Every small business has a unique journey, and at the heart of that journey is a story. This story is not just a series of events, but the driving force behind what you do and why you do it. Sharing your story with the right people can help you connect with new customers and grow your business. And the best part? Telling your story doesn’t require a big budget—just a little creativity and authenticity.
Why Your Story Matters to Your Customers
Your story is more than just information about your business. It’s the reason why customers should care about you and what you offer. People are naturally drawn to stories—they want to know the why behind your business, not just the what.
Reflect on your business journey.
Think about the reasons you started your business. Was it a personal passion? Did you spot a gap in the market that no one else was addressing? Whatever it was, that’s the beginning of your story.
Example:
You’re a local bakery owner. You didn’t start your bakery because you just wanted to bake bread—you started because you grew up learning family recipes from your grandmother and wanted to bring those nostalgic flavours to your community.
Consider what makes your business different.
What do you offer that others don’t? Is it the personal touch you bring to your service, the quality of your products, or a unique process? These elements are crucial to your story and help you stand out.
Example:
As a small IT services business, perhaps you offer customised solutions and 1:1 customer support, unlike larger companies. This personalised care is part of your story and helps to differentiate you from the competition.
Understand what customers value in your story.
Customers aren’t just looking for products or services—they’re looking for brands they can trust. Sharing your story in an authentic way builds that trust and creates a connection with your audience.
Example:
If you run a fitness studio, perhaps you started it after a personal health journey. Sharing that transformation helps potential clients relate to you on a personal level, showing them you understand their struggles and can guide them through their own fitness journey.
The Big Impact of PR with Minimal Investment
Public relations (PR) doesn’t have to be expensive. As a small business, you don’t need a high-profile PR agency or large marketing budget to start sharing your story and getting results. With a clear, compelling narrative, you can attract attention with just a few simple actions.
Identify the right angle for your story.
Think about what’s newsworthy or unique about your business. Maybe you’re a local business that survived difficult times, or you’re doing something innovative in your industry. These angles are often the most effective in drawing attention without much investment.
Example:
You’re a florist who only uses locally sourced, seasonal flowers. That’s not just an operational choice—it’s an eco-friendly approach that resonates with environmentally conscious customers. Highlighting this in your PR will grab attention from the local press, especially if sustainability is a hot topic.
Share your story in the right places.
PR isn’t just about sending press releases to newspapers. You can share your story on your website, social media, or through local community groups. Don’t underestimate the power of a well-crafted blog post or an engaging social media caption.
Example:
You own a small coffee shop. Rather than spending big money on ads, you share your story on Instagram, showing behind-the-scenes content like how you source your beans or your relationship with local farmers. This personal touch helps customers connect with your business.
Start a conversation with your customers.
Once you’ve shared your story, encourage interaction. Ask customers about their experiences with your business. Engaging with them directly, whether through comments, emails, or in person, turns them from passive buyers into loyal advocates for your brand.
Example:
If you run a clothing boutique, ask your customers to share how they style the items they’ve bought from you on social media. Feature their stories on your website or Instagram, making them feel part of your brand's narrative.
By identifying the right story to tell and finding ways to share it, you can achieve significant PR results without spending much money. Your story is your strongest asset—use it to build relationships and grow your customer base.
Download and print the 'Small Business PR Story Checklist'. This way you can mark each task off as you follow each step of this guide.
Step 1: Know What Makes a Story PR-Worthy
When it comes to public relations (PR), the aim is to share a story that not only represents your small business but also resonates with your target customers. It’s not just about broadcasting what you do, but about presenting your business in a way that makes people stop and pay attention. To do this, you need to understand what makes a story PR-worthy.
What Is a PR Story for Small Business?
A PR story is essentially a narrative that captures the essence of your business in a way that’s interesting, relevant, and newsworthy. For small businesses, this doesn’t mean you need to have a ground-breaking invention or celebrity endorsement. It’s about turning your day-to-day activities into stories that matter to your customers.
Focus on the human element of your business.
Customers love to connect with people, not just products. Think about the people behind your business and your customers’ experiences. PR stories often have a personal touch, showing the passion and effort that goes into what you do.
Example:
If you run a small café, your PR story could highlight how you source ingredients locally and how this supports local farmers. You could tell the story of why you started the café—perhaps it was inspired by your grandmother’s recipes, which you’ve modernised for today’s customers. This personal angle adds depth and connects emotionally with your audience.
Turn your everyday operations into stories.
