Running a small business is hard enough - can you also do your own PR?
close
close
close
Book a day pass

PR when you are Running a Small Business

Workplace
Author since:
October, 2015
99 blog posts

There is no doubt about it, if you want to get real PR coverage when running a small business, the quickest and most efficient is to engage a professional.  They have the contacts and the tricks to help you get coverage.  However, you will be lucky to get anyone to work for you for less than £500 per month.  That price is for just a few hours and even with that there is no guarantee.  As you will see when you start to work on it yourself the costs come in because it is very time consuming work.  Companies who are winning at PR have several people working on this full-time and it costs them big.

As a freelancer, running a small business or start-up do you just forget the idea of PR or can you “do-it-yourself?

The answer to this is “yes” you can do quite a lot of work yourself but remember nothing is free and your time is money when you are running a small business.  Doing your own PR is going to cost you if you look at time spent. The up-side is it can be fun, and it is amazing when you get coverage.

We asked some of our media friends what they would recommend when you are running a small business.

Think about who you are trying to engage.

This person is a journalist and will get press releases day in and day out that don’t relate to their publication or the subjects they write about.  Make sure you have researched the journalists who you want to attract to your small business and the ones who write about your subject.

Keep it short

You have about 4 lines to attract their interest and don’t write more than one page for an initial press release or story.  Many journalists are on the move and will probably read your story on a phone. Writing loads loses them and is hard work.

Get to know your journalists

Follow them on social media, interact with them subtly to get your name known.  Don’t stalk them however as this will just be creepy!  Forming relationships is the best way forward and this can take months so don’t rush it.

Make it professional

Invest in making sure you are writing good releases well.  Journalists are very busy so if they read a story that they can easily transfer to their own copy they will love you making life easy for them.

Get to the point quickly

Make your writing to the point, fun and interesting as once you have captured the journalist the end goal is to capture your wider audience. You want your tone of voice and personality transferred to any PR piece about you and your company.

Write your own blogs and share these on social media and with journalist you know are interested in your subject.  You want to be the voice of your industry.  Making sure the journalists know you have an opinion and have something to say may get them to call you for a well-articulated opinion or view.

Don’t give up

You are playing the long game and it can be a long game.  If you want to speed up PR when running a small business hire and pay for a professional.  This is going to be something that you must build and repeatedly work on.

Be Bold

Do make bold and brave statements and claims about running a small business but make sure that you can back them up as true.  You must make this true and original – the worlds best, ground breaking and state of the art are neither believable or interesting.

Be responsive

If you get a journalist contact you, be there quickly and be present.  They are working to a deadline and if they can’t get hold of you or must wait for information they have no choice but to move on.

Having stuff written about your small business  in the press can help your success in so many ways.  It is defiantly worth working on, but it is by no means the easy way to free marketing.  Think carefully about what you want to achieve through your PR and have a good plan.  Most importantly have fun with it, make you and your business intriguing and help journalists to be intrigues enough to want to know more.

 

Workplace is a 5 star coworking and serviced office company in Manchester and is perfectly positioned on Oxford Street, close to Oxford Road Station and only 10 minutes walk from Piccadilly Station.  It has easy access with the tram system in Manchester being only a few steps from  Albert Square.  Full Google Directions and Location

Workplace Manchester offers great flexibility with  day desk hire, coworking, reserved desks, offices and meeting space.

 

 

 

Up Next

What if starting a business is the best thing you ever did?

Workplace
Author since:
October, 2015
99 blog posts

Starting a business is many peoples  dream.  It is one of those things that from the outside in looks amazing but is it for everyone and is it all it is cracked up to be?

We talked to many people about their experiences of starting a business and came up with a quick 10 questions you need to answer as a check list to work out if it is for you.

If I build a business, they will come

  1. There is an old saying “build it and they will come” however in reality this is not strictly true when starting a business.  It takes much more than an idea and a business to make a living.  Don’t just believe that if you love it others will.  Investigate and interrogate if there are enough people with money who are in enough pain to pay for what you do.

Am I entering a growing market

 

 

  1. Is the market for what you do growing or is what you do disruptive enough to take the market? Having the internet at our fingertips gives as wealth of information and data.  Look for it, read it and digest it to know where you can go to grow.

What does my competition look like

  1. What is the competition like for your business? It always amazes me when  you see a new coffee shop open when you can see 3 other coffee shops from the front door.  I never understand why you would not go and find a space less crowded.  It is important that your market is not too crowded for you to shine above the rest and get sales.

What are the cost of starting a business

  1. What are the costs associated with your product? Have you got a full understanding of your  costs and made sure that you are aware of anything that might cause extra cost?  If you need a premises, business rates are always one that can hit hard as every area is different and it is often an unknown. Does what you are selling need after sales or service – is that easy to provide?  Do you need protections, insurance, patents etc as these are all costs.  If you are employing people exactly what are the costs in terms of salaries, tax, pensions etc.

Who will I need to recruit?

 

  1. Do you need to recruit a team? What is the market like for staff, what can you afford. How do you feel about being let down and starting again?  This part is one of the hardest areas of starting up a business.  You will never employ anyone as passionate and dedicated as you.  People may not be what you thought, they may let you down, leave or you may have to ask them to leave.  Are you ready and strong enough for this.  What is your back up plan if you can’t find the right team or when you are let down at the last minute.

Structure a good business plan when starting a business

  1. Have you developed a structured business plan? Anyone can forecast sales, it is often what you wish for rather than what you get.  Put all the costs in and work out what you need rather than what you want.  Then sensitise
  2. this – what happens if sales ore down by 20%, what happens if costs are up by 20%. How will your business perform when things are not going to plan.  What will you do about this and can you survive these kinds of business shifts.

The buck starts and stops with you

 

  1. When you are in it on your own, the buck stops with you. In every part from sales, accounts, HR it is all you at the beginning.  Do you have the stamina and perseverance to do all this and make it through.  Contributing factors aside, most start ups fail because they just give up and run out of steam.  You will hit set backs and rejections a lot – can you handle it and keep going.  It is so much easier to just earn a wage from someone else – you only earn a wage if what you do pays off.  Can you handle the truth?

Start with the Why

  1. Why are you wanting to start a business? If it is because you are fed up of your job, overworked and stressed then it maybe is not the solution.  The best entrepreneurs are people who are successful in their job but feel unsatisfied or bored.  The grass is rarely greener at the beginning.  It is better not to give up the day job until you have some revenue from your new venture.

Hope that these questions have left you excited and not down hearted.  It is so much better to makes sure that you have frightened yourself a bit and come back still wanting.  It will work if you have lots of perseverance and are open and to change and adapt what you are doing to make a success.

What if.. it all work out?

All of this and most things you read giving advice about starting a business will get you to look at the “what ifs” in a negative way.  What if, sales are down, what if costs are up and many other what ifs in a negative way.  The most important thing is actually to look at “what if” it all goes well, and it is a success.  In your planning stage at the end of every day take time to visualise what it looks like when this works out as you planned if not better.  As Stephen Covey taught us many years ago – begin with the end on mind.

 

Workplace is a 5 star coworking and serviced office company in Manchester and is perfectly positioned on Oxford Street, close to Oxford Road Station and only 10 minutes walk from Piccadilly Station.  It has easy access with the tram system in Manchester being only a few steps from  Albert Square.  Full Google Directions and Location

Workplace Manchester offers great flexibility with  day desk hire, coworking, reserved desks, offices and meeting space.

Subscribe to our blog