Public Relations Marketing for Small Business While Supplies Last, The Marketing Podcast

Learn more about the powerful world of public relations marketing (PR Marketing) for small business and how it can be leveraged to help small businesses compete against larger corporations. 👉 GET MORE VALUE WITH THIS VIDEO: • San Antonio Podcasting...
EPISODE SUMMARY
In this episode of While Supplies Last: The Marketing Podcast, Gabby and Candace from Peachtree Rose Marketing sit down with Leslie, a 20-year PR veteran and founder of Komet Communications, to discuss the power of public relations for small businesses. Leslie shares her journey from broadcast journalism to PR, the challenges and rewards of managing a boutique agency, and actionable strategies for businesses to leverage PR to build their brand, establish trust, and weather crises.
The conversation also highlights foundational strategies for building a strong reputation, navigating negative press, and crafting effective press releases. Leslie provides practical insights into why storytelling, authenticity, and community engagement are crucial for brands of any size. She closes with a vivid analogy about competing with larger brands, likening small businesses to a locally-made peanut butter jar on a grocery store’s bottom shelf and emphasizing the importance of communicating their unique value propositions.
Connect with Komet Communications: www.kometcommun...
Connect with Leslie: LinkedIn | / lesliekometausburn
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KEY TAKEAWAYS
PR as a Storytelling Tool
PR goes beyond facts and figures. It’s about crafting compelling, emotional narratives that resonate with audiences.
Good writing is essential: concise, clear, and impactful messaging stands out to media and customers alike.
Building and Maintaining Reputation
Establish your brand’s core values and communicate authentically across all channels.
Engage in social listening to monitor what’s being said about your brand and respond thoughtfully to feedback or misinformation.
Build goodwill and trust before a crisis strikes, so your audience is more likely to empathize with you if challenges arise.
Handling Negative Press
Take a moment to strategize before reacting to negative news. Overreacting can backfire.
Be honest, transparent, and proactive in addressing concerns while maintaining professionalism.
Use your owned channels like social media to control the narrative, but avoid over-communicating during a crisis.
Strategies for Small Businesses
Small businesses don’t need big budgets to succeed in PR. Focus on local engagement, building relationships, and leveraging owned platforms.
Stand out by highlighting unique aspects of your brand that resonate with your audience, such as supporting the local community or offering personalized services.
Collaborate with local influencers or micro-influencers who align with your brand values.
Crafting Effective Press Releases
Keep them concise and to the point. Start with the essentials: who, what, when, where, why, and how.
Tailor your press release to the right audience and media outlet to maximize relevance and coverage.
Build relationships with media professionals and follow up to ensure your story gets the attention it deserves.
Measuring PR Success
Set clear goals for your campaigns, whether it’s brand awareness, driving foot traffic, or increasing positive reviews.
Evaluate outcomes based on media coverage, audience engagement, or conversions (e.g., reservations, sales, or donations).
Competing with Larger Brands
Use storytelling to differentiate yourself. Share the “why” behind your brand and highlight local roots or unique qualities.
Engage with your community directly and establish trust through consistent, authentic interactions.
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