Your regular business activities might seem routine to you, but they can be interesting to your customers. Look for moments that show how you’re solving problems, making a difference, or doing something unique.
Example:
A small beauty salon could share a story about how they’re training their staff in the latest eco-friendly products and treatments. This not only highlights your expertise but also shows your commitment to sustainability, which many customers care about.
Identify key moments or milestones in your business.
Significant moments in your business, such as an anniversary, product launch, or a community initiative, can become great PR stories. These events are natural points to share your journey and attract attention.
Example:
If you’ve just celebrated your 5th year in business, that’s a milestone worth sharing. You could talk about how you’ve grown from a small idea into a thriving business, using specific examples of challenges you’ve overcome along the way.
Why Some Stories Attract Customers and Others Don’t
Not every story will grab attention. To make sure your story sticks, it’s important to focus on what will resonate most with your customers. What makes them care?
Understand your customers’ interests and values.
For a story to attract attention, it needs to align with your customers’ needs, desires, or values. Think about what your customers care about and how your business fits into that.
Example:
If you run a small fitness studio, your customers might value health, wellness, and community. A story about how your studio helps people achieve their personal fitness goals or how you give back to the community through charity fitness events will resonate much more than simply talking about your class schedule.
Highlight the impact your business has on customers.
Customers are drawn to stories where they see the benefit of your product or service. Make sure your PR story shows how what you do improves their lives.
Example:
If you’re a local plumber, share a story about how you helped a customer solve a tricky plumbing issue that other companies couldn’t fix. Show how your expertise made their life easier—this demonstrates value and builds trust.
Make your story relatable.
A PR story that feels too impersonal or too focused on your business’s success can alienate your audience. Instead, focus on making your story relatable and human. Show the challenges you’ve faced, the lessons you’ve learned, and the values that drive you.
Example:
As a small online retailer, you could share the ups and downs of launching your business from your living room. Talk about the challenges you faced and how you overcame them—whether it was balancing family life with work or struggling to find the right suppliers. People love to hear about real experiences they can relate to.
In summary, a PR-worthy story for small businesses focuses on human experiences, meaningful moments, and relatable content. By identifying the elements of your business that connect emotionally with your customers and highlighting how you solve problems or make an impact, you can create stories that attract attention and help you grow your customer base.
Step 2: Discover What Makes Your Business Unique
In a crowded marketplace, the key to standing out is identifying what makes your small business different from the rest. Every business has something unique to offer, whether it’s the story of how you got started, the product you sell, or the way you engage with your customers. Recognising and communicating these unique qualities is essential to crafting your PR story.
Spot Your Special Qualities: What Sets You Apart
Your business’s special qualities are the foundation of your PR story. These are the aspects that make your small business one-of-a-kind and that will resonate with your target customers.
Reflect on your personal journey.
Think about why you started your business. Often, the personal reasons behind your decision can be a compelling part of your story.
Example:
You run a small catering company. You started because you wanted to bring people together over food, inspired by your family gatherings where food was at the heart of every celebration. Sharing this personal motivation connects you with customers who value family traditions and communal experiences.
Look at your products or services.
What makes your product or service stand out from the competition? It could be a unique feature, how it’s made, or even the way it’s delivered to your customers.
Example:
You own a handmade candle business. Your candles are crafted using only sustainable, locally sourced ingredients. This commitment to the environment is what sets you apart from other candle makers and appeals to eco-conscious customers.
Examine how you serve your customers.
Sometimes, it’s not about what you sell, but how you deliver it. Think about the experience you offer to customers. Is it the personal touch, excellent customer service, or something else that keeps them coming back?
Example:
As a small hair salon, you pride yourself on offering personalised consultations for every customer, helping them find the perfect style that suits their personality and lifestyle. This attention to detail is what sets your salon apart and helps build long-term relationships with clients.
Identifying Your Strengths: Passion, Expertise, and Purpose
Once you’ve identified what makes your business unique, it’s important to weave your passion, expertise, and business purpose into your PR story. This will not only showcase why you’re different but also why you’re the best at what you do.
Focus on your passion.
Your passion for your business is contagious, and customers love to see your enthusiasm. Think about what excites you most about running your business and how that passion translates into a better product or service.
Example:
You own a pet grooming service and are passionate about animal welfare. Your love for animals means you’re constantly educating yourself on the best, most humane grooming practices. This passion is something customers can trust and will make them choose your services over others.
Highlight your expertise.
Your knowledge and experience are key strengths. Whether you’ve been in the industry for years or are self-taught, your expertise helps build credibility and trust.
