Let’s explore the reasons why PR can work for your small business.
Build credibility with your target consumers and potential investors.
Media outlets act as third-party validation that your company matters; readers are more likely to trust media outlets than advertisements. According to a 2019 Cision Study, only 50% of consumers trusted paid ads while 92% of consumers trusted earned media.
Expand your exposure across multiple target audiences and markets.
There is a media outlet for everyone. Whether you want to broadcast to a general audience or target a niche consumer, you can reach them through a publication or channel they trust.
Improve your SEO (Search Engine Optimization).
Media outlets publish their stories in print and online, and will share articles on social media. When your company is mentioned on a media outlet’s website and social media feed, your website will gain a higher position in search engine search results. This makes it easier for your customers to find you!
Tell your full story.
Connect with readers in a long-form feature to give deep insight into your brand and why you started it, or pitch to multiple media outlets to flesh out all angles of your story. A static ad or 15-second video just can’t accomplish this complexity.
Earn, don’t pay for, consumer attention.
A well-crafted pitch or press release will be published for free, so you can reap all of these rewards without bidding against other companies for increasingly-expensive views.
Gain better traction on Amazon.
If your product is sold on Amazon, a successful pitch for a product review will include a backlink to the product’s Amazon page. This will drive more traffic – and hopefully, more sales! – and push you up the Amazon search rankings.