What is Public Relations (PR)? A Simple Guide for Small Businesses
If you’re a small business owner, you’ve probably heard the term "Public Relations" or "PR" and thought, "That's for big corporations with huge budgets, not for me." It’s a common misconception. In reality, you are already engaged in public relations, whether you realize it or not.
At its core, Public Relations is the art and science of reputation management. Good PR creates a ripple effect: a single positive story can spread outwards, reaching new audiences and building trust across the community.
Think of it this way:
Advertising is what you pay to say about yourself.
Public Relations is what you inspire others to say about you.
PR is about building genuine trust and credibility with the public. It’s about shaping the narrative around your brand through authentic, earned communication rather than paid ads.
PR vs. Advertising: What’s the Difference?
Understanding the distinction between PR and advertising is the first step to harnessing its power. While both aim to promote your business, they operate very differently.
| Feature | Public Relations (PR) | Advertising |
|---|---|---|
| Cost | Earned (via relationships, stories) | Paid (you buy space/time) |
| Control | Less control over the final message | Full control over the creative and message |
| Credibility | High (third-party validation) | Lower (consumers know it's a paid ad) |
| Longevity | A news story can have a long shelf life | The message is gone when you stop paying |
| Primary Goal | Build trust and manage reputation | Generate direct sales and leads |
The Core Benefits: What PR Actually Does for Your Bottom Line
So, why invest time and resources in earning media when you could just pay for an ad? Because strategic PR delivers tangible business results that advertising alone cannot.
Boosts Credibility and Trust: A feature story in a local publication provides third-party validation. According to a study by Nielsen, earned media is the most trusted source of information for consumers, making it far more powerful than a traditional ad.
Increases Brand Visibility and Reach: PR gets your brand in front of new audiences without the high cost of paid ads. A single, well-placed news story can reach thousands of potential customers, dramatically increasing your visibility in the market.
Generates Leads and Supports Sales: Positive media coverage drives website traffic, phone calls, and foot traffic. A customer who has read a positive news story about your business is already warmed up and more likely to make a purchase.
Attracts Talent and Investors: A strong public reputation doesn’t just attract customers; it makes your company more attractive to top talent and potential investors. It signals that your business is stable, respected, and a leader in its field.
What Does PR Look Like for a Small Business?
Public relations for small business isn't about hosting massive press conferences. It's about consistent, strategic actions that build a positive reputation over time.
Here are a few simple examples of what a PR campaign could look like:
A local bakery in Kailua partners with a local school for a fundraising event. They send a press release to local media, resulting in a positive story in a community newspaper.
A new tech startup in Honolulu announces a key new hire with a strong local background. This announcement is shared with industry bloggers and on LinkedIn, positioning the company as a growing and serious local player.
A family-owned construction company wins a local design award. They leverage this win to secure a feature story on a local TV news segment about Kama'aina businesses.
A specialized service provider like Rehab Hospital of the Pacific publishes an "Expert Q&A" on their blog and social media. By answering common questions like "What makes your approach to patient care unique?", they directly address community needs and establish themselves as a trusted, authoritative resource.
Each of these actions helps shape public perception in a positive, authentic way.
You Don't Need to Be Big to Build a Great Reputation
PR is one of the most powerful tools for leveling the playing field. A small business with a fantastic story and a strong community connection can earn media coverage that a larger competitor could never buy.
If you’re ready to take control of your story but aren't sure where to start, an expert can help. At JB Brands, we function as a trusted Hawaii PR agency for businesses of all sizes. We help you find your story and share it with the world.
Learn more about how we can help you manage your reputation and earn public trust on our Public Relations service page.
