Blog written by Katrina Owens, founder of Knockout Directive
One of the biggest misconceptions business owners make in 2024 is assuming that public relations is a tactic reserved only for the largest of corporations and celebrities.
This is not only a false narrative, created at least partly by the mysterious nature of publicists throughout the years, but believing this to be true is preventing your business from taking advantage of tools and resources that can skyrocket the reach, visibility and authority of your brand.
So, what does public relations look like for small and medium-sized businesses, exactly? We’ll dive into some of the most accessible tactics below, including:
- Creating opportunities to share your story
- Leaving the house to connect with your community
- Dreaming bigger about your brand’s potential
Let’s get into it.
Creating Opportunities To Share Your Story
Now that you’re excited about the possibility of using public relations to expand your brand’s awareness, first assess if you are using the tools available to you to share your story, yourself. If you’re not willingly using social media to talk about your work, it’s going to be much harder to convince traditional media, like the news, TV, or even podcasts and blogs, to tell it for you.
Your online presence should encapsulate at least one social media platform where your brand shows up regularly to not only sell, but consistently speak to what makes you unique, how you stand apart from your competitors, and how your product or service is making a difference in your customers’ lives.
But let’s not forget that social media is designed for two-way communication, so showing up with new content is only half the battle. If you want to create a community of raving fans, frequently engaging with others’ content, and focusing on nurturing authentic relationships online is what makes social media a crucial part of public relations.
Increase the Visibility of Social Profiles Through Collaboration
With this social home base in place, you now have an amazing opportunity to start sharing this platform with others to increase brand awareness – the result of placing yourself in front of new audiences without relying on the domino effect of social media algorithms.
A great place to dip your toes into this type of tactic are the ‘Live’ capabilities available to you on all platforms – Instagram, LinkedIn, Facebook and Tiktok alike. Hosting live chats with others in your community enables you to get comfortable in an interview setting, while cross-promoting your profile to a new audience.
Going live also prepares you for another type of public relations tool – podcasting. There are thousands of active podcasts available to you around the world right now, and these conversations with others allow you to share your story on other’s platforms (because you’ve already become a pro at sharing your story yourself, right?)
The great thing about podcasting is that it truly is one of the most accessible PR tools available to businesses of any size, and there are great platforms like Matchmaker.fm and Facebook groups that make it easier than ever to find these opportunities. Start by exploring the opportunities that are out there, and don’t hesitate to reach out to hosts to start forming connections with those you align with.
Leaving the House To Connect with Your Community
Living in the internet age has convinced us that the easiest way to grow our business is online – using social media, digital advertising, SEO, and other web-based tactics. But if you want to grow an omnipresent brand that can withstand algorithm changes and blackouts, you’ve gotta leave the house.
Public relations derives from relationship-building, and the easiest way to build trust with your community is by meeting people in person, and allowing them to experience your energy in real life. Think about all of the faces you see online every day – do you remember those that you scroll on past? Probably not. But surely you remember the person you had a thoughtful conversation with at an event, or grabbed coffee with last year.
Those who prioritize in-person connection in 2024 are destined to grow their brand awareness and authority so much faster, as they become memorable stakeholders in their own backyard, first.
Step Outside To Start Stepping On Stage
Meeting people in-person is also the easiest way to start securing speaking gigs at events or workshops, particularly those happening offline. When someone has the opportunity to meet you in real life, they can quickly understand how you will captivate an audience, and can really start to picture you standing in the spotlight at their next event.
Service providers and founder-focused brands should be prioritizing speaking engagements to build their brand authority using public relations in 2024. When an audience watches you step into the spotlight and speak confidently about your expertise, you actively reinforce your position as an expert, which allows you to charge a premium price point for your services and opens up new revenue streams for your brand (hello, speaking fees!)
Dreaming Bigger About Your Brand’s Potential
There’s something about using public relations to grow your business that makes the process feel so much more fun and expansive, and it’s important to know that this feeling is available to you, regardless of how long you’ve been in business, or how big your company is.
The most important part is allowing yourself to dream about the opportunities you want the most, and take small actions towards them every single day.
For example, if securing a television interview tops your list right now, building out a social media presence where you can share your story (like it’s your very own TV show) can help you reach that goal so much faster.
If becoming a renowned public figure in your industry is your ultimate dream, attending networking events where you can practice your elevator pitch, and eventually land smaller speaking opportunities first, is a crucial step in building your personal brand.
Small steps net big results, which is exactly why public relations has become such a powerful tool for businesses of all sizes in 2024.
Yes, PR Is for Everyone
While not all publicists lead with transparency and education, Knockout Directive is founded on the belief that public relations IS for everyone, which is why we are so passionate about sharing the tools and resources that help you implement it for your business, too.
At Knockout, we offer Publicity Coaching programs both in one-on-one and group formats that show you exactly how you can use PR in your business, while building the big, dreamy brand you have had on your vision board for years. We’ve helped entrepreneurs secure features in the New York Times, Women’s Health Magazine, global podcasts and MORE, by empowering them with the knowledge they need to start implementing their own PR strategies.
If this sounds like a tactic you’re excited about learning more about, follow us on Instagram, or reach out to us directly so we can learn a bit more about your business and how we can support you and your brand growth using PR.
You can also download our new guide, Get Published Now, which will provide you with even more ways to start using public relations in your business. Click here to download your copy of the guide now.
Learn More from Katrina Owens at the CDM Summit in Surrey
Katrina Owens wrote this article. Katrina is the Owner and CEO of Knockout Directive and a distinguished speaker at the Canadian Digital Marketing Summit (CDMS). As a Public Relations expert based in Vancouver, BC, Katrina is renowned for empowering businesses of all sizes to exude ‘big brand energy.’ With over a decade of experience in corporate marketing and public relations, she pivoted from a high-profile real estate marketing career to pursue a life aligned with her core values. This transformative decision led her to create her own consultancy, specializing in innovative marketing strategies for small businesses and lifestyle brands. If you enjoyed reading this article, we invite you to join us at the CDM Summit in Surrey on September 17-18 where you can continue learning from Katrina during the panel topic “PR in the Digital Age.” Buy your tickets now and join the community of digital marketers who are passionate about taking their skills to the next level.
Recent Comments