Small Business Support Blog

If you are interested in reading about how to get your business visible online, with regular insights into being an entrepreneur and navigating your way through the business world, then this blog is for you!

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    The importance of PR for small businesses, and how to increase your chances of getting featured in the media


     PR business


    Securing PR as a small business can be transformational for your visibility; literally bringing you to the front of peoples’ minds and grabbing their attention. If you are seeing time after time in the local and national news another small business being featured and you wonder how they managed to get themselves front and centre in the media candy grabbing machine, and how you can get yourself there then you are most definitely not alone.


    In this article we are going to be focussing on why PR is so important for small businesses, taking a look at some examples of where entrepreneurs have secured PR which has had a positive impact on their business, and giving you a guide on how you can get yourself noticed by journalists and editors for potential features.


    In this post:


    • Why is PR so important for small business
    • The impact that securing PR can have on a small business or entrepreneurs journey
    • How to get PR for your small business


    Why PR is so important for small business


    “ PR has helped my business grow by building trust and credibility amongst my clients” Deep Bajwa, Opulence Events London.


    PR for small business is so much more than having a feature in your local newspaper that makes your Mum proud (you know the drill, where she carefully snips out the article and adds it to her memory box promising to show Uncle Colin next time he is over). Securing a positive feature for you and your business can have the following effects:


    • Build awareness of your brand and its purpose
    • Showcase your products and services to a local audience which boosts sales
    • Build trust and credibility for your business
    • Drive traffic through having quality backlinks to your website
    • Establish you as an authority or expert in your niche


    Building brand awareness for your brand


    Being able to tell your story, your why for starting out and what makes your business unique is an important part of establishing your brand identity, and being featured in a high quality publication is a fantastic platform for this. The challenge here is going really deep on understanding what makes your why so unique – because there are a million “rags to riches” stories, many, many “I was broken and this saved me” tales, and a whole bunch of “this is my calling” vocational documentaries. Your story needs to be able to appeal directly to a particular audience, and it needs to connect on a deep level to make it stand out from the others.


    " PR wasn't on top of the to do list when I first started my businesses and I actually thought I had to wait until I was "successful" to go down that route. Once I'd been quoted and featured in some articles I realised that the opposite was true! Everywhere else in my business there was a focus on visibility and I'd let this one fall through the cracks. You need PR now ... whatever stage you're at and it will increase your visibility with positive results you can rely on" Dawni Baxter, Beyond the Dawn


    Showcase your products and services


    I will always remember when Victoria Beckham mentioned shopping at M&S food as being the ultimate treat when her and David were in the UK, and the sales absolutely rocketed for M&S food stores straight after. This is a perfect example of where PR can really elevate your products and services, and not just to your established audience, but to new audiences too. M&S Food experienced a wave of new, younger clientele as a result of that celebrity endorsement, which gave them a much needed lifeline for their flailing business. Securing a mention, a feature or a review of your products in publications and through influencers can be game changing for your businesses if managed carefully – but you need to be ready for it, or be able to quickly react to the change in demand if you are suddenly inundated, because the effect can be doubly damaging if you fail to meet the expectations of all of those new potential customers.


    “PR For me is a new way to showcase my brand, core values and reach out to brides to be who want their wedding to be a lavish and timeless event” Abha Benjamin, Owner VLW Events.


    Build trust and credibility for your business

    business trust


    One of the biggest positives that you can take from securing PR for your small business, is in the endorsement that your business will get from being mentioned. Word of mouth is hands down one of the best ways to get people to buy into your brand, and if you get included in an important publication it can add a credibility to your business that you can then leverage in your marketing campaign.


    Similarly getting positive reviews, winning or being nominated for industry recognised awards and establishing authoritative testimonials are also examples of positive PR which can have a positive impact on your small business. People are 72% more likely to trust and buy from a brand that has been reviewed or has received testimonials from either peers or established authorities (source: seo tribunal) so getting PR for your small business can really set you apart from your competitors.


