Coordinate advertising and PR

No business gives up on product advertising, in fact in many places the advertising budget accounts for 30-40% of the business's operating costs. Therefore, do not "abandon PR", if you have not really built a dedicated PR department, businesses need to think about combining PR and advertising.

If a specialized PR department has not been established, businesses need to think about combining PR and advertising.

Every day, hundreds of advertisements reach ordinary consumers. Sometimes they receive them indifferently, but many times, the information from ordinary advertisements makes a deep impression on the public (message, campaign purpose, corporate image). If you pay attention to this, it is very possible that your business has implemented "invisible" PR that is still very effective.

Outsource or do it yourself

Nowadays, the number of private media companies providing PR services for businesses is increasing, which is a suitable choice when your business is really unable to control and manage its public interaction activities. But remember that the public is increasingly demanding and intelligent. PR activities are now done so much that they become familiar, so consider doing it yourself, which can bring fresh colors to your business.

There is a term that has been mentioned a lot recently, which is “Guerrilla PR”. It is understood that the business itself will produce PR products such as press releases, stories, events, etc. and then “spread” them to all media and newspapers to “distribute”. At first, it will be difficult because journalists or TV stations do not pay much attention to you, but a “wide-ranging” attack will attract significant attention, especially when the business depicts the difference in its products. The level of credibility will gradually increase and later, the media units will come to you.

PR from within the business

Many people look down on internal PR because they think it doesn’t bring any benefits, but in fact, with the limitation of scale, internal PR is quite effective and economical. To do this, the small business owner needs to collect the company’s establishment reports, briefs about the company’s formation and development process, and some other information about the business situation. Design them in electronic form with the company logo, then send them via email, or edit them into internal products to distribute to all employees.

Internal PR products will also be sent to external media through the personal relationships of employees. Thus, information about the company is guaranteed to reach the right people, thereby boosting the reputation of the business from both inside and outside.

Note that you should only include the most valuable information about your company in the newspaper and to a certain extent, just enough for the reader to recognize and understand. Do not cram too much unnecessary information because it will confuse the recipient's ability to perceive and evaluate.

Finally, small businesses should not worry too much and put too much pressure on PR activities. PR will take on different roles at different times and in different situations. But importantly and indispensable, businesses should quickly find a “good news initiator” – that should be a professional writer, skillful and enthusiastic about the job.