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 public relations with new business owners. It’s a low-cost option that is surprisingly impactful for building awareness in the early days of a small business or startup.

BOSS conversation series about thriving as a small business owner. We sat down with Kristin Tugman, Ph.D, Founder of Tugman Consulting, to learn more about creating a psychologically healthy workplace.

When you’re just starting a small business, you’re focused on getting in front of customers quickly, but how well do you know your potential customers? That’s where a marketing persona comes in.