Community Relations

South Shore PR Presents: 10 Essential PR Tips for Small Businesses & Nonprofits in Fall 2024

Community Relations, Marketing, Media Relations, Online Reviews, Public Relations, Social Media /

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!

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The Crucial Link Between PR and Authentic Storytelling For Small Businesses & Nonprofit Organizations

Community Relations, Public Relations, Reputation, Social Media /

Chances are likely that you’ve been on social media at some point today. As you opened your social media channels, chances are also likely that you were bombarded with advertising messages at every turn. With the endless stream of advertising, influence, and brand engagement, building brand trust and credibility has never been more vital. So, this may leave you asking, how do I stand out in this crowded field? At South Shore PR, we are dedicated to supporting nonprofits and smaller companies to tell their stories authentically. For smaller organizations, your authentic story is your lifeline and what sets you apart in a crowded marketplace.

At the heart of South Shore PR’s approach lies the art of authentic storytelling. Skepticism towards traditional marketing tactics runs higher than ever these days, and communicating through storytelling has become a beacon of trust and connection. It’s about more than just crafting compelling narratives; it’s about sharing the genuine stories that define your organization’s values and mission.

For nonprofits and smaller businesses, authenticity isn’t just a buzzword—it’s a lifeline. We know first-hand that smaller organizations thrive on building genuine connections with their stakeholders, whether it’s donors, volunteers, or customers. By weaving authentic and cohesive narratives that showcase the impact of their work and the values they uphold, they create truthful emotional bonds that foster trust and loyalty.

In a landscape dominated by big-budget campaigns, authenticity becomes the great equalizer. While larger competitors may have more resources at their disposal, they often lack the personal touch that resonates with audiences on a deeper level. That’s where small businesses and nonprofits have the opportunity to shine. By embracing and showcasing their unique stories and staying true to their values, they can carve out a niche that sets them apart.

But authenticity isn’t just about painting a rosy picture; it’s about transparency and honesty, even in the face of adversity. Trust is currency, consumers demand accountability from the brands they support these days. That’s why we believe in owning up to mistakes, acknowledging shortcomings, and demonstrating a genuine commitment to making things right.

At South Shore PR, we help our clients navigate this delicate balance between storytelling and authenticity. We work closely with nonprofits and smaller businesses to uncover the stories that define their brand and resonate with their audience. Whether it’s through social media campaigns, blogging and website management, earned media coverage, or community engagement initiatives, we strive to amplify their voices in a way that’s both genuine and impactful. Ultimately, the role of PR in building brand trust and credibility is inseparable from the art of authentic storytelling. By embracing authenticity as a guiding principle, nonprofits and smaller businesses can forge meaningful connections that transcend transactional relationships. In an age where consumers crave authenticity above all else, being true to your brand isn’t just a strategy—it’s a necessity.

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PR Hot Take: Where There is Smoke, There is Fire

Community Relations, Crisis Communications, Media Relations, PR Hot Take, Public Relations, Reputation /

Recently, an organization I follow announced made a significant announcement about the staff that would significantly impact their daily operations. I will not be naming the organization or giving any identifiable details in this post. While this announcement may have been in the works for months, the news distributed to the public seemed abrupt and came with very little forewarning that this transition would be happening. To add to the abrupt nature of the announcement, was that this change would occur before the allotted schedule that this organization routinely follows. All in all, the announcement caught me, an invested stakeholder, off guard.

Fast forward ten days later, and I happened to be on social media and read a story about alleged missing funds within the same organization. My PR intuition was initially aroused at the announcement; then, with the following news, I acknowledged I was watching a communications crisis develop in real-time. As a crisis communications professional, I had to know more, so I began digging. What is in the public discourse, social media, and press stories leaves more unanswered questions and severe gaps in communication with general stakeholders. For this organization, where trust is paramount, I am deeply concerned about the reputational damage being done in real time.

I share this PR hot take today because, number one, it interests me, and I am interested to see how these issues will resolve as a whole for the organization. I am also sharing this because it is an excellent case of how not to communicate with stakeholders. Below, you will find my perfect recipe for a full-blown crisis communications episode:

  1. Make a significant announcement with little to no warning to the general public that will profoundly impact your organization forever.
  2. Hold closed-door meetings where stakeholders who are usually involved have been shut out or have the perception that they’ve been shut out.
  3. Do not correct accusations of missing funds and or make any statements to clear the record on this matter.
  4. Do not communicate a plan for transition, stability, and transparency.

