As everyone knows, small business owners wear many hats for their company, and work in a variety of positions. Because of this lack of resources, it is difficult for many owners to make time for an effective public relations strategy. However, public relations can have several benefits for small businesses, including improving the user experience on the company website. Below are a few ways you can do some simple public relations efforts for your small business, and how to promote those efforts on the website.
The first step in any public relations strategy is to research the relevant media outlets for your business (local news and industry publications), and open a line of communication with them about your business. Keep them up-to-speed on anything your business is doing that would be of interest to the publications’ audience. You could host a community event for local media, or submit a written article or press release to industry publications for them to share with their readers.
A press release is one of the best ways for a small business to announce anything new with the company. Typically, press releases are used to announce new and interesting products or services, major company changes, and other important events. If you are unable to commission the resources of a dedicated public relations agency, it is important to understand the basics of an effective press release. Keep these tips in mind when writing a release for your company:
1. Use clear language, and make sure it is newsworthy. Media professionals are not interested in “fluff” when it comes to press releases, and will not consider your release for publication unless it is something their audience will benefit from.
2. Write an informative headline and answer all the questions about the news that you can within the first paragraph. A good rule of thumb is to make sure your first paragraph answers the Who, What, When, Where, and Why of the announcement.
3. Try to include an image with the press release whenever possible. Not only does this make the news more attractive to editors, but also to readers
4. Finish the press release by adding a summary of your business, including a link to your website.
Any success you have from this effort can in turn be used to improve your website. Create a “News and Events” section on your website to highlight the important updates for your business. In this section you can post all of your recent news, as well as a link to any external articles or pages that have been linked to your site from other media outlets. This benefits your users by providing them more information about the company, and also the external links are one of the best ways to improve your site’s search engine optimization.
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