Example:
You’re a personal trainer with a background in sports science. You use your expertise to design highly effective, personalised training plans for your clients, which sets you apart from less qualified trainers. Sharing your qualifications and the success stories of your clients demonstrates your expertise and attracts more customers.
Define your business’s purpose.
What is the deeper purpose behind your business? Think beyond just making a profit. Why does your business exist, and what difference do you want to make in your customers’ lives?
Example:
You run a small, independent bookshop. Your purpose is to create a community hub where people can connect over their shared love of books. You also aim to promote local authors and foster a love of reading in young people. This purpose not only sets you apart from big retailers but also gives your business meaning that resonates with your customers.
By discovering what makes your business unique—whether it’s your personal journey, your products, or how you serve customers—you can craft a powerful PR story that highlights your strengths. Your passion, expertise, and purpose will shine through, helping you connect with your audience and grow your customer base.
Step 3: Find Your Customers’ Pain Points
A successful PR story doesn’t just tell people who you are—it shows them how your business can make their lives better. To create a compelling PR narrative, it’s important to understand what your customers are struggling with and how your business can help solve those problems. Identifying these pain points is the key to crafting a story that resonates with your audience and keeps them coming back.
What Are Your Customers Struggling With?
To build a story that truly connects, you need to focus on the real problems your customers are facing. These problems, or "pain points," are what drive them to seek out solutions—and that’s where your business comes in.
Think like your customer.
Put yourself in your customer’s shoes. What are the everyday challenges they face that relate to your business? Consider their frustrations, desires, or obstacles.
Example:
If you own a small landscaping business, your customers may be struggling with finding the time and expertise to maintain a beautiful garden while balancing work and family life. Their pain point might be the stress and effort involved in keeping their outdoor spaces looking neat and attractive.
Ask your customers directly.
If you’re not sure what your customers’ pain points are, ask them. Engage with them through surveys, casual conversations, or even social media. Their feedback will give you insight into their challenges.
Example:
A local bakery could ask regular customers what they look for in a bakery and what frustrates them when buying bread or cakes elsewhere. Perhaps they mention inconsistent quality or long queues during peak hours—these are pain points you can address in your story.
Observe patterns in complaints or reviews.
Look at common themes in customer feedback, online reviews, or even customer service queries. This can help you identify recurring problems your customers are dealing with.
Example:
If you run a small clothing boutique, and many customers mention difficulty finding well-fitting clothes in local stores, that’s a clear pain point. Your story could focus on how your boutique offers personalised fittings and unique sizes that cater to their needs.
How Your Business Solves Their Problems: The Key to Your PR Gold
Now that you’ve identified your customers’ pain points, the next step is to show how your business provides a solution. This is the foundation of your PR story—it’s not just about what you sell, but how you make your customers' lives easier or better.
Highlight the solution you offer.
Clearly articulate how your product or service addresses the specific pain points you’ve identified. This is the “gold” of your PR story—the value you bring to your customers' lives.
Example:
If you run a pet grooming service, and you’ve discovered that many pet owners are worried about the stress their pets experience during grooming, your PR story could focus on how your business uses gentle techniques and a calming environment to reduce stress for pets.
Use real-life examples.
Back up your solution with examples. Share customer success stories, testimonials, or real-life experiences that show how your business has helped solve problems.
Example:
As a personal trainer, you’ve worked with clients who were struggling with weight loss or motivation. By sharing the journey of a client who successfully lost weight with your guidance, you demonstrate how your services solve their problem in a tangible way.
Show the benefits of your solution.
It’s important to go beyond the solution itself and explain the positive outcomes customers experience as a result. This turns your story from “what you do” into “why it matters.”
Example:
If you’re a mobile car wash service, you might highlight how busy parents or professionals no longer have to waste their weekends waiting in line at a car wash. Instead, you come to them, saving them time and giving them one less thing to worry about.
Identifying your customers’ pain points and showing how your business solves them is at the heart of a strong PR story. By focusing on the real problems your customers face and providing clear, relatable solutions, you position your business as essential to their lives. This is what makes your story not only compelling but also relevant, helping you to engage more customers and grow your business.
Step 4: Highlight Your ‘Aha!’ Moments
Every business has moments where everything just clicks—whether it’s overcoming a challenge, seizing an opportunity, or having a breakthrough that changes the way you operate. These ‘aha!’ moments not only define your business journey but also help you connect with your customers on a deeper level. By sharing these key turning points, you can create a compelling narrative that resonates with your audience and showcases the heart of your business.
