PR lessons from big brands you can apply to your small business

What does PR mean for brands?

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Public Relations is about earning attention and trust, not buying it. While advertising lets you pay to control the message, PR focuses on building genuine connections through storytelling and relationships. When a journalist covers your business or a customer shares their experience, that's PR at work.

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Why PR matters even more for small businesses than big ones

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Big brands can throw money at problems. If you’re a small business, you likely can't afford that. That's why PR is your secret weapon. One compelling story or strong community relationship can transform your business. For small businesses, reputation is everything, and PR helps you build it through authenticity rather than budget size.

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Key PR lessons you can apply to your small business

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Lesson 1: Tell stories, not sales pitches

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Nobody wants to hear about your product features. They want stories that resonate.

Why did you start your business? What problem were you solving? 

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Your customers have powerful stories too. Go beyond "great service, five stars" and capture specific moments: the relief they felt, the confidence they gained, the problem you solved, use these!

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Lesson 2: Authenticity beats perfection

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Your imperfections might be your biggest asset. Running a small business is messy, share that reality. When you're transparent about challenges, with reason, and how you're addressing them, you humanise your brand.

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Lesson 3: Timing is everything

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Great PR is about being present at the right moment. Look for local events or challenges where your business can add genuine value. Don't wait for news, create your own. Anniversaries, charity partnerships, or unique events give journalists reasons to cover your business and your community reasons to engage.

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Lesson 4: Build relationships before you need them

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The worst time to contact the media is when you desperately need coverage. Start now by following local journalists and bloggers. Genuinely engage with their content. Offer yourself as a helpful source with no expectations.

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Measuring PR success when you're not a household name

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Track media mentions with Google Alerts. Monitor referral traffic in Google Analytics. Measure engagement, not just reach, 100 engaged community members beats 10,000 disinterested people.

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Watch for business impact. Does PR lead to more customers, better talent, or stronger community support?

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Common PR mistakes to avoid

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• Only reaching out when you need something. Build relationships consistently, not transactionally.
• Ignoring negative feedback. How you respond to criticism builds trust.
• Copying others without adapting. Find your own voice.
• Forgetting PR is long-term. Consistent communication beats viral moments.
• Treating PR as separate from operations. Your messaging must align with how you actually run your business.

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Your next steps

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We know it can seem like a lot, so pick one lesson and start there. Maybe it's identifying your brand story, reaching out to a local journalist, or showing more personality online.

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The brands we admire built their reputations through consistent, authentic communication over time. Your story matters, your community wants to support you, and the right PR approach can help you grow in ways paid advertising never could.