Public relations is all about being accepted and trusted by the community – and a proper publicity or PR campaign is vital to the survival of a small business. A small business or start-up needs advantage it can get. They’re going to run into a lot of problems and a lot of competition. You’ve got to go for profit in every way you can, and that includes ingratiating yourself with the public so they choose you over the competition.

1. Create Relationships with Reporters and Journalists: You’re not the only person scrambling for a big break. Reports and journalists, both for print and online media, are looking for big news that they can break first. Give them first dibs on your stories or product announcements and you may have just made a friend that will promote your company for you. For a small business, a friend with a website can be a godsend.

2. Find the Right Reporter or Journalist: For that matter, you should make sure you’re talking to the right person or site. Due diligence is required – find out which newspapers or sites are either involved in your service or are involved in the community you’re serving. Contact them and find out how they want to receive information.

3. Persistent Press Releases: If your company is doing well, chances are that you’ll frequently have something to say to the public that interests them; something that could be profitable for you to share. Whether it’s a new product or a great discount deal, you’ll want to make sure that everyone who would possibly be interested would have a chance to hear about it. Drum up some publicity and get those press releases out.

4. Interact with People: PR is all about communication, and there’s no easier way to communicate than, well, actually communicating. If your site receives comments, reply to them. There is such a thing as bad publicity though, so keep an eye on what you say. A small business can easily be killed by a quick burst of negative publicity.

5. Speak to People: You can probably do most of a public relations campaign online, but just like eating rotting food, just because you can doesn’t mean that you should. The Internet is everywhere – actually talking to people has become a special event for many. Use that to make your company and yourself seem more human, more relatable, and thus, more likable.

PR is important for any small business and these tips can make sure that it is also beneficial for you and your company. Just keep at it and it will eventually pay you back in loyal customers and make your brand well-known.