When an organization goes through a transition with public stakeholders, communication efforts should be ample and provide transparency. The lack of transparency is not good. I was talking to a friend about this organization and the situation, and they said to me the adage, “Where there is smoke, there’s fire.” My friend’s thoughts on the situation illustrated that with the lack of communication from the organization, there is a vacuum for information where stakeholders will be left to make their own conclusions, and that is not good. Reputational damage is being done in real time.

As a communications professional and an interested stakeholder, I find this painful to watch. The point that I am trying to make is that communication is powerful and, when done strategically, makes the difference in building trust and protecting an organization’s reputation. I understand that this organization may not be able to communicate specific details, but the lack of communication as a whole lends stakeholders to feel that the organization is intentionally vague out of wrongdoing or guilt. In my conversation with my friend, I asked what led them to believe that there was alleged wrong-doing in this situation, and they remarked to me, “They’re just not telling us enough, and the way in which things have been communicated doesn’t help matters, it all just feels like a sloppy mess.” I could not fault my friend’s assessment of the situation; the communication, what has gone out publicly, has been sloppy from a strategic point of view.

Communicating ad-hoc to the general public when your organization is heavily public-facing and requires trust at the highest levels from your stakeholders is a bad situation. I hope that this organization realizes what is happening before the reputational damage gets any worse, and if they don’t know how to communicate what is happening within their organization, they seek help from a communications professional immediately.

Examples such as this one can be found easily in business or anywhere where there is public interest within a community. I also want to make clear that I am not criticizing this organization; I am simply using it as a teachable moment. Reader, if you take only one thing away from this post today, take this: communication is key! Don’t leave your stakeholders to come to their own conclusions about the inner workings of your organization; it never ends well. Trust me on this one!

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South Shore PR: A Finalist’s Journey to the 2023 Small Business of the Year Award

Community Relations, Public Relations, Reputation, South Shore PR Update, Thought Leadership /

This afternoon, February 6, 2024, The Michigan City Chamber of Commerce announced the finalists for its Annual Awards, and among them is South Shore Public Relations, which is making waves in the business community along the South Shore. As the anticipation builds for the Annual Member Dinner on March 15, where winners will be announced, we look closer at what this nomination means for South Shore PR and the journey that brought them to this prestigious position. (You Can read the official announcement here.)

To be named a finalist for the Small Business of the Year Award is a testament to the dedication, hard work, and impact that South Shore PR has had on the Michigan City business landscape beginning in 2023. The acknowledgment from the Chamber of Commerce is not only a validation of their efforts but also a recognition of their exemplary leadership in the field of public relations. When asked about what the nomination means to South Shore PR, Jacqueline replied,

“As the President of South Shore PR, being named a finalist for the Small Business of the Year Award is a humbling honor, highlighting that South Shore PR picked the correct community to call home. I am grateful for the opportunity to be a part of our thriving business community, and I am passionate about serving as a committed community partner to meet our business community’s evolving needs. This nomination is a shared celebration of our community, and we look forward to continuing our journey as an engaged and dedicated member of the Michigan City business family.”

Jacqueline Thomas – South Shore PR President

South Shore PR has demonstrated resilience and innovation, leaving an indelible mark on Michigan City over the past year. Through strategic communication, creative campaigns, and a commitment to excellence, South Shore PR has not only elevated our own business but has contributed significantly to the growth and vibrancy of the local business community. Jackie Thomas, South Shore PR President, volunteers as a Chamber ambassador at The Michigan City Chamber of Commerce and the Duneland Chamber of Commerce. She also gives back to the community through her work with the Public Relations Society of America, where she sits on the Board of Directors of the Chicago Chapter. Additionally, Jackie is passionate about PR education, and through South Shore PR, she mentors students at the Brian Lamb School of Communication at Purdue and is a registered member of the Commission on Public Relations Education Research.

The recognition as a finalist in the Small Business of the Year category underscores the exemplary leadership displayed by South Shore PR. In a competitive business environment, we have stood out by showcasing qualities such as innovation, community engagement, and a commitment to positively impacting the local economy.

As a finalist for the Small Business of the Year Award, South Shore PR has demonstrated a solid connection to the community. Their involvement in local events, support for charitable causes, and dedication to fostering positive relationships within Michigan City have not gone unnoticed. This nomination serves as a celebration of their community-centric approach to business.

