Public Relations: The Secret Weapon for Small Businesses
- Julie Spugnardi
- Oct 17
- 4 min read
When most small business owners are just starting out, it can be hard to find time to think about all the ways to promote their business.
It can also cause serious anxiety to spend money that doesn’t go toward directly producing a product or service, when each dollar counts.
That’s why we love to talk about small business public relations. It’s a low-cost option that is surprisingly impactful for building awareness in the early days of a business or startup.
Why Public Relations Is Essential for Startups and Entrepreneurs
According to Entrepreneur, startups face one of their biggest hurdles early on when it comes to visibility—if your target audience doesn’t know you exist, you can’t grow. PR can address that first critical step from day one.
Now you might be thinking, “wait, I thought marketing takes care of that?”
Yes and no.
While marketing is definitely important for gaining new customers (and doesn’t always require a high cost), it’s more about directing an offer or message to generate business. Think social media (paid ads), emails (campaigns), and even your website SEO.
PR, however, is more about building awareness by drawing people in. Think earned media like interviews in local newspapers, radio or podcasts, or delivering a talk or presentation about your product or service at an event.
It’s also about building loyalty by creating a community. This can be particularly important if you’re a locally focused small business owner. This can look like sponsoring local or community events, creating a customer-only community for deals and offers, or a social media presence that encourages engagement with your brand.
Perhaps most importantly, PR for small businesses doesn’t require a massive budget—it thrives on creativity, authenticity, and a well-told story.
People want to know who you are in a genuine way, not as just another brand they should consider purchasing from.
The Top Reasons Public Relations is a Secret Weapon for Small Businesses
Let’s face it - taking the steps to get your small business out there is a MUST to be successful.
The key is to find ways to build your brand visibility and connect with your customers authentically. PR is your secret weapon for that since:
#1 It Helps You Share Your Unique Story
Every small business has a story worth sharing—why it started, the problem it solves, or the values that drive it. PR helps craft that story and share it authentically. As Forbes notes, authenticity has become a brand’s greatest currency, resonating deeply with modern consumers.
#2 It Builds Brand Recognition and Trust
Reputation and recognition are the cornerstones of growth. A single well-placed article, influencer mention, or podcast appearance can elevate your business’s credibility overnight. metrobi
#3 It Establishes You as an Expert
PR positions entrepreneurs and founders as experts in their industries. By sharing insights with the media or contributing guest articles, business owners can shape public perception and strengthen authority. Entrepreneur
#4 It Fosters Customer Relationships
Unlike paid advertising, PR can help by building customer loyalty. It gives a human face to your brand—something especially valuable when your business is small and still forming relationships with customers.
Where to Start with PR for a Small Business
Effective small business PR begins with knowing your audience and meeting them where they are—
in online communities, media, podcasts, or local events. Then, be sure to create stories they will care about. A strong first step includes:
Developing a Compelling Story: Focus on your “why.” Media outlets love a narrative with impact or emotion. Share what drove you to start your business. For example, we worked with a gluten-free brewery that was launched by someone who was looking to enjoy beer again and decided to take matters into her own hands. Once the word got out about the brewery and her story, she gained a lot of attention from local media who were interested in her personal story.
Building Relationships with the Press: Connect with local journalists and niche bloggers who serve your target market. Personalized outreach beats mass pitches. When a working mom launched a platform for helping new and expecting parents better plan their leave of absence, she turned to us for promoting her story to industry journalists in the employer and insurance markets to get on their radar with her story, which led to multiple features and valuable exposure for her startup.
Earning Credibility Through Coverage: Aim for earned media—articles, mentions, and interviews that come from trust, not paid sponsorships. This kind of exposure carries more authority and social proof. We’ve seen many of our small business owner clients get a significant boost from a local news article that features their thoughts on an issue or event that’s important to their customers.
Leaning on Social Media PR: Share your press wins, company updates, and behind-the-scenes stories where your audience is most active. Your social media followers will always love seeing the reality of who you are, and will gain confidence and develop more loyalty for your small business when they see you working hard to earn their business.
The Bottom Line
Marketing isn’t the end-all-be-all of establishing your small business and generating customers. PR is your true secret weapon—it’s an equalizer for small businesses ready to grow.
When PR and authenticity align, even the smallest companies can build a loyal following, attract investors, and stand out in crowded markets. metrobi
Your business story deserves to be heard. PR gives you the microphone.
Ready to get started?
We’re here to help. If you’d like to learn how we can help you craft your marketing personas and put them to work, contact us today.
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