For the past 12 months, life has been a struggle. We have changed the way we live in ways we never could have imagined. It has been especially challenging for business owners, particularly those who’ve had to close their doors for long periods due to lockdown restrictions.
But finally, there is light at the end of the tunnel! The government announced its ‘roadmap out of lockdown’, and by June 21, we will be living in a world as close to the way things used to be with no limit on social contact.
From 12th April, ‘non-essential’ shops, salons, hairdressers, theme parks, zoos, outdoor hospitality, holiday and camping facilities can all reopen, and it will be extremely important for businesses to tell their stories and get the attention it deserves.
Many people think that PR is only for large, multinational brands that have huge marketing budgets, but this is certainly a myth! PR is super essential for small businesses. It can help you reach new customers and establish credibility for your business in ways that otherwise wouldn’t be possible with other marketing channels.
To help get business owners thinking about reopening once lockdown restrictions end, we have shared six key benefits a small business will gain from doing PR.
1) PR helps build credibility and won’t break the bank
For small business owners, every penny has to go a long way. Getting journalists and influencers to write about your business won’t cost you a lot of money, but it does take time.
By investing in PR, you’re building credibility for your brand without breaking the bank. By getting others to consistently bring up your name in a positive context – be it journalists, influencers, happy customers, and even employees – will undoubtedly make your business grow in the long run.
2) It’s more effective than advertising
PR content provides an authentic touch to your business and getting a favourable mention of your brand, or providing an expert comment, holds much more weight than an ad.
While advertising builds exposure, Public Relations builds trust.
3) PR is supportive
PR is great for supplementing and supporting your initiatives and campaigns. Use PR to provide and deliver real value to your audience. You’ll win people’s attention with something useful, educational, or inspiring.
To develop a successful PR campaign, you need to know and understand your audience to as much provide something they would consider valuable.
4) PR boosts brand visibility
Unlike traditional media, online media doesn’t have a shelf life. News articles remain visible on search engines indefinitely. This means any PR content you create can gain more value as it lives on.
Moreover, other news outlets, bloggers, and even customers may link and share the media coverage. By sharing timely and relevant stories across earned, owned, and shared channels you will keep your business high up in search engine rankings, which will, in turn, bring more customers knocking on your door.
5) Good PR strategies prevent problems
A key part of PR is to stay on top of what’s being said about your business and making sure that the information is accurate. If you’re not monitoring your business, you could be risking your reputation. Remember, one negative comment can escalate and ruin your brand while building real trust and credibility takes years – so don’t take the risk.
6) PR helps you reach the right audience
With a PR campaign, you can be hyper-focused and reach out to the publications and online communities that are most relevant to your business—increasing the likelihood that any traffic back to your website is going to be more relevant and more likely to convert into a sale.
Whether you are interested in becoming a client, or just have a question in general, let’s talk. We’d love to start a discussion. Please give us a call on 01260 271450 or send us an email to anthea.fosti@zeuspr.co.uk