Just because you own a small business doesn’t mean you have to pay big bucks to promote it. Even a small company can take steps to communicate your message to the world effectively.
First, be ready.
Don’t pursue a public relations strategy until your product or service is ready for prime time. If you don’t find the weak points, customers and the media will.
Tailor your message for the intended audience.
Start by knowing what you’re selling, to whom, and why. (See The Five Breaths Test to get you started.) Then shape that message depending on whether you’re talking to a customer, an investor, or the media.
Determine your approach.
Depending on your target market, you might use different PR approaches: newspapers, social media, public events, and so on. Don’t take a shotgun approach, but pick a few avenues to start and target the intended audience as closely as possible.
Get everyone on board.
Make sure your staff knows what your message is and that they are behind it. It only takes one uninformed staff member answering a media call to lose or botch potential press coverage.
For more on developing a PR strategy for your small business, see this article by Infinitdatum.