Kicking Things Off: Why Bother with PR?
Owning a small business is like herding cats while balancing a budget and trying to get noticed. One thing you’re probably wrestling with is how much to shell out for public relations PR, for short.
It’s all about shaping how people see your business, whether that’s through a local news story, a buzzworthy social post, or just making sure your name’s out there.
Companies like Edelman PR show it’s not just for big players; even small shops can get a boost with the right moves. You might be thinking, “Why not just throw up some TikToks and call it good?” Fair point, but PR’s about more than quick hits it’s building trust and cutting through the noise.
I’m here to help you figure out what’s worth spending on PR without pulling your hair out. I’ve watched friends with businesses stress over this, one swore a small PR push packed their café, while another spent a chunk and got nothing but frustration. Let’s sort this out together.
What’s the PR Scene Like Now?
PR’s not what it used to be, and that’s mostly a good thing. Small businesses are jumping into digital stuff think Instagram campaigns, teaming up with local influencers, or using tools to see who’s talking about them online.
It’s way easier to dip your toes in now than back when you had to beg for a newspaper blurb. But it’s not all rosy. Cash is tight, and with the economy bouncing around, it’s hard to know if PR’s worth it.
I’ve read that small businesses usually set aside about 7–8% of their revenue for marketing, with PR grabbing maybe 1–2% of that, depending on your gig. Years ago, you’d dump money into print ads or events.
Now, digital’s cheaper, but the online world’s so crowded, you might need to spend more to get seen.
Ever see a small business blow up with a clever post? It’s awesome, but for every viral win, someone else spends big and gets zilch. That’s the gamble. Back in the early 2010s, PR meant sending press releases and crossing your fingers.
By 2020, everything went digital, especially with everyone stuck at home. Now, with ad spending in the billions globally, small businesses lean hard on digital channels, but it’s patchy some nail it, others flounder.
The hardest part? Knowing if it’s working. Sales are easy to track, but PR’s payoff, like getting loyal customers can take ages to show. I’ve chatted with owners who love the slow build, but others feel like they’re tossing cash into a black hole.
How Much Should You Spend?
So, how do you decide what to budget? It’s all about your business. A corner store doesn’t need the same PR as an online shop aiming for coast-to-coast sales.
Hiring an agency might run you $3,000 to $5,000 a month for basic stuff. Doing it yourself? You could spend next to nothing, just your time and maybe a coffee to keep you going.
I know a guy with a food truck who dropped $500 on a press release and got a local paper mention his weekend was slammed.
Then there’s a craft shop owner I met who used free tools to pitch journalists and lucked into a podcast spot. It’s hit or miss, honestly.
Some pros say base your budget on revenue goals maybe 2–5% of what you hope to earn if you’re selling to businesses. Others think that’s too rigid and say adjust based on your goals. It’s messy, no lie.
I’ve helped friends puzzle through this, and it’s never simple. One went big and regretted it; another started small and wished they’d pushed harder.
How do you know what’s enough? Start small, test the waters, and don’t go all-in until you see some wins. It’s like trying a new recipe you don’t buy a ton of ingredients until you know it’ll taste good.
What Shapes Your PR Budget?
A bunch of things affect how much you should spend. Your industry’s a biggie. If you’re selling clothes, you might need quick, splashy campaigns to pull in customers.
If you’re a lawyer, it’s more about looking legit over time. Competition’s another factor in a crowded market, you’ve got to yell louder to be heard. Your business’s age matters too.
Newbies might spend big to get noticed, while older businesses can chill a bit. And let’s be honest your wallet and schedule are real limits. If you’re already swamped, PR feels like one more thing to juggle.
I heard about a flower shop that went hard on PR for Valentine’s Day, paying influencers to post, and their sales skyrocketed.
But another business I know cut back during a quiet month and struggled to recover. It’s a tightrope. Experts say PR can pay off big, but it’s not a sure bet.
PR person I talked to said small businesses often don’t get how long it takes to see results, which can make you want to scream. It’s like waiting for bread to rise patience is key, but it’s tough.
PR Options and Tracking Results
You’ve got choices for PR. Old-school stuff like press releases or pitching reporters still has its place. Digital moves like running your social media or linking up with influencers are often easier on the wallet.
Firms like W2O Group, who do a lot in healthcare, show how you can mix data with storytelling to make waves, even on a budget. A taco stand I know used a free tool to pitch journalists and got a write-up that boosted their sales by a fifth. Not every swing’s a home run, but it shows what’s possible.
Figuring out if it’s working is the tricky bit. You can track website hits after a news mention or check social media likes, but the real impact might take months to show.
There are tools to help, but they’re not magic. I know a boutique owner who was thrilled when a small campaign built their rep over time, but they were annoyed it wasn’t faster.
Another guy I met stuck with small efforts, like posting customer stories, and slowly grew a following. It’s awesome when it clicks, but man, it can feel like forever when it doesn’t.
DIY PR or Hire Pros?
Should you handle PR yourself or call in the experts? Big question. Doing it in-house means you call the shots, and nobody gets your business like you do. But if your team’s tiny, it’s a lot to take on.
Hiring an agency brings know-how and connections, which can mean quicker wins, but you’re looking at $3,000 a month or more for basic help. Agencies have the skills and media contacts ready to go.
The downside? They might not nail your vibe, and that can lead to campaigns that feel off. In-house PR keeps things real, but you might miss bigger trends without an outside view.
A mix handling daily stuff yourself and outsourcing big projects can be a sweet spot. A friend of mine tried both and loved the agency’s speed but missed the personal touch of DIY.
Agencies can oversell their magic, and going solo can feel like you’re shouting into the void. It’s a tough call, and I’ve second-guessed it myself when advising pals.
What’s Coming for Small Business PR?
Looking ahead, PR’s going to keep evolving. AI could make things like tracking mentions or brainstorming content way cheaper.
Imagine a chatbot fielding press questions while you focus on strategy wild, right? Digital trends are pushing toward super-targeted campaigns, so you’re not wasting cash on the wrong crowd.
But if everyone’s using these tools, will you still stand out? That’s what keeps me up at night.
This could change everything. Cheap tech might let small businesses play with the big dogs. But lean too hard on automation, and you might sound like a bot, which customers hate. With so much fake stuff online, PR that builds trust will be huge.
Some folks think budgets will shrink as tech saves money; others say you’ll need to spend more to cut through. I’m dying to see how it shakes out, will small businesses find new ways to shine, or will the digital clutter make it harder?
It all boils down to knowing your business and starting small. Test, track, tweak. PR’s not a quick fix, but it can shape how people see you, like how firms such as BCW PR Agency help clients roll with changes.
You’ve got to figure out what’s worth it, because skipping PR might leave you stuck, wondering why growth’s so slow. It’s not about throwing money around, it’s about spending smart, and that’s a puzzle worth solving.