    Drive traffic to your website through having quality backlinks from reputable publications


    Ahhh the holy grail for SEO that is backlinks! The more backlinks you can get, the more you will boost your small businesses online visibility and SEO, so getting publications to give a link to your business is a proper positive result of securing PR. The rule here though is to be careful in who you want to approach for getting those links. The saying all PR is good PR is a controversial statement which requires it’s own post entirely, but for the purposes of SEO and adding authority to your website, you definitely need to be selective about who you approach for getting PR or endorsement. Poor quality publications which have a low domain authority can actually harm your website performance rather than improve it, so make sure you vet your target publications before pursuing them.


    If you can get a high quality backlink from a publication then this can have the effect of driving additional traffic to your pages from your ideal client – which is what happened when Kate from BrambleSky, luxury wedding décor producer was mentioned in the luxury wedding blog Rock My Wedding. “Being featured in RMW for a real wedding last year added lots of positives for my business. I got more traffic from the link, but also brides knew that my products were on trend and high quality because RMW wont feature if you are not!” Kate Palmer-Irani, BrambleSky Founder.


    Establish you as an authority or expert in your niche


    “PR has helped me to position myself as an expert in my profession. It has helped me to grow my income, audience and visibility immensely. I am now regularly contacted by journalists across the media such as The Times. It’s helped me to gain more speaking opportunities, award nominations and more importantly to increase the impact my work has for women” Catherine Morgan, The Money Panel


    If you are building a brand where you are the brand, then being featured or quoted as an expert on your niche or industry can open further doors for you as well as building up your own business. Like Catherine has quoted above, once you become known for your expertise then journalists and editors will come to you – because they love a go to, and they love a trusted source for unique content. The trick with this is making yourself marketable to the media industry, and there are a number of ways that you can do that.


    Examples of where PR has had a positive impact on a small business


    “I’m the-style-whisperer, a home and wardrobe stylist for women over 40 who are going through life changes such as divorce, the menopause, or career change, and want to evolve their style to suit their new life phase, and feel more gorgeous, confident and comfortable in themselves.

    I’ve been featured in everything from Vogue and Self Service, to The Express and The Telegraph. Press is invaluable -and there are so many more outlets than ever before! Sometimes it’s the unexpected press that gets clients calling, whilst some is for credibility building. I was featured in Forbes recently, which was a personal goal, so that helps your confidence as well as positioning!

    Before working with private clients, I worked for luxury brands and magazines, and once quickly made an earring out of a coke can for  Kate Moss - someone called asking for one!!! You never know who is watching, but I’d generally say press is part of your long term strategy.


    Aleksandra Olenska,


     robot reg


    “‘We persisted with the press a lot, it didn’t just happen over night, but when we did it made a huge impact, the more we were in the press the easier it was to get more and more PR opportunities and people were talking about us, it really opened lots of doors for us.


    The more we spoke to journalists who wanted to report on us and tell our story the more confident we were to keep on doing it. Getting PR opportunities has been huge for the success of our business.’


    Charlie - Co-founder of Phonics with Robot Reg.




    “I worked with Pamela to craft a PR strategy around our international expansion into new markets with our luxury gin, and it was a real boost when Pamela managed to not just get us into the Manchester Evening News, but also a TV feature on the BBC News! The result was an increase in our website traffic and enquiries, but also an increased number of press enquiries which has been great for building our brand. I’m grateful to Pamela for her hard work to help build our luxury gin brand.”


    Andrew Niedzwiecki, Founder Worsley Gin




    How to get PR for your small business


    So if the rest of this article has been a but TL:DR and you’ve scrolled straight to the strong stuff then here you will find the advice and guidance on how you can secure PR for your business. To secure PR for your small business you need to think about:


    • Crafting your story
    • Branding your expertise
    • Creating a media kit
    • Targeted targeting
    • Local outreach
    • Get expert help 


    1. Crafting your story

    This is where it is hard to not sound like a broken record to be honest, because everyone will tell you to craft and hone your story, your why and your USP to make a compelling pitch to the media. Of course, you need to make sure that you have delved deep into your core purpose, your vision and your “why” to be able to tell your authentic story – but here is what journalists will respond to – why your story is shareable. Why do people need to know your story? What difference can you make to the audiences lives as a result of sharing? Journalists have the shareability of a feature on their minds all the time, so put this at the forefront of crafting your story and you may get better results.

