Years ago, a friend launched a food startup with excellent packaging, killer recipes, and unbeatable pricing. Yet, six months in, she was struggling to get noticed. Why? No one knew her brand existed. She didn’t tell her story, didn’t build relationships with the right people, and certainly didn’t have a plan for crisis moments. In short, she ignored PR.
That’s the hard truth many entrepreneurs overlook. They pour heart, soul, and capital into products, branding, and marketing but forget the very force that shapes perception: Public Relations.
In this post, we’ll explore PR strategies every small business should implement from day one. This guide is your roadmap to set up a solid PR foundation that keeps your brand visible, trusted, and respected, even before your first sale.
Let me walk you through a few real-life examples and strategic steps you can start implementing today.
Building Authentic Media Relationships
Many small businesses wait until they “need” publicity before reaching out to the media. That’s the wrong approach. Great PR strategies start with authentic long-term relationships.
Here’s the story of another founder, Tega, who owns a skincare brand in Abuja. Early on, she made a list of 10 influencers and journalists who covered green beauty. Instead of pitching them immediately, she engaged with their content, commented, shared their stories, and even emailed them thoughtful feedback. A few months later, when her product launched, she didn’t need to beg for a feature. They reached out to her.
Here’s what you can do today:
- Identify journalists or influencers in your space
- Follow and engage with them on social media
- Send thoughtful, non-pitch emails introducing yourself
- Offer value, insight, content, or commentary
The goal is to build familiarity. That way, when your story breaks, they know who’s telling it.
Let Your Brand Story Do the Talking
A compelling brand narrative is one of the most effective PR strategies a small business can leverage
When customers hear about your brand for the first time, what story do they walk away with? Is it forgettable, or is it something they’ll repeat at dinner with friends?
There’s a bakery in Lagos that didn’t gain traction until they shared their founder’s journey: a single mom who learned to bake during the lockdown to support her kids. That story went viral, not because of sugar or icing, but because it was human.
Every small business has a story. Find yours and make it part of your PR strategies. Think about:
- Why did you start this business?
- What values do you stand for?
- What problem are you solving?
Use this story everywhere, on your About page, Instagram bio, and when pitching the media. Your story becomes the emotional bridge between you and your audience. Remember, people don’t buy products; they buy into stories.
Digital PR Strategies That Boost Online Presence
In today’s digital world, your social media and website are more than marketing tools. They’re tools for visibility, storytelling, and real-time interaction.
A local fashion brand in Enugu used Instagram not just to showcase clothes, but to talk about sustainability, share behind-the-scenes content, and spotlight customer testimonials. The result? A loyal tribe that shares their content, defends their brand, and even attracts media attention organically.
Include digital PR in your daily operations. This means:
- Sharing value-driven content
- Being consistent with your tone and messaging
- Engaging with comments and mentions
- Tagging media houses or local influencers when relevant
Also, maintain a blog or news section on your website. That way, when people Google your business, they see that you’re active, informed, and credible.
See how small brands are using digital PR via PR Daily.
PR Strategies for Crisis Preparedness
Every small business needs a crisis communication plan. The earlier you create one, the stronger your reputation remains when challenges arise.
Here’s a real-world example: a small restaurant had a food poisoning complaint that went viral. While many would panic, their response was immediate and graceful. They released a public apology statement, took full responsibility, refunded affected customers, and posted a behind-the-scenes look at their improved hygiene practices. Within a week, their transparency earned them even more respect.
This is what smart PR strategies prepare you for:
- Draft a basic response template for common crises scenarios
- Designate a spokesperson (even if it’s just you)
- Know which platform to use in emergencies
- Respond quickly, honestly, and with empathy
You don’t have to expect disaster but you do have to prepare.
Read more on crisis management
PR Strategies That Leverage Influencers and Customers
Your first few customers can be your best PR agents. Make them feel valued. Encourage reviews. Feature their testimonials. And don’t ignore the power of micro-influencers.
There’s a small stationery brand in Port Harcourt that gifted their new planners to five lifestyle creators. Each one shared it with their audience. One video went viral, and boom they sold out in two weeks. No TV ads. No billboard. Just word-of-mouth amplified by strategy.
Here’s how to build PR through people:
- Encourage user-generated content
- Feature happy customers on your page
- Offer referrals
- Collaborate with nano or micro-influencers who align with your values
Small businesses often have stronger connections with customers. Use that to your advantage because it gives people a reason to talk about you. People trust people more than ads.
Read more on these strategic PR Strategies
Conclusion
Public relations isn’t just for celebrities or million-dollar companies. It’s a lifeline for every small business
From day one, small businesses should treat PR as essential as inventory or marketing. We’ve explored how to build strong media relationships, craft compelling brand stories, engage audiences through digital PR, prepare for crises, and turn your customers into advocates..
Each of these PR strategies positions your brand not just to survive, but to be seen, heard, and remembered.
So, here’s the question: As a small business owner, are you ready to build your business reputation from day one or will you wait until it’s too late?
At Prime88 Concepts, we understand that public perception can make or break a small business especially in today’s fast-paced digital world. That’s why we specialize in helping small businesses, startups, and growing brands tell compelling stories, build valuable media relationships, navigate a PR crisis, and position themselves strategically from day one. Let’s turn your small business into a brand people remember for the right reasons.