On March 15, 2024, the Stardust Ballroom at the Blue Chip Casino, Hotel, and Spa will be the stage for the Michigan City Chamber’s Annual Member Dinner. South Shore PR, along with the other finalists, will eagerly await the announcement of the winners. The evening promises a blend of celebration, networking, and updates to the membership, creating an atmosphere of camaraderie among Michigan City’s business leaders.

For South Shore PR, the nomination as a finalist for the Small Business of the Year Award is not just an accolade but a recognition of their impact, leadership, and commitment to the Michigan City business community. As they await the results at the Annual Member Dinner, the acknowledgment from the Chamber of Commerce serves as a catalyst for future endeavors and a source of pride for the South Shore PR.

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South Shore PR President Jacqueline Thomas is Leading the Way in Northwest Indiana’s Business Landscape as a 2024 PNW Woman on the Rise Honoree

Community Relations, Public Relations, Reputation, South Shore PR Update, Thought Leadership /

South Shore PR President Jacqueline Thomas is Leading the Way in Northwest Indiana’s Business Landscape as a 2024 PNW Woman on the Rise Honoree

In Northwest Indiana’s business community, Jacqueline Thomas, President of South Shore PR, stands out as a beacon of leadership and innovation. Yesterday, Jacqueline was named among the distinguished honorees for the 2024 Northwest Indiana Women on the Rise as the embodiment of the spirit of success and community impact.

The annual Women on the Rise list by the Leadership Institute and the Society of Innovators at Purdue Northwest (PNW) celebrates women who have left an indelible mark on the region through their leadership, innovation, and entrepreneurship. Jacqueline Thomas, at the helm of South Shore PR, has not only earned her place among this esteemed group but has become a trailblazer in Northwest Indiana’s dynamic business community.

“It is truly an honor to be recognized alongside such accomplished and inspiring women in the 2024 Women on the Rise list. This acknowledgment reflects the hard work and dedication that I bring to South Shore PR in serving Northwest Indiana’s vibrant business community. I am proud to contribute to the diverse and robust business community of Northwest Indiana and look forward to continued collaboration and growth.”

Jacqueline Thomas- South Shore PR President

Under Jacqueline’s leadership, South Shore PR has become synonymous with excellence and innovation in the region. Northwest Indiana has not only embraced the services provided by South Shore PR but has recognized the immense value it brings to the community. The company’s commitment to delivering exceptional public relations services has made it a trusted partner for businesses looking to thrive in the local market and beyond.

Jacqueline’s journey as the President of South Shore PR has been marked by a deep commitment to community service. She understands the importance of giving back to the industry, which has been a foundation for her success. Jacqueline’s passion for community service goes beyond the boardroom, as she actively engages in initiatives that contribute to the development of aspiring professionals in the public relations field.

The 2024 Northwest Indiana Women on the Rise list is a testament to the region’s commitment to recognizing and celebrating the achievements of women who are shaping the business landscape. Through her exemplary leadership at South Shore PR, Jacqueline Thomas exemplifies the qualities that this list aims to honor – determination, innovation, and a passion for community development.

The reception scheduled for Thursday, March 21, from 4:30 p.m. to 6:30 p.m. CST at the James B. Dworkin Student Services and Activities Complex on Purdue University Northwest’s branch campus in Westville, Ind., will provide an opportunity for Jacqueline and the other honorees to network and connect with regional leaders, individuals, and organizations contributing to a stronger Northwest Indiana.

As we celebrate the achievements of Jacqueline Thomas and her fellow honorees, it becomes clear that their stories are not just individual triumphs but reflections of the collective success of women in Northwest Indiana. The Women on the Rise list serves as a reminder that when women are empowered and given the platform to lead, they contribute to the growth of businesses and the overall prosperity of the community.

With her dedication, vision, and commitment to community service, Jacqueline Thomas embodies the spirit of leadership that paves the way for a brighter future in Northwest Indiana. As she continues to inspire others, Jacqueline stands as a testament to the fact that success is not just about personal achievement but about the positive impact one can make on the community and industry at large. Cheers to Jacqueline Thomas and all the remarkable women on the 2024 Women on the Rise list for their contributions to Northwest Indiana’s thriving business landscape.

To Read the full announcement, Click Here
To buy Tickets for the event, Click Here

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