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The Impact of PR on Small Businesses

Big companies aren't the only ones who can benefit from publicity.

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Opinions expressed by Entrepreneur contributors are their own.

Without publicity and reputation, a business cannot grow and thrive in its respective industry. There should be a steady stream of efficient marketing strategies to build an audience that equates to more profit. This is where a public relations (PR) team steps in to build, promote and manage brand reputation.

A common misconception is that PR is for large corporations and globally recognized brands. As a PR consultant for many years, I often correct this notion. PR is not only limited to million-dollar companies. All types of businesses can essentially benefit from public relations if performed appropriately. I’ve witnessed how small entrepreneurs started from humble beginnings and progressively scaled into successful and well-sought brands because of PR. With that said, it is wise to take advantage of what PR can bring to the table. Here are five reasons why it’s high time to invest and plan your business growth with a PR agency.

It’s a step-by-step process.

It takes time, plenty of brainstorming and research to formulate the best approaches for your business to get recognized. Whether you have recently launched your brand or have been in the industry for a while, you can hire PR agencies on a project basis for a specific time-frame based on your business’s needs. Unlike advertising, you don’t have to spend a fortune and in bulk when it comes to PR. Packages are available, which do not constraint your budget as a small-time business owner. Whether it’s a short-term or long-term partnership with a PR firm, each step taken has the team’s guidance and support.

Related: 8 Ways to Prepare for Public Relations Success

PR helps promote brand image and values.

The most vital element that a brand should obtain from the target audience is trust. Without trust, it’s harder to attain an increase in exposure and following. The lack of credibility eventually leads to failure for the brand to grow and loss of sales. With PR, these experts help bridge the gap between the business and the target consumers. Brand awareness is promoted and achieved by taking advantage of tools like video marketing, thought leadership pieces and specialized events. Through these activities, PR brings your business closer to leads and potential clients.

Take advantage of connections that PR agencies have.

When we say public relations, people assume by default that they already have multiple networks across different industries and platforms. By partnering with a PR firm, you gain access to a vast web of influencers and other connections that potentially help your brand reputation grow. Cross marketing is an example in which you can partner with other companies that complement your brand. With the explosion of social media, it isn’t a surprise to see collaborations forming left and right. By creating conditions favorable for your target market, both parties benefit tremendously from a partnership.

Related: Crafting Your Story: Public Relations Expertise For Your Business

Influence the market in your favor.

With a cleverly crafted story that focuses on your brand, you can seize the audience’s attention and connect with them on a personal level. PR’s job is to change and influence the public’s way of thinking about your brand. Positive messages relevant to the audience help elicit good responses. In certain situations where a crisis is inevitable, PR agencies can turn the tide and fix your brand’s image. PR campaigns have proven efficient in uplifting the reputation of businesses affected by bad publicity. Whichever boat your business may be, these experts can propel your brand reputation according to your goals.

Improve and strengthen your brand’s relationship with the community.

People love listening to heartwarming stories that inspire and rekindle the faith in humanity. By being active and becoming involved with the local community, your chances of recognition from the people also amplify. Charities and fundraising events help create a positive impact on your brand and build your business’s reliability. By forming ties with the local market, more consumers turn to your brand and offer their support. Now that people know the deeds you’ve done for the community, the number of patrons to your business could also grow.

Public relations can make a company stand firmly on its foundation while overcoming any obstacle. With the proper tools and methods for boosting brand reputation and publicity, any business can thrive regardless of its size. PR strategies may differ, but the goal is the same: create a mutual connection between the business brand and the public, which will pave the way to increased sales and profit. For small business owners, the opportunities that PR offers are beneficial and optimal for growth. By partnering with a PR firm, entrepreneurs gain the chance to change the future of their business.

Related: How to Utilize Public Relations Without Sacrificing Your Own Narrative

Liana Zavo

Written By

Entrepreneur Leadership Network Contributor

Liana Zavo's strong suit is digital storytelling and personal-brand development. As a PR maven and expert, Zavo helps establish professionals, entrepreneurs, business owners and social-impact brands as authorities in their niche.