Spot the Turning Points in Your Business Journey
Your business story isn’t just about where you are today; it’s about the journey you’ve taken to get here. The turning points in your business, whether they were challenges you faced or opportunities you embraced, are rich storytelling material. These pivotal moments show resilience, adaptability, and innovation—qualities that attract customers.
Reflect on your most significant challenges.
Think about the challenges your business has faced. Were there times when things didn’t go as planned? How did you overcome those obstacles? Sharing these moments adds authenticity to your story.
Example:
If you own a small café, perhaps there was a time when you had to shut down during a tough economic period. Instead of giving up, you reinvented your menu to focus on takeaway options, which turned out to be a hit with local customers. This turning point shows resilience and adaptability, making your business relatable to others who have faced difficulties.
Identify moments of opportunity or growth.
Did you discover a new way of doing business that changed everything for you? Perhaps you noticed a gap in the market or found a unique angle that set you apart. Highlighting these moments shows how your business evolves with time and customer needs.
Example:
As the owner of a small fitness studio, you may have initially offered only in-person classes. When lockdowns hit, you shifted to online sessions and found a whole new customer base. This shift was a turning point in your business, showing your ability to adapt to changing circumstances and seize new opportunities.
Pinpoint moments of inspiration.
Sometimes, it’s not a challenge or a business decision that defines your journey, but a moment of inspiration. Was there a time when you realised something important that changed the way you do business?
Example:
You run a small skincare business and after speaking to customers, you realised that many people struggled to find affordable, natural products. This moment inspired you to develop a new line of budget-friendly, organic skincare products, which quickly became a best-seller. This shows how listening to customers and finding inspiration in their needs can lead to business growth.
Moments of Growth, Change, or Inspiration That Resonate
The moments where you’ve grown, adapted, or found inspiration are more than just milestones—they’re powerful stories that help customers understand who you are and why your business matters. These stories don’t need to be grand or dramatic; they just need to be relatable and authentic.
Share stories of growth that reflect customer experiences.
Your customers want to see how your business has grown, especially if it reflects something they value or have experienced themselves. Sharing moments of growth helps customers feel connected to your journey.
Example:
You own a small clothing boutique. At first, you struggled with sourcing the right fabrics, but over time, you found local suppliers who align with your values of sustainability. Sharing this growth in your supply chain not only highlights your commitment to the environment but also connects with customers who prioritise ethical fashion.
Highlight the changes you’ve made to improve your business.
Showcase how your business has changed or improved in response to customer feedback or market conditions. This demonstrates that you listen to your customers and are willing to adapt for their benefit.
Example:
You run a small bakery and initially only offered standard products like bread and pastries. After receiving requests for gluten-free and vegan options, you expanded your menu to cater to these dietary needs. Highlighting this change shows that your business listens to its customers and evolves to meet their needs.
Inspire your customers by sharing your personal 'aha!' moments.
Your moments of inspiration can also inspire your customers. When you share what motivated you to take action or change direction, it creates an emotional connection that makes customers feel more involved in your journey.
Example:
You’re a florist who started noticing how much waste was generated by traditional flower arrangements. This inspired you to create eco-friendly, waste-reducing bouquets using locally sourced, seasonal flowers. Sharing this ‘aha!’ moment not only highlights your values but also connects with customers who care about sustainability.
By identifying and sharing the key turning points in your business journey—whether they’re moments of growth, challenges, or inspiration—you create a rich narrative that customers can relate to. These stories show your adaptability, resilience, and commitment, making your business more human and approachable. These ‘aha!’ moments help start meaningful conversations with customers, helping them see the value of what you offer.
Step 5: Personalise Your Story with Real-Life Examples
Sharing real-life examples adds authenticity and credibility to your PR story. When customers see the human side of your business, they are more likely to connect with your brand. Whether it’s your own journey from struggle to success or the experiences of your customers, these stories help people understand the true value of what you do.
Your Journey: From Struggle to Success
Customers love an underdog story because it’s relatable and inspiring. Sharing the challenges you’ve faced as a small business owner and how you overcame them can create an emotional connection with your audience. It shows resilience, determination, and authenticity—qualities that people admire and want to support.
Reflect on the challenges you’ve faced.
Think about the early days of your business or any tough moments along the way. What obstacles did you face, and how did you overcome them? Your journey doesn’t need to be dramatic to resonate—it just needs to be honest.
