When it comes to promoting their small businesses, many new owners fall into the trap of relying solely on paid advertisements. While such traditional forms of marketing can be effective, they rarely carry the same level of credibility that comes from being featured in a news article or an editorial. So, how do you access this type of exposure for your small business? You hire a public relations specialist to advocate on your behalf. In this episode, Jon Aidukonis, Gene Marks and special guest, Derek Beere, discuss the advantages of collaborating with a PR firm.

Executive Summary
0:31—Today's Topic: How Can a PR Specialist or Firm Help My Small Business?

4:18—Public relations or PR is the process of fostering a relationship between your business and your target audience.

5:50—Unlike traditional advertising, the exposure you gain through public relations cannot be bought; a media outlet has to be interested enough in your business to feature it in an article or editorial.

6:16—The purpose of a PR firm or specialist is to reach out to these various media outlets and convince the gatekeepers to write about your small business.

6:41—The type of publicity you gain through PR work is often viewed as more credible because it comes from a trusted third-party source.

9:32—While recognition from a respected reporter or TV personality can be difficult to obtain, it still won't incur the same costs as paying for televised ads.

11:23—Don't focus so much on the size of the PR firm; instead, select a firm that has access to your target audience.

14:41—It is important to research PR firms before working with them. They need to specialize in your particular industry.

21:07—All the pitches and press release packets that your PR agency submits must be specifically tailored to the person receiving them.

26:57—Look for a PR firm who understands social media and can connect with the major content creators on these platforms

29:31—You can measure the success of your PR agency by comparing their results to the metrics outlined in your initial goals.

33:47—While they can offer helpful strategies to achieve your goals, no PR firm can guarantee your success.

39:46—As a client, you need to be open to your PR firm's input. You should also have an ample enough budget to accomplish your goals.

43:04—The best client-PR agency relationships are based on transparency and open communication. Finding a firm whose style is compatible with your business can further enhance this rapport.

49:52—Be upfront about your budget constraints so that your PR firm can cater to your needs.
Links

Mason, Inc.

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Transcript
Jon: Welcome back to another Small Biz Ahead podcast. My name is Jon Aidukonis. I am here with my co-host Gene Marks.

Gene: Hello. Hello.

Jon: Hello. We are joined by a very special guest today. His name is Derek Beere. He is the Director of Public Relations at Mason, a local communications firm here in Connecticut, and he's here to talk to us about press publicity and the things you might want to consider if you're going to look to on-board a PR firm or build out a press strategy of your own. So, with that, I will say hello to Derek. Welcome to the show.

Derek: Hello.