new business marketing

Public relations efforts are crucial for new businesses that are looking to get serious about grabbing the attention of customers and other industry professionals.

Unfortunately, most of the time, new businesses tend to avoid investing in PR because they believe it’s a costly expense that they don’t need.

Fortunately, there are certain strategies that don’t require a big PR budget.

These strategies can help even new businesses reach more people, and can increase brand awareness and visibility, which results in companies increasing their bottom lines.

Memorable Stories

Instead of focusing on creating an attention-grabbing press release for the public and media outlets, businesses should be focusing on creating stories that elicit an emotional reaction from people.

Companies that put too much focus on creating the right type of press release end up looking like they’re trying too hard in the eyes of consumers. These companies can generally end up with a reputation for being irrelevant or even boring.

However, when a company is focused on sharing its own story with the public, it means that the news about it is going to be a lot more newsworthy, because most people love hearing about great stories. The focus should be on the value that the business can bring to its consumers instead of on listing all of its accomplishments.

Website Media Page

Businesses can greatly benefit from a dedicated press release or media page for their company’s PR efforts. When it’s optimized, that page is another tool that the company can use.

It becomes the go-to place where others can get more information about the business, including the history of the brand, relevant stats or facts, company bios, and previous press releases.

Influencer Collaborations

Another way that small businesses can get their name in front of more people is by working with influencers. With influencers, there’s no need to chase after the biggest industry names. In fact, it’s often a lot more beneficial to the business if it works with an influencer that has a smaller audience.

That’s because influencers with smaller audiences have stronger relationships with their followers, and because those followers trust their influencer’s choices a lot more compared to bigger influencers.

Being promoted by those influencers can generate a lot of interest for a business because this type of promotional effort is focused on an audience that’s already interested in similar products or services.

Guest Speaking

According to recent research, nearly 100 million people in the US spend a lot of time listening to podcasts. Although podcasts don’t fit into every company’s content strategy, being a guest speaker on reputable and influential podcasts can do wonders for a company’s brand awareness.

Offering something valuable to a podcast host is a surefire way to get invited to talk on their podcast. It will be even more beneficial if the podcast shares a similar target audience to the company’s own.

Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.