Example:
You run a small photography business. When you first started, you struggled to find clients and had to juggle multiple part-time jobs to keep things going. But through word of mouth and your commitment to delivering high-quality service, you slowly built a loyal customer base. Sharing this struggle and your determination to keep going adds depth to your story, making it more relatable to others starting their own ventures.
Highlight how those struggles shaped your business.
Talk about the lessons you learned from those difficult times and how they helped you improve your business. Did you change your approach, refine your services, or develop a new way of thinking?
Example:
As a small café owner, perhaps you struggled to attract customers when you first opened. You realised that the key to success was creating a sense of community, so you started hosting local events and inviting nearby artists to showcase their work. This change not only brought in more customers but also turned your café into a community hub, which is now a core part of your business identity.
Share how overcoming these challenges led to success.
Now that you’ve shared your struggles, show the positive outcome. This is the moment where your business turned a corner, thanks to your perseverance.
Example:
You own a boutique shop and initially had trouble competing with larger online retailers. But by focusing on providing personalised customer service and unique, handcrafted products, you began to attract a loyal customer base. Your story of struggle to success shows that small businesses can thrive by focusing on what makes them different.
Customer Stories: Proof That Your Business Works
Nothing proves the value of your business better than happy customers. Real-life examples of how your products or services have made a positive impact on people’s lives not only add credibility to your story but also provide social proof that you can deliver what you promise.
Collect testimonials and stories from your customers.
Reach out to satisfied customers and ask if they’d be willing to share their experience with your business. What challenges did they face before they found you, and how has your product or service improved their life? Use their words to tell the story.
Example:
If you run a dog grooming service, you might have a customer who struggled to find a groomer that was gentle enough for their nervous pet. After bringing their dog to your business, they noticed how calm and happy their dog was during and after the appointment. This real-life example demonstrates the care and expertise you bring to your services.
Use specific examples to illustrate the impact.
Don’t just rely on general positive feedback—include specific details that show exactly how you helped your customer. The more specific, the more relatable and convincing your story will be.
Example:
You own a web design business. Instead of just saying “customers love our designs,” tell the story of a small business owner whose website you redesigned. Their previous site wasn’t attracting much traffic, but after working with you, their new site saw a 50% increase in visitors, leading to more sales. This is a clear, measurable example of the impact you can make.
Share these stories in your marketing and PR.
Once you’ve collected these customer stories, use them across your marketing platforms—whether on your website, in social media posts, or when pitching to local media. Real-life examples add weight to your story and make your business feel more trustworthy.
Example:
If you run a local florist shop, you could share a customer story about how one of your custom arrangements made their wedding day extra special. You could post their testimonial on social media along with a photo of the flowers, showing potential customers the personalised service you offer.
By personalising your PR story with real-life examples—whether through your own journey or through customer stories—you give your audience something concrete and relatable to connect with. These examples provide proof that your business can deliver value, helping to build trust and start meaningful conversations with potential customers.
Step 6: Connect Your Story to a Bigger Cause
In today’s market, customers are more likely to engage with businesses that align with their values and make a positive impact. Connecting your business story to a bigger cause not only strengthens your brand but also helps you build meaningful relationships with your customers. Whether it's through community involvement or supporting wider social issues, showing that your business cares about more than just profits can set you apart and encourage loyalty.
How Your Business Contributes to the Local Community
As a small business, you are likely part of a local ecosystem. By highlighting how your business supports the community, you create an emotional bond with your customers, making them feel like their purchase is part of something bigger. Contributing to local causes can be a key element of your PR story, showcasing your business as a force for good in your area.
Identify ways your business supports the community.
Think about what your business already does to contribute locally. Do you sponsor local events, donate to charity, or offer special services to your community? Even small gestures can have a big impact on how customers perceive your brand.
Example:
You own a small bakery and regularly donate leftover bread to local shelters. This simple act of kindness shows that your business is committed to reducing waste and helping those in need. Highlighting this in your PR story not only shows social responsibility but also gives customers a reason to support you.
Look for opportunities to engage further with your community.
If you aren’t already involved in community efforts, consider ways you can start. You don’t need to make a large financial contribution—offering your time, expertise, or products can still have a powerful impact.
Example:
If you run a small fitness studio, you could offer free outdoor fitness classes at local parks during the summer. This gives back to the community by encouraging healthy lifestyles and makes your business more visible to potential customers in the area.
Share your community involvement with your audience.
