There were 27.5 million small businesses with fewer than 500 employees in America in 2009 according to the U.S. Small Business Administration. Most of those businesses lack a public relations initiative or corporate communications office yet most need to raise their brand awareness to survive. What do you do if you fall into that category?
For most small business owners or non-profit organizations, the thought of doing one more thing is about as welcome as hearing there is an increase in self-employment tax or loss of tax status. However, most also recognize the importance of branding to increase business or advance the organization’s cause. They may even do some form of promotion, or public relations.
Public relations can mean many things to many people. Some would consider standing on the corner shouting through a bullhorn the way to go (Hint: probably not). But if you consider the Public Relations Society of America’s definition – which I think is a great one – you will have a balanced understanding: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
This sentence is full of important words to small business and non-profits. Unfortunately, the “communications process” piece can fall woefully short, mostly because of staffing and/or budgeting constraints. Here are five ideas for small business owners or non-profit leaders to consider that can help improve their organizations’ communications processes with their publics.
1. Recognize you must tell you story
It doesn’t really matter what the industry is any more. With the advent of social media, content is king. Your content is your story. As long ago as 1996, Bill Gates, Microsoft Founder, stated, “Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.” This means you must know what your story is and why other people should care. You’re story differentiates you in an authentic way. Remember, if you don’t tell your story, who will?
2. If you can’t write, don’t. Find somebody who can
Seriously, I mean it. If your story tells people who you are then it is worth telling well. The reasons you may not be able to write may simply be it isn’t’ your thing or you don’t have time. There are ways to obtain good copy and you probably know of someone who writes. If not, there are some very affordable options like brokering assignments out through sites like Textbroker, WriterAccess and The Content Authority. These sites connect your needs with qualified writers for pennies per word. We’re talking 300-word blog posts for $2-$4.
3. Have a plan
A plan can be as simple as mapping out what you want to consistently say about your organization over time. The point here is to consistently add value to people connected to your organization and show the value of your organization. You’re not making a sales pitch (although there may be room for that in your unique plan). Add value to people’s lives and they will remember you when it comes time to make a purchase or a donation. A plan gives order to your communications needs and turns a daunting task into an easily manageable one.
4. Pay attention to the news
Time for a little unadulterated self-promotion here. If you see something trending in the news and it is an area in which you or your organization has expertise, pick up the phone and contact the local reporter. Tell them who you are, why you’re and expert, that you’ve been watching the trend and have an opinion on it. Again, you aren’t trying to sell something here. You are looking to add value to the reporter’s story and to his or her audience. People will see you quoted and everybody knows experts are quoted, right? I offer more tips on this aspect in Media and Public Relations that Work.
5. Engage social media
The best way for you to connect with people interested in your business or non-profit is to connect with them through social media. Through Twitter and Facebook, you can participate in conversations with people, grow your network and share content – yours and other content you think might be helpful to your “community.” Social media doesn’t have to consume your time to be effective, but a little time spent strategically connecting with your network helps you maintain a conversation with individual people who are vital to your success. (Read Social Media: Why “get on it” Part 1 and Part 2 for more help with this).
It is possible for your small business or non-profit organization to raise its visibility with a thin budget and staff. It is worth the money to hire a public relations profession even if only to help you develop a plan. However, if there are no resources even for that, these five tips should move you in the right direction and help with branding your organization.