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.

See also  Creating Value Propositions

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.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.