Smart public relations (PR) strategies help businesses build a powerful image, gain exposure and grow. A creative, common-sensical and persuasive PR strategy can provide a low-cost way to boost credibility, improve search engine optimization (SEO) and position your brand as an industry leader.
When your business uses solid public relations strategies, you can create positive perceptions that persist even in times of crisis. You can also better manage information about your brand to ensure only the truth goes viral. Here are a few strategies.
1. Create core goals
Your company’s brand image is at the core of your public relations efforts, so zero in on what you want each strategy to ultimately point back to.
- How do you want people to think about your business?
- What words do you want them to use when they talk about your brand?
- What pictures do you want to come to mind?
- What feelings do you want to stir when they think about working with you?
For example, maybe you want people to describe your company as caring and compassionate. To picture your team giving back to the community. And to feel warm and understood when they think about their experiences with your brand.
Or maybe you’d prefer to be described as smart and strategic. Be pictured as capable of reaching big goals. And to stir feelings of excitement and energy every time your company comes to mind.
2. Engage in the community
Being involved in the community builds a powerful brand image. Not only do you stay top of mind because of your presence, but you also build goodwill and encourage engagement.
You can immerse your organization in the community by doing anything from charity work to offering special discounts. Whether your team is volunteering or participating in a community event, they can boost awareness of how caring your company is by passing out something to remember you by. Giveaway ideas for small businesses include beanies, wall adapters and candles. Your community will be touched, and your brand will grow awareness.
3. Get to know your audience
Unlike an advertising campaign where your audience is specifically targeted, a public relations campaign likely has a much broader reach. Put together a team to determine who your public relations efforts need to target. Find out the audience’s:
- Professional and personal interests
- Demographics (like age and income)
- What they want to see in a small business in your industry
- Common struggles they’ve experienced with your type of business or industry
4. Stay consistent
Make sure your message is clear and consistent across all platforms. This includes your website, social media, email, printed flyers, mailings and press releases. Also, don’t limit your PR communications to just one or two channels—spread your message far and wide.
5. Use social media
About one-third of PR staff use social media tools every day and 17% use it every week. Be active on social media to ensure your audience engages with your brand. Post regularly and interact with your followers.
Use a designated PR person or team to vet all posts for quality and relevance. According to
If someone leaves a negative comment on your page, go the extra mile to remedy the situation. Thank people for reaching out and sharing their feedback with a small token of appreciation, like a Bluetooth® speaker, lap blanket or work light.
6. Establish your expertise
People want to work with experts because they know they’ll receive quality service. They also want to learn from a team with extensive experience. Make sure when they think of experts, they think of you.
Speak at conferences and trade shows. Publish blog posts and white papers. And share behind-the-scenes videos of the great things going on in your company.
Build a positive brand image
With public relations strategies like creating core goals, staying consistent and engaging on social media, it’s easy to build a strong image with a message heard loud and clear.
- Share consistently across all platforms
- One-third of PR professionals use social media daily
- Relevance and personalization are key
- People want to work with industry experts