Public relations is often discussed concerning big business. PR can call up images of large communications firms hired by large conglomerates to shape public discourse and manipulate media. But if you’re a small business owner, these things might seem to belong to an alien world. You might think that PR tactics only belong to big businesses, but that’s not the case. Here is a list of public relations tactics for small business owners.

1. Knowing Your Audience

Before you can plan how you will use public relations tactics, you must know who you’re targeting. You need an ideal customer profile. This profile should include information such as age, gender, education, and income level. There are free and inexpensive tools that help you create a customer profile, and they’re worth their weight in gold. Adobe, for instance, has a list of tools if you need help.

2. Telling a Story

Everyone has a story to tell, but not everyone knows how to tell it. Exuding confidence is one way to draw positive attention to you and your business. The best PR tactic is to be modest when describing your business and its services. Good PR also means being transparent. If you can build trust, more people will come to you.

3. Organization and Planning

Planning is what sets successful businesses apart from the ones that simply exist. It’s important to have a schedule for your PR strategy. You need to plan when to send out a message, how often to send it, and what information to include. It’s also a good idea to have backups if your schedule changes.

4. Competition Research

You can’t grow your business if you don’t have a clear picture of what your competition is doing. The best PR tactic is to keep on top of competitor news. Be informed and use your competitor’s strengths to your advantage. If you’re a small business, likely, you can’t always compete on price, so you have to have a unique advantage.

5. Build Relationships with Influencers

An influencer is a person who can influence others. You can build relationships with them by offering them something of value, such as a special discount that their followers can redeem. Another way to build relationships with influencers is to share their posts on your social media accounts. You can even give them a testimonial. The main point is that influencers can go a long way in building your brand.

6. Keep Your Voice Unique

If you want a PR strategy that will set you apart, you need a unique voice. Many businesses use the same tired techniques to get the word out. You can consider hiring someone to help with your PR strategy, but you need to make sure they understand your voice. Research shows that consumers will be willing to buy from you if they trust you. Trust can come from how you speak and present yourself, among other things.


Public relations tactics aren’t just for big businesses. If you want to grow your small business, you need to use public relations tactics. Even if you’re a startup, you should start planning how you’ll use these tactics as soon as possible. This will give you an idea of what to expect in the future. If you want to learn more PR tactics for small businesses, read our next article.

Elly and Nora Creative is a boutique branding, content, and publicity agency in Phoenix, AZ. We help purpose-driven companies, entrepreneurs, and experts grow their income and impact. We work with our clients to create branding and content crafted from a place of authenticity, truth, and service, leveraging the power of strategy and storytelling to build brand awareness, develop loyalty, and inspire people to act. If you’re looking for a public relations agency for small businesses, we’ve got you covered! Get in touch with us today and let us know how we can help!