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PR essentials for your business

Effectively handling your business’s PR can feel like a minefield. There are some key points to keep in mind at all times to ensure that your engagement with your industry is as good as it can be.

Be proactive as well as reactive

PR is so much more than just responding to reporter or industry-relevant requests for comments. You can lead the charge yourself just as effectively,

PR essentials for your business

For example, you could try getting into contact with the media first. Still in the early stages of your business and looking to cement yourself as a highly-skilled and competent thought leader? Put together a press release and distribute it around various key magazines and publications in your industry.

Granted, there is no guarantee that every publication will include your release, but quality content and a compelling writing style will help increase your chances. Writing a press release can be a simple and effective way of increasing brand awareness.

With that said, it is still a necessity that you’re prepared to be contacted and have statements ready should something ever come up. This is true for both positive and negative stories.

If it’s positive, then you have a time-sensitive window to respond and get your name and brand featured in publications running a story. Missing this window fortunately amounts to little more than a missed opportunity for exposure.

However, if there’s a negative reason you are being contacted, such as being in the middle of a PR crisis related to your business, then a prompt, professional, and prepared response is vital.

If you’re late with a response, it’ll appear as though you’re not concerned and you’re allowing the rumour mill to generate; if you respond quickly with the right statement, people will believe you want to solve whatever issue is at hand as professionally and as quickly as possible, helping to minimise any reputational damage to your business.

Create a personality and portray it consistently

PR is for more than just the media; it’s for your current and potential customers too.

For customer PR, social media is going to be an invaluable tool thanks to the simplified communication potential it provides between customers and businesses. Keeping your social media up to date can help generate discussion and keep you at the forefront of people’s minds. One thing to be aware of, though, is that you should also be consistent with a brand identity across all forms of communication.

Say, for example, you’re a small baking company operating from home who prides themselves on the homemade selling point of their goods. You would want to put a friendlier, more casual tone and personality across over sheer formality.

Considerations such as these can help you develop a brand identity that your customers can relate to more easily. It might feel jarring to customers if your communication style changes month to month as you find your feet, so having an idea of what the emotional core of your business is beforehand can help smooth the process – especially because your social media presence can take some time to grow significantly.

How FSB can help with your PR

FSB members have access to our  PR / Crisis Management advice service, designed to make your life easier. We do this by providing important information and guidance from a public relations expert who can assist you in handling a crisis and ensuring that any financial or reputational damage is kept to a minimum and controlled.

What are the key features?

  • Telephone advice on how to deal with serious negative publicity along with up to £10,000 of Public relations consultancy to assist you in dealing with a major public relations crisis.
  • Advise on protocols following a crisis
  • Prepare, draft and issue a press release
  • Prepare communications
  • Advise on how to mitigate negative publicity

To find out more about how our PR / Crisis Management advice service can benefit you, get in touch with a member of our team or visit our FSB PR / Crisis Management page.

FSB PR/Crisis Management Helpline from FSB

FSB PR / Crisis Management advice service is here to make your life easier with important information and guidance for a public relations expert to assist you in handling a crisis through RMS PR, a specialist PR agency.

Find out more