Don’t be shy about sharing how your business supports local causes. Customers appreciate businesses that give back, so make sure your involvement is part of your PR story. Share it on social media, in newsletters, or even as part of your pitch to local media.
Example:
If you own a small hair salon, and you offer free haircuts to disadvantaged youth, include this in your PR story. It shows that your business is committed to making a difference in people’s lives, which can inspire others to support your business.
Aligning with Values That Matter to Your Customers
Today’s customers often choose businesses based on shared values. Whether it’s sustainability, social justice, or supporting local industry, aligning your business with the values that matter to your audience can make your PR story even more compelling.
Identify the values that resonate with your customers.
Think about what your customers care about. Are they passionate about the environment, supporting small businesses, or fair trade? Identifying these values can help you align your business with causes that matter to them.
Example:
You run a small coffee shop, and you know your customers value sustainability. You switch to using only ethically sourced, fair trade coffee beans and make this a key part of your story. This simple change shows that you share their values and strengthens their emotional connection to your brand.
Make your values a central part of your business story.
Once you’ve identified the values that align with your business, make them central to your PR story. Show how these values influence the way you run your business and how they benefit your customers.
Example:
If you own a small fashion boutique, and you focus on selling clothes made from sustainable fabrics, include this in your story. Talk about why you chose to support ethical fashion, and how customers who shop with you are making a positive impact on the planet.
Show how your business takes action on these values.
Customers want to see that you’re not just talking about values but also taking action. Provide specific examples of what your business does to support these causes, whether it’s through your supply chain, your products, or your business practices.
Example:
You run a local grocery store that prioritises stocking local produce and reducing plastic waste. Your PR story could highlight how you’ve eliminated plastic bags in favour of biodegradable ones, and how you work closely with local farmers to ensure your products are fresh and sustainably sourced. This demonstrates your commitment to sustainability and local business, which will resonate with environmentally conscious customers.
By connecting your business story to a bigger cause—whether through community involvement or aligning with important values—you can create a deeper connection with your customers. Sharing how your business supports the local community or contributes to wider social issues adds meaning to your story, making it more memorable and inspiring. These efforts don’t require a big budget but can have a huge impact on how your business is perceived, helping you grow a loyal customer base.
Step 7: Craft Your PR Angle
Once you’ve identified your business’s unique story, the next step is to craft it into a compelling angle that will catch the attention of local media, bloggers, or even your social media audience. Not every story will naturally stand out, so it's essential to shape your message into something that’s both relevant and newsworthy. This is how you make your business appealing to the public, helping you reach new customers.
Turning Your Story into a Hook for Local Media
Local media outlets, bloggers, and influencers are always looking for interesting stories to share with their audiences. The key to getting their attention is to present your story in a way that feels fresh, timely, and relevant to their readers.
Identify the type of story that appeals to local media.
Local media are particularly interested in stories that have a community focus or showcase something new, inspiring, or impactful. Think about whether your story highlights a new product, a milestone, or community involvement.
Example:
You own a local florist shop and have recently launched a ‘wildflower bouquet’ initiative, where a portion of the sales goes towards planting wildflowers in local parks. This not only supports the community but also promotes environmental awareness. This story has both a local focus and a timely angle that could appeal to local papers or environmental bloggers.
Write a simple, clear pitch.
When reaching out to local media, keep your message short and to the point. Introduce yourself, explain what your business does, and outline the key points of your story. Make sure you explain why it would be of interest to their readers or viewers.
Example Pitch:
"Hi [Name], I’m [Your Name], the owner of [Your Business], a small eco-friendly cleaning service here in [Town]. I wanted to share a recent initiative we’ve launched called 'Clean Green'. For every cleaning service we provide, we donate a portion of our profits to local sustainability projects. This is part of our ongoing effort to support the local community and the environment. I think your readers might be interested in learning how small businesses are making an impact locally. Would you be interested in sharing this story?"
Include a human element in your story.
Media outlets love stories with a human touch, so whenever possible, include real people in your story. Whether it’s your own business journey, a satisfied customer, or someone in your community that your business has helped, adding this personal angle will make your pitch more engaging.
Example:
If you run a local pet grooming business, you could share the story of how you helped a rescue dog overcome its fear of grooming. This adds a heart-warming element to your story, making it more appealing to media outlets.
Identifying Newsworthy Angles That Grab Attention
To stand out in the crowded world of media, you need to find the right "hook" that makes your story newsworthy. It’s not just about what’s interesting to you as a business owner—it’s about finding the angle that will resonate with your audience and community.
Consider what’s timely or relevant right now.
