PR for Small Business: 10 PR Strategies Worth Trying

Public relations (PR) campaigns can come in all shapes and sizes. Even if you don’t have the estimated $150 million marketing budget of a movie like Wicked, you can still get your brand’s name in front of potential customers. Sure, it’s nice to partner with Starbucks and offer a pink mango dragon fruit tea and a green peppermint cold brew and have the Empire State Building lit up in both colors to represent the main characters in your film. But, smaller budget moves can make an outsized impact on your business.

Learn how to execute PR tactics that boost your notoriety and sales without breaking the bank.

Importance of PR for a small business

Public relations is all about brand image. PR professionals work to shape public opinion about a brand or individual through strategic communications. PR efforts often involve pitching stories to media outlets, releasing announcements, and forming strategic partnerships that support your brand story. Though often linked with major brands and celebrities, a simple PR strategy can be both effective and affordable for small businesses. 

The ecommerce marketplace is crowded, with global sales set to reach $6.88 trillion in 2026. Intense competition can make it hard to capture consumer attention. PR can help you fight for your share of the market by increasing visibility, establishing credibility, and building a durable brand reputation. Tactics like sending items to influencers and news outlets draw attention to your products and create social proof.

PR helped the cookware company Anyday boost sales. “Credibility is of utmost importance when you’re convincing people, and PR is a humongous piece of that,” says founder Stephanie Chen on an episode of the Shopify Masters podcast. “The people that arrive on our site after reading an article in Bon Appétit or another major food publication are very likely to convert. The story has a big impact because it is from an outside organic source. It’s not the brand telling you ‘Oh, we’re so great.’” 

When another person or publication with authority says you’re great, new leads are likely to believe it.

Common myths about PR for a small business

Public relations is often associated with massive media PR campaigns and huge corporate budgets. In reality, it takes many forms, and misconceptions about cost and scale can deter small business owners. Here are three common myths about PR: 

PR is for big companies

Even small, local companies can benefit from PR tactics like pitching news outlets and forming partnerships. These initiatives work on any scale. While big businesses might focus on major news sites and global brands, small businesses can target niche influencers and local media outlets. Journalists looking for new angles may be excited to discover an innovative brand with a compelling story. 

PR is only for crises 

Public relations can be an effective damage control tool. You can use crisis communication strategies to regain control of the narrative after a misstep. But the absence of a scandal doesn’t mean you can ignore your reputation. Proactive image management shapes favorable public opinion and builds strong customer relationships. 

PR focuses exclusively on press coverage 

PR professionals connect with journalists and publications to attract earned media, but seeking press coverage isn’t the only viable tactic. Other PR opportunities include event participation, thought leadership, and influencer partnerships. Beyond media outreach, PR teams also engage customers, business partners, community organizations, and investors. 

10 PR strategies for small businesses

1. Shape a brand narrative
2. Host an event
3. Apply for an award
4. Practice thought leadership
5. Work with influencers
6. Seek media coverage
7. Share press releases
8. Leverage partnerships
9. Watch for media mentions
10. Sponsor events

Small business PR often focuses on highlighting products and building community. Here are 10 simple public relations strategies that can further boost your reputation and attract customers: 

1. Shape a brand narrative 

“The most important thing is that you have to have a compelling story to tell,” Stephanie says. Defining your brand narrative—the storytelling that shapes and communicates the essence of your brand to customers—is an important first step that informs all of your PR activities. 

A clear brand identity helps your team separate the real opportunities from distractions that may dilute your message. Knowing what your brand is all about, whether it’s saving the planet or helping people feel confident, will help you discover ideal partnerships and appropriate thought leadership moments. Starting with a well-defined narrative is the key to crafting a consistent brand that helps your small business stand out.

2. Host an event 

For small business owners, hosting a digital or local event gives customers a chance to interact with your brand. It can help you form deep emotional connections, build community ties, and foster loyalty. Community events can also attract press coverage, which increases visibility. Capture photos and videos during your event to build up an arsenal of social media and thought leadership content to share after the function. 

3. Apply for an award

Winning an award boosts credibility, signaling that even though your business is small, it’s high-quality and trustworthy. You can apply for industry-specific awards or nominate leadership for individual achievement recognition. To find awards, search your local chamber of commerce and review trade publications.

4. Practice thought leadership

Sharing thought leadership content helps position you as an industry leader and authority in your field. Thought leadership means offering valuable insights and knowledge that demonstrate your expertise. Small business leaders can start by publishing articles on free platforms like LinkedIn or other social media channels, or by speaking at industry events. 

As you build recognition as an expert, you may receive interview invitations and other opportunities that raise your small business’s profile.

5. Work with influencers

Influencer marketing and public relations are connected. The influencers you choose affect your reach, audience, and brand perception. Partner with on-brand content creators to connect with relevant consumers. To manage their identity, brands often provide key talking points that tell partners how to talk about their products. 

Niche or micro-influencers—social media creators with around 10,000 to 100,000 followers—can be a smart choice for small businesses. They often have highly engaged audiences and are typically more affordable than other paid media options.

6. Seek media coverage

Press coverage has long had the powerful ability to influence consumer perception, boost credibility, and amplify visibility. While marketing content is inherently biased, a blog or magazine article written by a professional source feels more trustworthy. It can legitimize your small business in the eyes of consumers.

Tailored outreach is the key to attracting earned media.“There has to be a reason for the outlet to write about you,” Stephanie says. To capture the recipient’s attention, reach out to press contacts with personalized, direct email pitches that explain why your product is a good fit for the publication. You may find success by targeting local newspapers or niche publications. 

7. Share press releases

Business announcements like product launches, new service offerings, significant hires, and anniversaries are all newsworthy events. Spreading the word with a press release or short news announcement can help you attract press attention and keep your audiences informed. Share news with media contacts, publish press releases on your website, and post messages on your multiple social media accounts. 

8. Leverage partnerships

Partnerships can help you reach new audiences and may attract news coverage. Collaborating with other brands that share a similar target audience amplifies your message and allows you to borrow credibility from your partner. Partnerships can range from simple initiatives like cross-posting content to more involved collaborations like co-creating an exclusive product. 

9. Watch for media mentions

Keep tabs on your reputation by setting Google and inbox alerts for your brand name and other related keywords. These notify you when your brand is mentioned online. Tracking brand mentions can help your team assess brand reputation and spot problems before they arise. Identifying major traffic sources can also help you determine which tactics are working well and refine future strategies. Use media monitoring to support media list creation. Take note of writers who mention your brand to identify journalists to target with pitches.

10. Sponsor events 

Sponsoring an event can mean paying the organizing body or donating goods or services in exchange for visibility. Local event sponsoring helps establish your brand as an active member of your community. Events often display sponsor logos on banners and merchandise or offer sample products to participants. Potential events include local running races, festivals or concerts, sports games, and charitable organization fundraisers.