PR 101 for Small Businesses: Building Buzz, Building Brands
You’re a small business owner. Revenue is steady, your customers are happy, and you’ve built a solid foundation—but lately, you’re feeling stuck. How do you reach that next level of success? You’ve been consistent with your marketing, your social media is on point, and you’ve heard about something called PR. But what exactly does PR involve? And more importantly, is it the right solution for a business like yours?
No need to stress. This guide will walk you through the essentials of PR, help you figure out if your business is truly ready, and show you how PR can transform your brand from a local favorite into a lasting legacy (what we, at Point Blank PR, call the #localtolegendary club).
1. What is PR? (And What It’s NOT)
Alright. First, let’s start with the basics…what exactly is PR? Public relations is about influencing, engaging, and building relationships with key audiences to shape and maintain your brand’s image. It’s the art of earning attention—not buying it—and creating meaningful connections through authentic storytelling.
Here’s what PR IS:
Media relations: Building relationships with journalists and getting your brand or business featured in relevant outlets. This could be a local news segment, an industry publication, or a national magazine.
Thought leadership: Sharing your expertise in a way that positions you as a leader in your industry. For instance, publishing op-eds or speaking at events.
Crisis communication: Handling negative situations proactively and professionally to protect your reputation.
Building goodwill: Connecting with your community through initiatives that highlight your values and commitment, like sponsorships or charity partnerships.
Here’s what PR IS NOT:
Advertising: PR is not about buying attention—it’s about earning it organically.
Direct sales: While PR can lead to increased sales, its primary purpose is to create trust and awareness, which supports long-term growth.
Social media ads: PR may leverage digital platforms, but its goal is to build relationships, not just sell products.
PR is about creating an emotional connection with your audience, while marketing and advertising focus more on driving immediate action. In turn, PR professionals strive to:
Create and maintain a positive public image for their client, developing a positive relationship between the client and its target audience
Influence and engage a client’s key stakeholders
Effectively communicate the client’s core values through authentic and engaging storytelling
2. Are You Ready for PR?
PR is a powerful tool, but not every business is ready for it right away. Jumping into PR without a solid foundation can lead to frustration and wasted resources. You know we love a good checklist, so here’s one to help you decide if now is the right time:
✅ You have a product, service or expertise worth talking about. PR amplifies what’s already great—if your offering isn’t polished, it’s better to focus on improving it first. If you have a rough idea of your key differentiators, but haven’t quite nailed down how to relay those points to the public, a good PR partner can help you refine those messages ahead of deploying a PR campaign.
✅ You know your target audience. PR is most effective when you have a clear understanding of your target audience—who they are and why you want to reach them. If you’re still in the process of defining your ideal customer, many PR partners offer messaging and branding services to help you identify and develop detailed audience personas. These exercises not only lay the foundation for tailored PR campaigns but also enhance other efforts, like marketing and social media, ensuring you connect with the people most likely to engage with your brand.
✅ Your messaging is cohesive. Successful PR begins with a strong, consistent message. Your website, social media, and marketing materials should all communicate the same story, values, and tone. When your messaging is aligned across platforms, it builds trust and reinforces your brand identity. If your materials feel disjointed or don’t reflect your company’s values, PR efforts can fall flat. Before diving into PR, take the time to ensure your brand voice is clear, authentic, and resonates with your target audience.
Point Blank PR can help you refine your brand identity. Reach out to learn more about our messaging and branding workshops!
✅ Your goals align with PR. PR is most effective when your primary focus is building credibility, increasing brand awareness, and fostering trust with your audience. It’s a long-term strategy designed to shape perceptions, tell your story, and position your business as an authority in your field. PR complements marketing and advertising efforts by creating a foundation of trust and recognition that supports sustained growth over time. Before investing in PR, make sure your business is ready to prioritize relationship-building and reputation over quick wins.
If you checked off all or most of these boxes, it sounds like you could be ready for PR! So let’s dig in a little deeper into the different facets of PR.
3. The Difference Between Owned and Earned Media
A common question we get, when relating to PR, is: what’s the difference between owned and earned media? Both play a role in PR, but they serve different purposes.
Owned Media: This is everything you create and control, like your website, blog, social media accounts, and email newsletters. Owned media allows you to speak directly to your audience without intermediaries.
Examples: A blog post about your company values, an Instagram post announcing a product launch, or an email sharing holiday deals.
Best For: Establishing your voice, sharing updates, building SEO, and providing consistent, on-brand messaging.
Earned Media: This is attention you receive from others, like media outlets, influencers, or customers, without paying for it. It’s seen as more trustworthy because it comes from an independent third party.
Examples: A newspaper article about your business, a podcast interview with your CEO, or a glowing online review.
Best For: Building credibility and reaching new audiences.
Together, these two forms of media create a robust PR strategy. Owned media sets the foundation, while earned media amplifies your reach and reputation.
4. How Small Businesses Can Use PR to Go #LocaltoLegendary
PR isn’t just for global brands or Fortune 500 companies. Small businesses can use PR to grow their reach, build loyalty, and stand out in competitive markets. Here’s just a few examples of how PR can transform your business:
Improve Your Overall Business: PR often involves gathering feedback from customers and the media. Listening to what others say about your brand can help you refine your offerings and address areas of improvement.
Increase Sales: Earned media coverage can act as a powerful endorsement. A glowing feature in a local paper or a spotlight on a food blogger’s Instagram can lead curious readers to your doorstep or website.
Elevate Thought Leadership: Being featured as an expert in your field—whether through interviews, op-eds, or panel discussions—boosts your credibility. Customers are more likely to trust businesses that are seen as knowledgeable leaders.
Create Long-Lasting Brands: PR helps you connect emotionally with your audience. A well-crafted narrative positions your business as more than just a service—it becomes a part of your community’s story. People will look to you and your business for inspiration, guidance, support, and solutions.
At Point Blank PR, we believe in helping small businesses create brands that resonate far beyond their neighborhood. That’s why we call it the #LocaltoLegendary club—it’s about building something that lasts.
Next Steps: Ready to Take the Leap?
PR is a powerful tool that can help you build your brand’s credibility, engage with your audience, and create long-term value. It’s not a quick fix, but with the right approach, it can have a lasting impact on your reputation and growth. By defining your goals, understanding your audience, and aligning your messaging, you can make PR a key driver of your business success. Whether you’re looking to gain media coverage, position yourself as a thought leader, or establish stronger connections with your community, PR offers a path to elevate your brand.
If this blog post left you curious about how PR could benefit your business, feel free to reach out. We’d be happy to dive into how we think PR can work for you!
