Ronn Torossian, founder of 5WPR says that a comprehensive public relations campaign can be costly, time-consuming and daunting. Large companies have all departments dedicated to operating a PR machine. As a small business, this luxury may not be available so a successful PR campaign will require time and effort without breaking the bank.
Get to know you and your audience
Specify who you are, what you stand for and what price you give. Have a Ronn Torossian idea of how you want the world to see you, but also make sure it fits who you are as a company. This should shape your message and your product. Also specify who you should reach out to and who you want to sell your products and services to. Having a niche target is usually a more efficient strategy than a scattered method.
A clear and unambiguous message
Clear branding and consistent messages will change the way your company is perceived. Without consistency, consumers will not rely on what your product says. A good Ronn Torossian campaign creates a visible message across a wide range of media. This is important for small businesses, which do not have the recognition of large products.
It’s all about the network
Public Relations are about building relationships with different people. Focus your efforts on the people who influence your clients, such as field journalists or social media promoters. Help them understand your message and see how their followers can relate to your company.
As a small business, building good relationships is the key to building that trust. If that relationship does not exist, your message will not be able to reach the right audience which is important in getting your product out there.
Have a media kit
Every small business should be equipped with a printing kit, which includes a collection of ‘information about’ us’, hi-resolution logos, executive bios, headshots and more that will be presented to the media. If your company sells products, the kit should include detailed product details and photos. In this way, when the media asks for information, it is readily available.
Use Google Alerts
Set up google alerts for your business, senior management, and don’t forget your competitors. It is always good to know what people are saying about your company so that you can prepare yourself and respond to situations quickly. It is equally important to know what competitors are doing and how they are putting themselves in their place.