So, you’ve poured your ALL into your small business. You’ve nailed your products or services. You’ve nailed the aesthetic, and the brand is on point…but the world doesn’t know you exist.
This is where public relations (PR) comes in.
So, what is PR exactly?
PR is all about building and nurturing a strong public image for your brand. Think of it like the mega company’s best kept secret. For example: How do you know when Tesla launches a new car model? Because they have a good PR strategy in place!
Why is PR powerful for small business owners?
PR is besties with marketing and sales, but instead of focusing on direct sales, it focuses on building positive relationships with audiences so they want to buy your goods or services. This is done by consistently getting featured in media outlets like: publications (online or print), podcasts, and TV.
We like to say that PR is a “selling without selling” strategy. It allows consumers to get to know the brand, because people like to purchase from businesses that they know, like, and trust.
Now, if you're reading this, you're likely a small business owner, and it’s maybe you or a small team. So, you never had a PR department, because well....the PR team is YOU.
You might be thinking: “Do I really need PR?” Short answer? Yes. Here’s why PR should be your strategy for growth. It…
1. Builds Trust and Credibility
When your brand is featured on top tier magazines or podcasts, it boosts your credibility by association. People trust those platforms, and therefore, they trust you. It helps you get a third-party endorsement, so your business feels more legit amongst the masses.
2. Puts You on the Map
Certain publications get millions of readers per month. Imagine if your brand had that kind of reach! One of the biggest challenges for a small business owner is “audience”…it’s literally always an audience size problem!
Have you guested on podcasts yet? We find podcasts are a great place to start expanding your reach, since it's a natural cross-promotional strategy.
Have you been featured as an expert in any digital or print publications? This is where the real “cred” comes in! If you see a brand featured on Forbes, Women’s Health, or Business Insider, you’re most likely going to listen.
What about TV? TV reach is huge and the best part about TV....it's really sexy to share with your audience on Instagram, LinkedIn, Facebook, email, etc. Why? Because most people don't have the guts to be seen on the news!
3. Positions You as an Expert
When you’re quoted in articles or speaking on podcasts, you’re automatically seen as an expert in your field. It’s like being the go-to person everyone turns to for credible information.
4. It’s Super Cost-Effective
Whether you’re paying for a publicist or learning how to do it yourself, it’s WAY cheaper than Ads. Did you know that purchasing an Ad in local magazines typically costs between $500 - $5,000. Try Forbes… which ranges between $50,000- $278,000. If you don’t believe us, see for yourself in their media kit HERE.
Pro-tip: You can create and send your media kit in Enji!
So, how do you start getting featured?
The pitch — know how to introduce yourself & brand to the media in a way that makes them WANT to learn more! Start by figuring out what makes your business unique. To learn our 4-step (and super simple) strategy, you can watch our free “how to get featured” masterclass.
At the end of the day, PR = Your Brand Growth
If you’re serious about scaling your business, this is the LAST strategy you should sleep on. It’s a long game that builds brand awareness, credibility, and trust—all things that convert to a loyal clientele. So, whether you’re pitching to podcasts or getting your brand in front of writers for magazine articles, PR can be a game-changer for the longevity of your brand’s success.
Public relations gives your small business the recognition that it deserves just like the mega companies. You deserve a seat at the table too.
Visibility on Purpose was founded by Lydia Bagarozza and Bridget Aileen Sicsko — a media training company created to help small business owners and their teams gain media attention. Lydia Bagarozza started her PR career 10 years ago in entertainment. She worked at multiple large agencies where she spearheaded campaigns for some of the world’s top musicians like The Beach Boys, X Ambassadors, and James Bay. Bridget Sicsko is a former publisher turned speaker, as well as wellness and marketing expert. She has spoken nationally (and internationally) to 3,000+ people where she's inspired audiences on a variety of topics related to wellness, lifestyle, business, and visibility. She's been featured on Entrepreneur, AskMen, Medium, Good Morning Arizona, and has guested over 40+ podcasts.
