PR isn’t just a luxury for global brands and celebrities – as a small business owner, you can use it too to catapult your products and expertise onto national platforms. For a brief on how PR can accomplish your business goals, check out the Why PR? page.
Is your business a good fit for PR?
Businesses of any size and stage can benefit from PR, but if your business meets some or all of the following criteria, you’ll be able to execute a more successful PR strategy.
- You sell products on Amazon
- You sell products in large retail chains with a footprint outside of New England
- You have an interesting founder story
- You offer credible expertise and a unique perspective
- You have, or are prepared to obtain, high-quality photos of your products and founders/staff
What kinds of narratives work for PR?
One of the best parts of working in PR is the richness of the media landscape. Different angles of your story will appeal to different readers, which allows you to fully express your business’s identity. Your PR campaigns may include some or all of these angles:
- Product reviews, roundups, and gift guides
- Business announcements in state business journals and national trade publications
- Advice and trend predictions that align with your expertise
- Founder profiles in local media, trade publications, and alumni organizations
- Connections to national trends in state and national general-interest publications
What PR services for small businesses does Pen Name offer?
- Curate and continually update a custom media pitch database.
- Curate and continually update a pitch calendar built around organizational and editorial milestones.
- Draft, edit, and distribute press releases.
- Craft personalized pitches and follow-ups to relevant writers and editors identified in the media pitch database.
- Coordinate sample mailings to writers and editors.
- Coordinate media interviews.
- Conduct media interview training.
- Track media outcomes.
- Participate in virtual opportunities to pitch to relevant writers and editors.
- Monitor pitch request platforms for relevant pitch opportunities.
- Prepare resources for, and organize, a media kit of photographic, video, and other assets.
- Compile and continually update a funding opportunity calendar.
- Draft and edit grant narratives.
- Participate in weekly client meetings to discuss pitch narratives and outcomes.
Examples of Small Business PR Coverage Secured by Pen Name
