August 2024

As step over the threshold of autumn of 2024, the public relations landscape continues to evolve at a rapid pace. For small businesses and nonprofits, staying ahead of the curve is crucial for maintaining a strong brand presence and connecting with your audience. Here are ten essential PR tips to help your organization thrive in the coming season and beyond

1. Look at this Past Year’s Efforts

As the last quarter of the year kicks off, now is the time to be thinking forward to next year. This is the perfect time to take a look back over your communications efforts over the past year. Did a campaign surpass your expectations, or was it a dud? Look at what worked, what didn’t and why? Knowing what resonated with your audiences is so important to spending your marketing and PR dollars wisely.

2. Prioritize Sustainability Messaging

Consumer priorities continue to shift and corporate responsibility continues to rank higher in areas of importance when consumers are asked how, where and why the spend where they do. In a 2023 study from the Annenberg School of Communications at the University of Southern California, organizations’ CSR (including eco-measures) were earmarked as a leading cause of why people choose one company over another to spend their money. The study also said this trend will continue to grow over the next 5-10 years. Consumers are increasingly supporting businesses that prioritize environmental responsibility. If you haven’t already, consider implementing and communicating about your sustainable practices – it’s good for the planet and your brand image.

3. Tell Your Brand’s Story

Marketing messages are EVERYWHERE, truly authentic storytelling cuts through the noise and resonates with current audiences and audiences you want to harness. Focus on crafting a compelling narrative about your business’s history, values, and mission. People connect with stories, not just products or services. Share the passion behind your brand, the challenges you’ve overcome, and the vision that drives you forward. People will buy your story before they buy your product.

4. Master Short-Form Video Content

Platforms like TikTok and Instagram Reels continue to dominate the social media landscape. Create engaging, short-form video content to showcase your brand personality and products. Don’t be afraid to get creative – behind-the-scenes glimpses, quick tips related to your industry, or day-in-the-life content can all help humanize your brand and increase engagement. Just make sure any content you create is in line with your tone, voice and cadence of your brand, don’t try to be something you aren’t, you risk alienating your customers if you do.

5. Consistently Engage with Your Audience

Regular interaction with your customers is key to building and maintaining strong relationships. Utilize social media, email newsletters, and in-person events to keep the lines of communication open. Respond promptly to comments and messages, and create opportunities for two-way dialogue. Consistent communication builds trust and loyalty. Remember almost no one wants to be in a one-sided conversation.

6. Cultivate Authentic Community Engagement

Look beyond your immediate customer base and focus on building genuine connections within your local community. Participate in local events, sponsor community initiatives, and engage meaningfully on community forums. This not only enhances your brand’s reputation but also creates a network of support that can be invaluable for small businesses. This is a form of CSR (Point #2) and this is important! Most customers will want to support an organization that supports their community.

7. Develop a Clear, Consistent Brand Message

At the heart of effective PR lies a clear and consistent brand message. This is a concise statement that encapsulates what your business stands for and what makes it unique. Think of it as the core idea you want people to associate with your brand. You have to know it, and be passionate about you unique selling point.

8. Examine and Understand Your Audiences

Regularly analyzing your target audiences is crucial for effective PR. Dive deep into understanding their demographics, preferences, and behaviors. Use this information to tailor your messaging and outreach strategies. Remember, your audience may evolve over time, so make this an ongoing process. Once a year do an audience audit, and don’t forget to count internal audiences too!

9. Leverage Customer Testimonials

Word-of-mouth remains one of the most powerful forms of marketing. Encourage satisfied customers to share their experiences with your products or services. Authentic reviews and testimonials can be powerful tools for building credibility and attracting new customers. Consider featuring these prominently on your website and social media channels.

10. Develop a Crisis Communication Plan for Digital Threats

You most likely have some insurance for your business, but do you have plans in place for when things go wrong online? Having a solid plan in place to address potential data breaches or social media firestorms promptly and transparently. Quick, honest, and clear communication during a crisis can help maintain trust and minimize damage to your brand’s reputation.

Remember, the key to successful PR is to stay adaptable and authentic. By implementing these strategies and consistently working to connect with your audience, your small business can build a strong, positive presence in your community and industry.

What PR strategies have worked best for your organization in 2024? We’d love to hear your experiences in the comments below!