    2. Branding your expertise


    People are creating how to guides, useful tips and insights all of the time, so if you think that just producing these will get the journalists salivating for your content, then you may want to think again! Branding your expertise is a great way of making you memorable – whether that is because you have a particular style or methodology, or you have a unique way of presenting information – look at what makes you different to your competitors, and then brand your expertise. My approach is to offer jargon free humorous takes on online visibility and digital marketing. It doesn’t make me the go to choice for the Financial Times, but my ideal clients don’t read that so I’m ok with it. It does appeal to business blogs, small business networks and female entrepreneur publications, and that is where my target audience hangs out, so I’m happy with that!

    3. Creating a Media Kit


    Here is the thing – if you want to get serious about getting PR for your small business then you are never to small to have a media kit. If you are thinking what the hell is a media kit then don’t feel overwhelmed – it is simply a pack of information regarding your business. Include key statistics about your business and include high res high quality images so that you are basically handing the press your business bio on a plate. Create a page on your website with a pdf of your media kit available for the media – you can then link to this when pitching to your target press.


    4. Targeted targeting


    What I am referring to here is both creating your list of targeted publications and putting yourself in the target area for that desired media. The trick here is to create your list with a sliding scale so that you don’t feel disheartened if you are knocked back (or ignored which happens more often than is good for anyone’s mental health) by the big guys straight away. Build your target list with smaller blogs, magazines and local publications, moving up to the more national and international outlets. Understand that you are going to be ignored and knocked back, but persistence is key, and will pay dividends if you consistently look to outreach.


    The other side to this is making sure you are hanging out where the press, journalists and influencers are hanging out. So many small businesses have abandoned Twitter because they don’t think it serves their business, but it is still a major hang out place for journalists – so get yourself on the platform and follow the #journorequest. You never know when there might be a story that someone is working on that you can spin to you and your business! Other places to get yourself involved include the Facebook Groups Lightbulb and Feature Me! – both of these look to connect journalists with entrepreneurs for story opportunities. The other place to register is HARO ( Help a reporter out) – all of these outlets will give you opportunities to match your story to their feature needs.


    As mentioned earlier in the post, make sure you check out any targets to make sure that they are high quality and that you are given the opportunity to read back whatever is being featured so that it correctly represents your business.


    5. Local Outreach


    Research local events, charity functions and community initiatives that you can get involved in as a business – these are great for local PR and you don’t always need to donate money – donating time or resources can make a huge difference. The latest coronavirus pandemic has been such a massive blow to small and local businesses, but the amount of positive PR pieces that have come out of the situation is unreal – from craft gin distillers turning their skills to making hand sanitiser, to local fitness businesses like Leah at FarmFit offering free classes to NHS workers.

    The event décor company Sweetness and Lights North West have donated a full wedding décor package to a couple from the NHS who are having to delay their wedding and Worsley Gin gifted a luxury hamper to a worthy keyworker. These examples get the small businesses lots of positive PR, but also the word of mouth effect which will help their businesses once the world reopens for business.


    6. Get Expert help


    Now more than ever is the time to think about getting expert help if you want to propel your PR to the next level for your small business. Which is where expert PR strategist Nicola Rowley can help.

    nicola rowley


    As the owner of a Communications Agency specialising in helping female entrepreneurs get visible (NJRPR), it’s more important than ever to ensure your PR Strategy is aligned with your business strategy.


    I know that times are uncertain right now, but think about your messaging, your expertise and how you can help your ideal clients at the moment.


    Journalists are looking for positive stories about business owners who have diversified, who have pivoted to help others or are offering something that’s invaluable.


    Being visible right now through the power of Strategic PR storytelling has never been more important. And it all begins with understanding your story and your hey messaging. Don’t just make knee-jerk approaches to media outlets in the hope of being quoted. What do you want the outcome from every piece to be?


    If you haven’t yet worked out your story or what you can offer right now, I have 10 PR Strategy Sessions available to help you get clear on your communications. Email me at [email protected] for more details.


