Running a company is hard! There are so many facets of the business that entrepreneurs need to stay on top of, from customer service to digital presence and beyond. Hiring a public relations (PR) team can be a lifesaver for business owners, as PR teams have the capacity to take lots of important tasks off owners’ plates and dedicate a set number of hours a week to improving public perception, media coverage, and more. Here are five ways good PR can support entrepreneurs in running their businesses.
1. Handle Customer Service Needs Online
With more and more social media platforms popping up all the time, it can be very difficult for business owners to stay on top of DMs, messages, emails, and comments, especially those voicing legitimate concerns. PR teams can take this off entrepreneurs’ plates by managing all aspects of social media, from content creation to community management. Handing the social media reigns over to a PR team ensures someone will be available at all times to respond to complaints, interact with happy customers, and clear your inbox regularly.
PR teams are also adept at crafting crisis statements, so if an issue arises and spirals online, they’ll be able to respond quickly and tactfully to help minimize the problem’s impact, thereby proactively avoiding negative press in the future.
2. Streamline Messaging Across Channels
It’s not uncommon for small businesses to explore lots of channels to promote brand awareness and drive sales. Maybe you send out a monthly newsletter, run ads on Google, post regularly on half a dozen social media platforms, and submit op-eds to your local newspaper. As just one person, it’s nearly impossible to ensure the message remains consistent across all your outputs.
PR teams are highly practiced at crafting concise, precise, and catchy messaging, and they can do the same for your business. Clearer and more consistent messaging across channels help new consumers understand the products and services you offer. It also supports better audience targeting, which drives down your cost per click and cost per conversion. If you are willing to allow a professional team to take on your company’s PR, entrepreneurs can expect to see a boost in sales.
3. Build Up Your Research Arsenal
Good PR is backed by lots and lots of research. A great firm always looks into the PR entrepreneurs in your region are securing and their like-minded business strategies as a jumping-off point for your plans.
That’s not all, though. PR teams have the ability to run competitive analyses and audits of your own business’s channels. Audits expose holes in your strategy and opportunities for improvement, as well as highlight great ideas other businesses are executing well.
Finally, research is the hallmark of a great media relations campaign. Hours upon hours of research are required to target the exact right publications and reporters for any given pitch. You can shoot random reporters an email about your new offerings, or you can allow a PR team to reach out to the exact journalist who has a passion for your new services. The latter strategy will result in more frequent and higher-quality coverage; the choice is up to you!
4. Define Operational Processes
PR entrepreneurs are just like other entrepreneurs; in addition to helming PR initiatives for other brands, they run their own businesses with a keen eye for operational efficiency. They are privy to all sorts of business setups and have been exposed to lots of examples of what works—and what does not!
As your PR firm hones in on your communications strategy and sorts out key messages, they can also craft approval processes within your staff structure. This is key for the PR team to be able to function optimally, but it may also streamline your own internal approval processes, too.
PR teams also have the skills to develop crisis communications operational charts, including who reports to whom in high-stress situations. You can apply this structure to non-PR emergencies, too, like a customer falling ill in your shop or a natural disaster hitting your area.
5. Use PR to Boost Entrepreneurs’ Profiles in the Community
Whether you’re looking to partner with other local businesses or meet like-minded individuals, PR increases entrepreneurs’ profiles in the community. The primary method for this tactic is thought leadership, which works for both business owners and other high-ranking company executives.
It’s challenging to pitch yourself for awards and interview opportunities, but hiring a PR team provides entrepreneurs with a buffer between themselves and the media. Unbiased PR pros can tout business owners’ accolades and artfully position them as leaders in their field, trusted sources for commentary, and exceptional partners and supporters for other organizations. Every little bit of positive coverage adds credibility to your business and increases customer loyalty and acquisition in the long run.
How will I know a firm is exceptional at handling PR for entrepreneurs like myself?
When hiring your PR firm, be sure to ask the right questions. Request the firm share samples of thought leadership articles they’ve secured in the past, and ask about the strength of their relationships with media outlets that have both local and national reach. If the firm you’re interviewing can share solid examples of similar work they’ve done for other entrepreneurs, they’ll very likely be able to replicate their success with your company.
R PR Firm Founder Emily Reynolds Bergh is a PR entrepreneur herself, so she knows a thing or two about running a successful business—and implementing a successful PR strategy! To learn more about her services and how a PR team can bolster your business, contact us to schedule a call.