If you’re looking to take your small business to the next level and achieve greater visibility, PR (Public Relations) could be your game-changer. In a recent episode of The Attract Podcast, I, Anna Rumbold interviewed Anya Meyerowitz, a seasoned journalist and PR coach, to discuss the power of PR for small businesses. Anya shares some incredibly actionable tips around how to increase your chances of getting featured in the press.
Anya works with female-owned, service-based businesses to help them become wildly visible and hit their “OMG, I made it!” goals using PR. She writes, edits and creates strategies for publications including: Red, Glamour, The Telegraph, Tatler, The Independent, Harper's Bazaar, Conde Nast Traveller, London Evening Standard, Stylist, Mail on Sunday and a whole host of other media outlets.
Why PR Matters for Small Businesses
PR isn’t just for big brands; it’s a powerful tool for small businesses to gain credibility, increase visibility, and build trust. According to Anya, PR offers small business owners a unique opportunity to reach their target audience in an authentic way. She explains, “When your business is featured in trusted media outlets, it acts like a recommendation from a friend, providing a powerful endorsement that resonates with potential clients.”
Listen to the Podcast: Leveraging PR to 10x your visibility, with Anya Meyerowitz
To find out more about Anya's work, visit her website here: https://www.anyameyerowitz.co.uk
And her Instagram here: https://www.instagram.com/anyaprcoach/
And to enquire about 1:1 mentoring with Anna, DM me on Instagram here: https://www.instagram.com/annarumbold.co/
How Can I Create a PR Strategy That Converts?
Creating a PR strategy is about more than just sending out press releases. Here are some of Anya’s top tips for developing a PR strategy that helps your small business achieve its goals:
Understand Media Lead Times
“If you’re looking to get featured in a glossy magazine, you need to start your outreach three to six months in advance,” says Anya. This ensures your pitch aligns with the publication’s schedule, giving you a better chance of getting featured.
Identify Key Times for Your Business
Start by mapping out a few key dates throughout the year that are crucial for your business. Are there times when your industry sees a peak in interest? By aligning your PR strategy with these key times, you can position your business effectively.
Always Have a Strong Angle
“Don’t pitch just for the sake of it,” Anya advises. Make sure you have a compelling angle that adds value. PR is about building a connection with your audience by offering something meaningful, not just promoting your business.
What Type of PR Content Works Best?
When it comes to PR, quality over quantity is key. Here’s what Anya recommends:
Show Value
Rather than a straightforward sales pitch, focus on what value your business can add to the readers, viewers, or listeners. It’s about showcasing your expertise in a way that resonates with the media outlet’s audience.
Be Concise and Compelling
According to Anya, you have just seconds to capture a journalist’s attention. A strong subject line and a concise, engaging email that clearly conveys your value are essential.
Add Personal Touches
Anya emphasizes the importance of including a photo in your pitch, saying, “It can make all the difference. A well-chosen image helps journalists picture how you’ll connect with their audience.”
How to Pitch Your Small Business to the Media
Pitching is one of the most crucial aspects of PR. Anya shared some simple yet effective techniques to improve your chances of getting noticed by journalists:
Know the Audience
Just as you would research your ideal client, take the time to understand who the publication’s audience is. This helps you tailor your pitch to what their readers, viewers, or listeners care about most.
Use Keywords in Subject Lines
Journalists often receive hundreds of emails daily, so make your subject line count. “Include keywords that highlight your expertise right in the subject line,” Anya advises. This ensures your pitch is easily searchable in the journalist’s inbox.
Be Clear and Direct
Keep your email concise and focus on showing, not telling. Share your insights in a way that positions you as the expert and leaves the journalist wanting to know more.
Follow the Style of the Publication
If you’re pitching to a formal publication like Forbes, choose a professional image and maintain a formal tone. For a lifestyle magazine, a more casual image and conversational tone may be better suited.
The Long-Term Benefits of PR for Small Businesses
One of the major advantages of PR is its potential for a lasting impact. As Anya explains, “Media coverage creates a snowball effect. You can be reaching new people long after the initial piece is published.” PR allows your business to build credibility and trust over time, which can significantly reduce the number of touchpoints needed to convert a potential client.
In fact, research shows that consumers are 65% more likely to trust brands they see in reputable media outlets. For small businesses, this means PR can shorten the customer journey by positioning your business as an expert in your field from the start.
Final Thoughts from Anya on How To Use PR Your Small Business
PR doesn’t have to be intimidating. As Anya points out, “PR is really about simplicity—simple, clear, concise.” You don’t need years of experience to start making an impact. By following her tips on how to pitch effectively, you can create a PR strategy that amplifies your business, without feeling overwhelmed.
So, if you’re ready to elevate your small business, consider investing in a PR strategy that meets your potential clients where they already are. By leveraging the power of PR, you’ll be well on your way to achieving greater visibility and establishing your business as a trusted authority in your industry.
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