    And if you would like lots of free advice, tips and to join a community of fellow entrepreneurs and Journalists visit my Facebook group The Communications Community. We’d love to have you with us:



    Nicola’s website can be found at:




    So if you are serious about getting PR for your business, have been convinced by the impact that it can have for your business journey and have got some tips to move forward with – what is stopping you from becoming a media magnet…


  2. How to find content inspiration when content inspiration is the last thing on your mind...


    We are all in the same boat. Trying to navigate our way through the most surreal and unnerving times, to show up as leaders and look like we have control over all of our sh*t. The reality is we are all winging it in one way or another, we just have different ways of filtering it for our social media feeds and translating it in our businesses.
    This post is not for those people who have decided to take a well earned break whilst the lockdown restrictions are in place; and similarly it’s not for those that have identified an opportunity to sell something like hotcakes and are forging a clear path ahead with a content marketing plan that will see them through for the next few months... No, this post is for those that are finding themselves a bit... discombobulated (now that is a word you should try to say after a couple of glasses of wine!) If you are finding that you don’t know what to say to your audience; you don’t have any content inspiration or that content inspiration is the last thing on your mind, then this post is for you. Because there are a few things that are true:
    1. You do need to keep showing up for your audience unless you’ve told them you are taking a break - and that needs content inspiration
    2. You do need to adjust the sails of your content to make sure it’s appropriate and timely - which needs content inspiration
    3. Content inspiration is tough at the best of times, so having a clear plan when you are also juggling lots of other plates can help to reduce your stress and anxiety levels.

    Content Inspiration has been a struggle for me too recently!

    I’ll admit that I have really struggled myself with content inspiration for my audience - which will probably come as a massive surprise to the majority of you reading this! The reason I’ve struggled is my discomfort at the amount of noise that’s coming from the internet at the moment (check out my Instagram post where I literally asked everyone to shut the [email protected] up for a minute). There has been an explosion of what I call “loaded help”, all designed to help small businesses - free seminars, free webinars, free whatyoucallits, all cleverly disguising a sales pitch to some “bossing it” course or membership. Now before the trolls come out in force and lambast me for being jealous of people “pivoting with purpose” or frowning at me for calling bullshit on some scandalous sales funnel activities, I’m not here to expose anyone, or to go into a rant about pop up experts (although I have gone off on a bit of a tangent haven’t I?!), what I am trying to say is that it can be bloody difficult to know what to say, when everyone around you is already saying it, and when they are shouting it louder or you perceive it to be shouted better. I’m with you, if you are feeling this way, and so I’ve put together this post on finding content inspiration to help you with finding your voice again, or to give you some confidence with being visible with content inspiration ideas that will hopefully support you with finding the right words to say...

    How to find content inspiration in all of the chaos:

    1. Understand that content inspiration doesn’t need to be inspiring
    2. Create content bubbles to dip in an out of
    3. Collaborate for content ideas that are outside of the box

    1. Understand that Content Inspiration doesn’t need to be inspiring

     First up, you don’t have to wow your audience with every single bit of content that you put out there. Not everything needs to be a lightbulb moment, or batshit funny, or gravely emotive. At the moment what people are craving most is reassurance; and reassurance is about delivering normal. So don’t worry about needing to become a hero with your content all of the time.
    If you have never posted about help and support and you don’t feel confident about doing that, then don’t. The chances are your audience don’t look to you for that anyway. Which brings me to the first key action - brainstorm what your ideal clients life is like right now. What are they doing, how are they feeling, who are they with and why would they be online. What questions are on their mind? Brainstorm this and you will create a list of content inspiration ideas that you can post about.
    Brainstorming your ideal client and what their new reality is will help you to understand what they are currently scrolling the internet for.