Tie your story to current events or trends in your industry or community. Is there a larger conversation happening that your business can be part of? Media outlets are more likely to pick up stories that feel relevant to what people are already talking about.
Example:
If sustainability is a hot topic in your local area, and you run a small clothing boutique that only sells eco-friendly fashion, your PR story could highlight how your business aligns with this growing movement. You could frame your story as being part of a larger shift towards sustainable shopping habits.
Look for the “wow” factor in your story.
What makes your story stand out? Is it an unusual product, an inspiring journey, or a particularly impactful initiative? Find the most exciting or unexpected aspect of your story and make that your focal point.
Example:
You own a small chocolate business that sources cacao directly from farmers in developing countries, paying them above-market rates to ensure they have a sustainable income. This unique approach could be the hook that catches the media’s attention, showing how your small business is making a global impact.
Appeal to community spirit.
Stories that showcase how your business supports or engages with the local community can be particularly powerful. Highlighting your contribution to the community can make your story more relatable and newsworthy.
Example:
You run a local bookshop and have launched a scheme where customers can buy a book and donate it to a local school. This kind of community-driven initiative not only makes your business stand out but also shows your commitment to supporting education in your area, making it a great angle for local press.
By crafting a PR angle that connects your business story with something timely, impactful, or community-focused, you can create a newsworthy narrative that grabs attention. Whether you’re launching a new product, celebrating a milestone, or contributing to a local cause, shaping your story into an engaging pitch can open the door to media coverage and new customer conversations.
Step 8: Keep It Simple, Honest, and Authentic
When it comes to PR, especially for small businesses, authenticity is one of your greatest assets. Customers can quickly sense when a story feels forced or insincere, and nothing damages trust faster than a lack of authenticity. By staying true to your values, your journey, and your real experiences, you create a genuine connection with your audience that fosters loyalty and trust. Simplicity and honesty should be at the core of how you communicate your PR story.
Why Authenticity Wins in PR for Small Businesses
Authenticity in storytelling is about being real. As a small business, your customers want to know the true you, the reason why you started your business, and what drives you every day. Authentic stories are relatable and build stronger emotional connections, making customers feel more inclined to support your business.
Stay true to your values.
Think about the core values that guide your business. These might be values like quality, sustainability, or community involvement. Whatever they are, make sure your PR story reflects these values in a way that feels genuine and honest.
Example:
If you run a small ethical beauty brand, your values might revolve around sustainability and cruelty-free products. Your PR story should emphasise your commitment to these principles by highlighting your journey to find ethical suppliers and create eco-friendly packaging. Staying true to these values will make your story more authentic.
Share your journey, including the challenges.
Your business story doesn’t have to be perfect. In fact, sharing the challenges you’ve faced can make your story more authentic. Customers appreciate honesty and resilience, so don’t shy away from mentioning the hurdles you’ve overcome.
Example:
You own a small bike repair shop and started out by fixing bikes in your garage with limited tools. Sharing this humble beginning and how you grew into a trusted local business makes your story more relatable and authentic. People will appreciate your hard work and perseverance.
Avoid exaggeration.
It can be tempting to make your story sound bigger or more glamorous than it really is, but resist the urge. Customers value honesty, and exaggerated claims can backfire, making your business seem untrustworthy.
Example:
If you’re a small bakery, don’t claim to be “the best bakery in the country” unless you’ve won awards to prove it. Instead, focus on what makes you genuinely unique, like your handmade, locally sourced pastries that customers rave about.
How to Communicate Your Story in a Clear and Relatable Way
In PR, clarity is key. You want your audience to understand and connect with your story easily. Avoid using jargon or complex language that might confuse people. Instead, focus on telling your story in a way that feels simple, clear, and approachable.
Keep your language simple and conversational.
Imagine you’re speaking to a customer in your shop. How would you tell them about your business? Use that same conversational tone in your PR story. This helps make your story more relatable and ensures that your message is clear to everyone, regardless of their background.
Example:
If you own a cleaning service, instead of saying “We utilise advanced eco-friendly technologies to optimise hygiene,” you could say, “We use green cleaning products that are safe for your family and the environment.” This sounds more natural and is easier for customers to understand.
Focus on relatable themes.
Find the aspects of your story that your customers can relate to. Whether it’s starting small, overcoming challenges, or supporting your local community, emphasise these relatable elements to build a connection.
Example:
As a small coffee shop owner, you could share how you started roasting coffee in your kitchen because you couldn’t find a flavour you loved. Many customers will relate to that feeling of wanting something better and appreciate the personal touch behind your business.
