Small brands need PR just as much as big brands do. While the practice might look wildly different for such varying brand sizes, there is some overlap between the best practices and benefits for each. One significant overlap is in the area of press releases.
Any brand can benefit from press releases as long as they are expertly crafted and tell stories that are worth sharing.
Not to mention that press releases are the most cost-effective and accessible PR tool out there!
If you aren't convinced yet, media update's Joreke Kleynhans gives a rundown on the possible benefits of press releases for small brands' success.
Increased Brand Reach and Visibility
Press releases have the benefit of cost-effectiveness and reaching many people at once. Publications want to publish news and updates about your brand as long as it's newsworthy.
When a publication — whether it is big or small — shares a story surrounding your brand, an entirely new audience is introduced to your brand.
Document Your Brand Story
Many brands underestimate how powerful their story can be when it is used correctly. And this is not America's Got Talent — you don't have to have saved a kitten from a burning tree to win! You simply need to have a story.
Press releases can share events, milestones and even issues that your brand experiences and how they are handled. They can help brands document their stories publicly and include their audiences in their journeys.
Positive Reputation Management
Reputation management is not less important for small brands than it is for big brands. On the contrary, small brands have to work harder to build and maintain a positive reputation to attract customers.
Additionally, the media and the public are more likely to share and give publicity to negative stories than positive ones.
Therefore, a brand-related issue is usually more publicised than how the brand responds to and recovers from that issue. Sharing press releases about how your brand handles issues can help the happy ending to also get its fair share of publicity.
A press release provides the opportunity for a brand to refocus people's attention on what will benefit its reputation over time.
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*Image courtesy of Canva