Whether you realise it or not, small businesses need publicity. Just like any other business, good public relations benefits the brand by generating awareness, enhancing credibility and creating a benchmark for their personal (and industry) standards.
Marketing is often used as a catch-all term that means “everything related to promotional efforts.” This can include certain publicity elements; however, where it is vital to make this distinction, marketing can be labelled as paid-for promotion, whereas publicity is a strategic effort. The end result of publicity efforts is mostly outside of a brand’s control, but marketing has more controlled results, such as generating a set number of leads, increasing traffic or completing more sales.
Types of Small Business Publicity
Publicity, as alluded to earlier, can take many forms. Here are four of the most popular strategies that public relations professionals might use:
Awards
Industry awards are a great way for any business of any size to gain recognition for its achievements. For a small to medium enterprise (SME), the impact is much greater. Participating in awards, especially being nominated or winning across one or multiple categories, highlights to both internal and external stakeholders the value a business brings to its industry. Depending on the type of award, the entire business, a single product or service, or an individual may be entered into the awards.
Interviews
Interviews by the media help put your business on the map. These are the opportunities where journalists or content writers reach out to you for an interview to profile you or your business. Some publications are also open to suggestions, so you may approach outlets that operate in your industry to see if they would be interested in writing about your company.
Press Releases
Press releases work like public announcements in that it is an opportunity to communicate a specific message or idea to the public. These documents are usually composed by internal marketers tasked with increasing brand awareness or a public relations company.
Events
By hosting or exhibiting at events, this strategy captures the attention of large numbers of foot traffic. As the host or sponsor, you can position your business as a key role player in the industry.
Benefits of Small Business Publicity
Awareness
Participating in business publicity means that more and more people learn about your company and start to build a relationship with it. By building awareness, you establish your business as a brand.
Enhanced Credibility
Through industry awards or hosting noteworthy events, it helps build a business’s reputation as an enterprise that can be trusted, delivers quality work, and serves clients well.
Employee Morale
When brands participate in industry events, award shows or public relations that boost publicity, employees’ morale is boosted as they see that they are part of a bigger cause.
Bench marking
Industry events and competitions help businesses benchmark what they can achieve. The industry as a whole pulls together to set standards of what businesses should aim for.
Awards to Participate In
Three of the highly anticipated awards to pay attention to are backed by major brands and businesses. Here are their details:
NSBC Small Business Awards
Any member of the NSBC can enter into one or multiple of the four categories. These are National Small Business Champion of the Year, National Entrepreneur Champion of the Year, Woman in Business Champion of the Year, and National Startup Champion of the Year. Entires open 1 July.
Bold Woman Award
The Bold Woman Awards are backed by Veuve Clicquot and aim to shine a light on women across the world that is making an impact through business. Entries are currently open and close on 20 April 2025.
Excellence in Procurement and Supply Awards
This award focuses on procurement and the supply chain. It has multiple categories that both inspire teams and individuals, including young talent. Entries close 31 May 2025.
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