According to the PRSA, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
While this may seem like a simple, easy process, there actually are a variety of fields and types of PR available to a small business wanting to promote itself to a wider audience.
To help you navigate the PR options, here’s a list of just some of the different types of PR and how they can help your company grow.
Types of PR:
Company news: timely, relevant news about the company
- Examples: A pet store wins an award from a national magazine. A new software company launched software app that may be a “take-over” target by Facebook or Google. A company is moving to a larger office to accommodate growth. A large military contract was awarded to a veteran-owned business.
Profile: overall profile of the company, its history, accomplishments, owner bio, future prospects of the company
- Examples: A serial entrepreneur gets featured in a local newspaper or business journal and talks about her latest startup. A high-tech networking group founder reaches a milestone and earns a close-up from a tech reporter. A restaurant entrepreneur plans a new restaurant chain concept with a group of investors and cooks up a savory article for a food writer’s column.
Thought leadership: blogging, writing articles, eBooks, self-published books at Amazon, speaking engagements
- Examples: A tech startup company would benefit greatly by having a blogger write about their product launch – and even more so by having a blogger review the product. A writer of an eBook or self-published book on Amazon would benefit by having an established author review the book. Industry speaking engagements illustrate a professional’s expertise and drive website traffic and even more speaking invitations.
Reactive PR: interviews related to current events happening in the community or nationally
- Examples: A premium olive oil store gets invited to talk about the health benefits of olive oil during Cholesterol Awareness Month. A consignment shop gets local TV news coverage related to Earth Day for the ways it helps prevent clothing from getting dumped into landfills. A small ceramic studio gets written up on National Bird Feeding month about its upcoming kids’ class on how to make bird feeders, birdhouses and bird baths.
These are just some of the different types of PR out there. The key is to find out what works best for your product or company and then reach out to your local media outlets.
It’s critical to not pass up on any opportunity to promote your small business. Consistent media coverage will add credibility and significance to your brand and be a key contributor to your future growth.