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PR Power for Small Businesses

Writer's picture: Alexson CalahanAlexson Calahan

Updated: Aug 22, 2024


What value does PR have for your small business?


Sometimes, small business owners hesitate to invest time and resources into public relations because it can be such a nontangible investment. However, this is a long game, and public relations is all about building mutually beneficial relationships with folks who can help you achieve your business goals. If you've been in business for any amount of time and had any amount of success, then you have been somewhat successful at some slice of public relations, at building those mutually beneficial relationships that are helping you reach your goals. And so, when you invest time and resources into working with someone on a strategic approach to leveraging all the bright, shiny public relations tactics, you are able to more thoughtfully harness that power and leverage it more efficiently and effectively.


PR is 90% more effective than advertising

Let's talk first about how public relations is 90% more effective than advertising. In news stories, people know that content has been vetted through that third party, so they trust it more. It's not you saying, "Hey, we make the best hamburgers." Somebody else saying, "Wow, they make really great hamburgers over there." And that builds trust because people know that it's not an ad where you've approved it and said everything exactly the way you want it, so the trust is much higher.


51% of B2B buyers want educational content

When talking specifically about B2B businesses, more than half of those prospects rely on our content to research their buying decisions. So they are looking for our information not just to sell to them but to actually be educational. They want to get value out of it. And more than that, about half of these folks, half of these B2B buyers, are looking at three to five pieces of content.


47% of B2B buyers view 3-5 pieces of content

So they're not just going to our website and stop there. They're digging into social, and they're digging into news stories about us, they're looking at reviews, all of these things before they ever even talk to us. So everything that we put out there shapes their idea of us and can either help or hurt us as we're trying to move them through that know, like, trust continuum.


96% of B2B buyers want more content from thought leaders

Similarly, almost all of our B2B buyers want more content from industry thought leaders. Now, I know that introverts tend to downplay their expertise. I've been there! We think, I've been doing this for 20 years, and I'm not the expert. Those extraverts who raise their hand - they're the expert.


But no. If you've been doing it for years, if you make your living doing this, if people pay you to solve these problems for them, and if you are building trust with these clients, you are an expert in this space. You just have to claim your space as a thought leader. And I know it's uncomfortable at first, but we're gonna find a way for you to do that in a way that feels comfortable because our buyers are waiting for us. They want to know that the person they're about to do business with has been around, has seen some things, can identify the patterns, and can solve the pain points that they're having.


Investing in PR means investing in the future of the business. It is about creating a narrative that resonates with the target audience, building a community of supporters, and establishing an authoritative and approachable presence. For small businesses, embracing the power of public relations is not just a smart move—it's essential for being seen, heard, and adored for all your hard work.


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