    Hello,
    This is really a nice article as it explains the term Public Relations and its importance. I would also like to add my words that public relation is becoming social for a certain objective. It means to get connected with everybody in the business like clients to promote and keep them as regular client.
    Thanks for sharing this.
    Regards
    File Recovery Software

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