4 Simple Reasons Why Your Small Business Should Have a Public Relations Strategy Most SMEs underestimate and underutilize the potential of public relations.

By Lewis Schenk

Opinions expressed by Entrepreneur contributors are their own.

When it comes to marketing, there are a number of subconscious biases that play a large role in consumer decision-making. Some of the more notable biases include fear of missing out, anchoring bias, authority bias and arguably the most important, social proof.

The top three areas in which you can get ahead of your competition when it comes to social proof are testimonials, case studies and public relations (PR). PR is utilized by brands to grow their audience, get more exposure and ultimately, position themselves as the go-to in their industry.

Without the right knowledge or connections however, the majority of small to medium-sized businesses (SMEs) will never get any kind of organic PR. With competition at an all time high and trust at an all time low, SMEs need to be prioritizing more media and PR for their brand, in order to stay relevant, amplify their message and improve their brand position in the market — here's why.

Trust

In business, trust is something that can take years to build. With many companies not getting their first clients for several months despite having an amazing product or service, it can be a long road to the first testimonial or case study. With a lack of social proof, companies experience snail-paced growth, as trust is one of the foundations of a business transaction. Actively managing and pursuing PR opportunities is an excellent brand-building exercise, to not just build trust but to leverage third party credibility. This alone can rapidly increase the growth of a company in its early stages.

Positioning

In the modern era of social media, so much of business comes down to the way a brand is positioned. Sadly, this often comes in the form of vanity metrics such as followers, likes and engagement. When it comes to PR, your brand is the one you want to be seen in notable media outlets, showing your countless press articles, interviews and news features. This shows prospects and even your competition that you are the go to in the industry, thanks in part to the authority bias. All else is equal, brands positioned the best will win over the long run.

Related: Public Relations

Building a digital footprint

Google is by far the most-used search engine in the world, and it's proven that it's not going anywhere. Now, if someone were to search for you or your company, there are four possible results: Bad press, no press, good press or somebody else with the same name as you. It's pretty obvious which of the four we would want. Having articles that rank well and show up for your company's name, and even related search terms, shows people who are researching your brand that you are a credible and trusted source, and one that they would want to do business with.

Reputation management

As the saying goes, "It can take 20 years to build a good reputation, and only 30 seconds to destroy it'. In business, reputation is everything. PR is the perfect way to manage your reputation and put out content and messaging that is congruent with your brand and how you'd like to be perceived. In a world where reputation is everything, we should all be doing everything we can to uphold it.

Lewis Schenk

Director of Boost Media Agency

Lewis Schenk is an Australia-based entrepreneur and founder of three companies, including Boost Media Agency. He has been privileged to work with over 1,500 business owners and entrepreneurs, helping them grow their brands and strengthen their online presence.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Zillow Predicts These 10 Places Will Have the Hottest Housing Markets in 2025

Zillow predicted that the hottest housing market of 2025 will be Buffalo, New York. Here's why.

Operations & Logistics

PPP Forgivable Loans Will be Unforgiving for Many

Business who don't bring back their entire workforce will have their eligible forgiveness amount reduced.

Business Solutions

Say Hello to the PDF Multi-Tool You Didn't Know You Needed

Get lifetime access to UPDF for just $47.99—the best price online right now.

Business News

These Are the 10 Highest-Paying Jobs That Only Require a 2-Year Degree — With Some Around $100,000 and Higher

People with two-year degrees may see career growth in the healthcare, aviation, and technology industries over the next 10 years, according to a new report.