It’s a common concern for many growing businesses. At what point should I invest in Public Relations to increase awareness? Businesses of all sizes and industries can reap the benefits of earned media (i.e. Public Relations) by building these tactics into their overall marketing plan.

Let’s take a look at a couple critical questions you should ask yourself about your business. If you answer yes to any of them, it’s likely your business could benefit from the addition of a PR strategy.

Are we doing something newsworthy that we want everyone to know about?

So often the answer to this question is “Yes!” but a business doesn’t know what to do about it. This is when the right Public Relations tactics can help create opportunities to share your story. Maybe you’re doing something charitable, partnered up with another local business to offer a special deal or have an inspiring customer story to share. These scenarios have the potential to make a great news story! Issuing a press release or writing an op-ed article can you earn some valuable news coverage. Though you are always at the mercy of the press, and whether they’re having a busy or slow news day, you never know when you just might hit things at the right moment and make a major impact.

Do we have valuable expertise to share?

If you’re passionate about what you do and have spent enough time doing it, you have gained a level of expertise. Public Relations strategies can help you share this knowledge with your potential client base and establish yourself as a trusted expert on the topic. What this really means is that when people need the services you provide, your business is going to be top of mind. In this case, Public Relations can come in the form of a featured segment on your local news where you share advice on your trade. You can also start a blog, guest blog for other established bloggers or start a regular email newsletter that shares helpful tips. All of these tactics provide additional touch points with potential clients and complements your paid advertising efforts.

Are there myths or misconceptions about my business/industry I need to clear up?

If you work in an industry where there are negative connotations or misconceptions about what you do, Public Relations provides a valuable opportunity to share information that counteracts these emotions. Speaking or writing knowledgeably on the topic and offering a different viewpoint will capture attention and build trust and respect for your business. Additionally, if your business has personally come under fire for something like a recall, error, injury or anything else that leaves a negative impression with your audience, you should utilize Public Relations to tell your side of the story.

Have we hit a milestone or made a major change to our business?

Are you celebrating 25 years in business? Have you doubled in size in the last year? Have you just merged with another business? All of these milestones and major changes are newsworthy information to share with the public. Public Relations tactics such as a press conference, ribbon cutting ceremony or press release, can help you gain the media attention you deserve for a notable celebration. It also brings your business to the forefront of people’s minds and helps them associate you with growth and progress.

Do you have another question related to using Public Relations to promote your business? Share your thoughts by leaving a comment below!