How to create a PR strategy for your small business
If you run a small business then securing media coverage can be the key to success, you could sell the best cakes in the world but if no one knows you exist they aren’t going to be able to buy them. However, securing media coverage takes time and as a small business it is likely that this task will fall to you which is why having an easy-to-follow strategy in place is important. Below Terri from Terri Brown PR runs you through the cross-promotion strategy that can easily be applied to any small business.
1. Research
Make sure you are very clear on who your ideal client is. You may have more than one, especially if you help individuals as well as organisations, in which case create two separate strategies that run alongside each other. Once you know who your ideal client is find out where they get their information. What magazines, papers or blogs do they read? Which podcast do they listen to? Are they likely to tune in to the radio? Make a list of each publication your ideal client is likely to use and be as specific as you can.
2. Goals
Be clear on what you want to achieve from the coverage. Is it brand awareness, a link back to your website, being referred to as an expert or promoting a specific product or service that you offer?
3. Content Ideas
Now write a list of all the topics you can talk about in detail. What advice can you offer? What insights can you share? Use these two lists to work out which publications cover which topics but be sure to check they haven’t covered your exact idea in the last 6-12 months. Then make sure that an article about your chosen topic in that particular media outlet will also help you meet your goals.
4. Pitch
Once you know what you want to write about and where you want it to appear you need to pitch your idea. Check the publications website for the contact details of the journalist that covers the section you want to write for, if these details aren’t available use the more generic contact details, and then email them with you article idea. Make sure the email is personalised to them and their publication, give a brief outline of the idea but be sure to highlight the key points and then explain why you are the best person to write the article.
5. Track
Keep a record of all the pitches you send out and track all the media coverage that you get.
6. Reflect and refresh
Use your tracker to check what has worked and what hasn’t. Make notes on any feedback you get and make changes to your strategy if needed. If you don’t get a response from a journalist don’t be disheartened, they are incredibly busy and receive lots of pitches, politely follow up after two weeks and if you still haven’t had a response pitch a different idea if you have one.
Be sure to track your measurable goals too so that you know the coverage is working for you and always share your coverage on your own website and socials as it will help to build credibility and trust in you and your brand.