Be concise and to the point.
Don’t overwhelm your audience with too many details. Focus on the most important parts of your story and keep it concise. The simpler your story, the easier it will be for customers to remember and share with others.
Example:
Instead of giving a long history of how you created your artisanal candle business, focus on the key points: “I started making candles because I wanted a natural, clean-burning product for my home. Now, I hand-pour every candle with eco-friendly ingredients, so my customers can enjoy a healthier environment.” This gets to the heart of your story without overcomplicating it.
Keeping your story simple, honest, and authentic ensures that your message is clear and resonates with customers. When your PR story is easy to understand and reflects the true essence of your business, you’ll be able to build lasting relationships with your audience, attract new customers, and grow your business with trust at its foundation.
Conclusion: Your Story Is Your Superpower
Your story is not just a nice-to-have—it’s the beating heart of your business. It reflects who you are, what you stand for, and why customers should choose you. By identifying and sharing your unique PR story, you can build stronger connections, foster trust, and attract new customers. When you communicate authentically and engage with your audience through your story, you give them a reason to care about your business.
Leverage Your Unique Narrative to Grow New Customers
Now that you’ve crafted your PR story, it’s time to use it as a powerful tool to grow your customer base. Sharing your story widely, both online and offline, helps people connect with your brand on a personal level. When customers feel like they understand your journey and values, they’re more likely to support your business.
Share your story through multiple channels.
You don’t need a huge budget to start sharing your story. Start by using the platforms you already have, such as your website, social media, or local community groups. Make sure your story is visible wherever potential customers might find you.
Example:
If you run a small bakery, create a blog post on your website that tells the story of how you started the business, highlighting the challenges and inspirations behind your recipes. Share this post on your social media channels with a personal message, encouraging your followers to connect with your journey.
Use your story to start conversations.
Your story is a great way to engage with potential customers. Use it as a conversation starter, whether in person, online, or in your marketing materials. People are drawn to authentic, human stories, so invite them to share their own experiences in return.
Example:
If you own a local fitness studio, use your social media channels to share your personal fitness journey—what inspired you to start your studio and how you overcame obstacles along the way. Then ask your followers to share their own fitness stories. This interaction creates a community around your brand and makes customers feel part of your journey.
Update your messaging to reflect your story.
Make sure your story is reflected in your branding and messaging across all platforms. Whether it’s your website, email newsletters, or social media profiles, your unique narrative should be consistent and clear.
Example:
If you’re a small independent bookstore that focuses on promoting local authors, make sure this message is front and centre on your website’s homepage, in your shop’s signage, and in your email communications. Use your story to differentiate yourself from larger chains.
Moving Forward with Confidence: Next Steps for Sharing Your Story
You’ve identified your unique PR story—now it’s time to put it to work. With a clear narrative, you’re equipped to confidently share your story with the world. The more you share it, the more opportunities you’ll have to grow your customer base.
Reach out to local media and bloggers.
Start by pitching your story to local newspapers, magazines, and bloggers. As we’ve covered in previous steps, find the right angle that makes your story newsworthy, and don’t be afraid to reach out. Small businesses with local ties are often of great interest to local media.
Example:
If you run a small eco-friendly clothing brand, contact local sustainability bloggers or magazines to share how your brand supports ethical fashion. Make sure your pitch focuses on what makes your business unique and how it contributes to the local community.
Refresh your website and social media profiles.
Ensure that your website and social media accounts reflect your story. Update your "About Us" page to tell your story in a way that’s authentic and engaging, and make sure your messaging across social media is aligned with your narrative.
Example:
As a florist, you might update your website to share your journey of working with local flower growers, emphasising your commitment to sustainability. Highlight this story on your social media platforms to attract customers who value supporting local businesses.
Keep the conversation going.
PR isn’t a one-off effort—it’s an ongoing process. Regularly share updates, stories, and customer testimonials that keep your audience engaged with your brand. The more consistent you are in telling your story, the stronger your connection with customers will become.
Example:
If you run a small café, share behind-the-scenes stories about how you develop new recipes, source ingredients, or support local farmers. Keep your audience involved in your journey and make them feel part of your success.
By confidently sharing your unique PR story, you’ll be able to attract, connect, and convert new customers. Remember, your story is your superpower—use it to show people why your business is special and why they should choose you over the competition. With consistent effort and authentic storytelling, your small business will continue to grow and thrive.