    2. Create content bubbles to dip in and out of

    This is an idea that a lot of content marketers have claimed to be their unique approach so I don’t claim it to be unique to me, but the content bubble, or content bucket approach is a tried and tested method of finding content inspiration, particularly if you struggle to find topics off the top of your head.
    This approach works by creating a set of themes, topics or activities and then picking from a bubble or bucket each day to provide you with your content inspiration.
    For example your buckets may be:
    • Help & Advice
    • Product Showcase
    • Behind the Scenes
    • The Production Process
    • The Transformation
    • The Feedback/Case Studies/Testimonials
    • Real Life
    Now don’t look now, but that’s seven bubbles of content inspiration that you can populate with individual topics to give you a weekly content plan and lots of things to talk about and engage your audience with! I love the content bubble system because it helps me to not get stressed about what I’m posting - and I know that it will provide varied content for my audience.
    Once you have your bubbles you can then add topic ideas into them and add the medium that you will deliver it via (text post, video, image etc) - and before you know it your bubbles will be full of content inspiration that will take away any stress or anxiety you’ve been feeling. Unless that stress and anxiety you’ve been feeling is down to not wanting to sell during the crisis because you think it’s insensitive. If you are feeling stressed or anxious due to that, then I would suggest checking out a recent blog by mindset coach Shelley Bosworth who talks about the serve mindset and how you can continue to serve your customers rather than sell to them.

    3. Collaborate for content inspiration

    The saying that two heads are better than one is something I like to debate because I don’t think it’s always true, but in the case of content inspiration, the more heads the better is definitely true!
    When there is so much going on around you it can feel a bit too much to be asking people if they want to collaborate in business. If you are anything like me then you will want to help people rather than add to their to do list, but this is one scenario where you should ignore the mind monkeys and reach out.

    Ways to collaborate for content inspiration

    1. Interviews. Reach out to someone you admire in the industry and do an interview which you can publish as part of your content strategy. An interview doesn’t have to be videoed or recorded (although that is content gold) it could be simply sending a set of questions to them which they complete and send back, which you then create into an article or blog post.
    2. In market guest blog - this is where you reach out to someone in your market to do a guest feature on the world from their perspective. As an example, if you are a wedding photographer (I need to find new inspiration for examples because I’m always using wedding photographers!) asking a wedding florist to do a blog post on how they work with their clients can be really useful content for your audience too.
    3. Out of market guest blog. This is where you get someone that is doing something completely different to come in and write a feature on something of interest. An example of this would be when I invited a yoga instructor to do a post on relaxation techniques. It has nothing to do with online visibility or web design, but it is a related topic for entrepreneurs and a great way to add new content for my audience.
    4. Customer takeovers. If you are a product based business this one can be content gold! Identify a customer (it doesn’t have to be an influencer, and they don’t need to have a gigantic audience because the purpose is for content generation rather than advertising or promotion - and you’ll need to adjust your mindset for that) and send them a particular product or range and get them to create a series of posts or a diary on using it. They send you the images, videos and text and you then have lots of content inspiration to use! A very gorgeous and glamorous example of this is when blogger The Green Eyed Girl took over the super luxury car brand Maseratis Instagram feed for the weekend and did a series of images and videos of their weekend in the Cotswolds - it was dreamy, aspirational and completely unattainable for 99% of the country but it is a great demonstration of how you can get user generated content that you can leverage. The key thing to remember here is that you are not looking to gift or loan the products to influencers for promotion purposes, but for content generation purposes.
    5. Business takeovers. Now this one is a bit weird but bear with me. Oh and I’m not referring to you talking about high risk investment mergers when I say business takeovers. What I mean here is collaborating with another business where they do a takeover of your Instagram stories or do a live Q&A for example. This is a brilliant way of providing help and advice if you are not the expert but you know your audience have a particular pain point for example. So if you were a baby clothing retailer, collaborating with a child counsellor or education expert and getting them to talk to your audience can be super helpful and it will help to build an authentic, authoritative trust in your brand - because you are not purporting to be the expert yourself. I’m a massive advocate of this and use this technique regularly in my online visibility group - bringing in guest experts to talk about topics I know are of interest to my audience where I don’t have the skills or expertise myself.

    Inspired to find some content inspiration yet?

    When you have so many plates to spin, and plates you are not used to spinning (I am definitely going to be nicer to my daughters teachers after this pandemic crisis is over I’m telling you!) then finding content inspiration can become an onerous task that runs the risk of becoming a ball of anxiety which either prevents you from posting content at all or means you produce stuff that isn’t fit for purpose. Hopefully this post will have given you some inspiration to find your inspiration - let me know how you get on!
    PRW Wine