I've been running my public relations consultancy for over 8 years now and can tell you that when it comes to marketing, the small businesses we've worked with think too small. It's not that the small businesses don't think about what they can do with their small business, they don't know how to think about it - beyond what it's going to cost, and, in some cases, don't know where to start. Here's some tips on how to think about public relations and social media marketing for your small business.
1) Just admit it, you're not the marketing expert - Often times our clients get sales, business development, and marketing confused, jumbled, and lump everything into one basket. The truth is, one is very different than the other. Don't expect to know how they all work, nor find one person that does. Hire the right public relations expert who can suit your needs. Sometimes these means finding a person who has experience in your field or someone who you like and feel you can trust. Other times, it's a person who's reaped great success for their clients, similar to your company.
2) Don't focus on the tools - Your public relations staffer is no more going to know more about your business than you will about theirs. Just because you've heard of Facebook, Twitter, press releases, etc., don't assume to know how those tools may best suit your business. They may not. One thing's for sure. Make certain that your public relations professional has an open mind, that's focused on how to help you grow your business, not on how the success of your marketing will influence theirs. If they create a customized public relations and social media marketing plan for you, it's most likely it will be successful, especially if done in concert with your audience targeting and messaging.
3) Take your time - It's not the quick "hit" in a local newspaper that's going to turn your business on it's ear. Public relations is an evolution, not a revolution. It takes time to build up brand awareness, develop relationships with journalists, industry analysts, and generate new business leads, partnerships, etc. What's important is that you start with a plan, and stick to it best you can, of course being flexible to any market or inside company changes.
4) Push, don't pull public relations - Running a public relations campaign is much akin to planting and growing a garden. You can't wait for it rain. You've got to water your own plants. Get out there, tell your public relations professional everything that's going on in your business, the related economy, what's up with your competitors, and get marketing. Your public relations plan should consist of many elements which compliment one another. Don't just rely on one press release. Create a calendar of your upcoming announcements, look at what your key publications are writing about / what they could write about, think about what you can do with your partners, and much, much more!
In conclusion, public relations and social media marketing are not thankless jobs. Assuming (and hoping) that all of your efforts point to your business and marketing objectives, you will have marketed your company well in a very challenging environment. It's not an easy task to take, but one that has to be collaborative with your public relations professional and supported by the energy, enthusiasm, and growth which your company deserves.
