Building trust is essential in any business, especially when it comes to attracting and retaining customers. Public relations (PR) offers a powerful way to gain third-party validation, which can enhance your credibility and help your business stand out. However, getting featured in the media is just the beginning. To make the most of your PR exposure, you need to amplify it effectively, ensuring it reaches and resonates with your target audience.
This guide, 'Amplify Authenticity: Proven PR Exposure Tactics to Build Trust', is tailored for small business owners with no marketing or technical knowledge. It provides simple, high-impact strategies that can be implemented with minimal investment. The focus is on amplifying your existing PR, helping you turn media coverage into a valuable tool for growing your customer base and enhancing trust.
Download and print the 'PR Amplification Action Checklist'. This way you can mark each task off as you follow each step of this guide.
Whether your business has been featured in a local newspaper, an online blog, or a national publication, this guide will show you how to take that exposure to the next level. From leveraging PR on social media to integrating it into customer interactions, these actionable steps will help you build lasting relationships and expand your business's reach.
Step 1: Share Your PR Wins Across Social Media
One of the easiest and most effective ways to amplify your PR exposure is by sharing your media coverage on social media. By doing this, you can get your hard-earned PR in front of the right people and build credibility with potential customers.
Post Where Your Customers Hang Out
First, you need to understand where your target audience spends time online. Are they active on Facebook, Instagram, LinkedIn, or another platform? Focus on the social media channels your customers use most.
Example:
If you're running a small café, your customers may prefer Instagram for visual content like food photos. If you’re in a professional service like consulting, LinkedIn might be the best fit.
Step-by-Step:
Choose Your Platform(s): Pick one or two platforms that your customers use most frequently.
Create an Attention-Grabbing Post: When sharing your PR win, make it engaging. Use a catchy headline, an image of the article, or even a snippet from it.
Example: “We’re excited to be featured in The Local Business Times! Check out what they’re saying about our new product line.”
Include a Call to Action (CTA): Encourage your followers to read the full article, visit your website, or drop by your shop.
Example: “Find out how our new eco-friendly range is helping the community!”
Tag Media and Influencers
To maximise your reach, tag the media outlet or journalist who published your story, as well as influencers or relevant people who might share it with their own audience.
Example:
If your café is mentioned in a local food blog, tag the blog on your Instagram post and thank them for the feature. This simple act can prompt them to share your post, expanding your exposure to their followers.
Step-by-Step:
Identify the Correct Handles: Find the social media handles of the media outlet, journalist, or influencer who featured you.
Tag Them in Your Post: Acknowledge them in your post with a simple “@mention”.
Example: “Big thanks to @LocalFoodie for highlighting our new menu!”
Engage with Them: Keep the conversation going by replying to comments and sharing their content. It’s a great way to build long-term relationships.
Pro Tip:
"If you’re new to social media, start with one platform and get comfortable before expanding. The key is consistency and authentic engagement with your audience."
These steps will help you amplify your PR wins, get your story in front of more eyes, and start quality conversations with your potential customers.
Step 2: Turn PR Mentions into Engaging Content
Once you've secured some PR coverage, don't stop there. You can amplify that exposure by turning your PR mentions into engaging content that will resonate with your audience. This helps build trust and keeps your customers interested in what you’re doing.
Share Key Quotes and Snippets
A great way to get more mileage out of your PR is to pull out key quotes or snippets from the coverage. These can be short, impactful highlights that showcase your business in a positive light.
Example:
If a local newspaper calls your restaurant “the best hidden gem in town,” you can use that quote on your website, in social media posts, or even in your email marketing. It’s a powerful third-party endorsement that shows potential customers why they should choose your business.
Step-by-Step:
Identify Key Quotes: Go through the PR article and find the most positive or impactful phrases.
Example: “Award-winning vegan desserts that are changing the local food scene.”
Create Shareable Content: Use these quotes in visually appealing posts or simple text-based content. You don’t need fancy software; just a clear image with the quote or a plain-text post will do the job.
Example: Create a Facebook post: “Our desserts are ‘changing the local food scene’ – find out why everyone’s talking about us! Link in bio.”
Use Across Multiple Platforms: Share these quotes on your website, social media, and in newsletters. The more places your customers see it, the more credible your business will appear.
Write a Blog Post or Case Study Based on the Coverage
Another way to amplify your PR is to expand on the article or mention by writing a blog post or a case study. This is particularly useful if the PR piece focuses on a success story, customer testimonial, or your unique products and services.
Example:
If your bakery is featured in a local lifestyle magazine because of your charity work with food banks, write a blog post that gives more detail. Explain how the initiative started, the impact it’s had, and include quotes from the PR coverage. This builds your reputation as a socially responsible business.
Step-by-Step:
Pick a Theme: Focus on one aspect of the PR coverage. It could be a specific product, service, or a customer success story mentioned in the article.
Example: If the article highlighted your ethical practices, expand on why you use eco-friendly packaging or how your products support local suppliers.
Use PR Quotes in Your Blog: Integrate quotes from the PR coverage to reinforce your message.
Example: “As mentioned in The Green Times, ‘[Your Business Name] is setting the standard for ethical, sustainable retail in our community.’”
End with a CTA (Call to Action): Encourage readers to take the next step, whether it's visiting your store, booking a consultation, or purchasing online.
Example: “Read the full story and discover our sustainable products in-store today!”
Pro Tip:
"If you don’t have a blog yet, you can use LinkedIn or your website’s news section to post articles. Starting small is better than not starting at all."
These steps will help you turn your PR mentions into valuable, engaging content that not only attracts potential customers but also keeps them coming back for more.
Step 3: Include PR Mentions in Your Email Newsletters
Email newsletters are a powerful tool for amplifying your PR exposure. By showcasing your press coverage directly to your subscribers, you’re reinforcing your business's credibility and encouraging more engagement with your products or services.
Highlight Press Coverage in Your Next Newsletter
The next time you send a newsletter, make sure to feature any recent PR mentions or media coverage. This keeps your customers informed and positions your business as one that’s worth paying attention to.
Example:
Let’s say your boutique was recently featured in a local fashion magazine for your unique range of sustainable clothing. You can highlight this in your next email to let subscribers know that your efforts have been recognised by the press.
Step-by-Step:
Create a Headline: Start your newsletter with an engaging headline that draws attention to the PR mention.
Example: “We’ve been featured in Fashion Forward – Find out why!”
Include a Brief Summary: Give a short overview of the PR mention or press coverage. Make it clear why the feature is significant.
Example: “We were honoured to be recognised by Fashion Forward for our commitment to eco-friendly fashion. Read more about what makes our sustainable range stand out.”
Add a Link to the Full Article: If the article is available online, provide a clickable link so your subscribers can read the full feature.
Example: “Click here to read the full story in Fashion Forward.”
Include a Call to Action (CTA): Encourage your subscribers to visit your store or website after reading the article.
Example: “Check out our full collection of sustainable clothing in-store or online – and see what everyone’s talking about!”
Use PR as a Focus for an Email Campaign
If the press coverage is particularly noteworthy, you can create an entire email campaign around it. This could be a series of emails that dive deeper into what was mentioned in the PR article, highlighting different products or services over a few weeks.
Example:
Imagine you own a small skincare brand, and your products were featured in a health and wellness blog. You could create a mini email series that focuses on specific products that were highlighted in the coverage.
Step-by-Step:
Plan Your Campaign: Decide on the number of emails you want to send and what aspects of the PR coverage you will highlight in each email.
Example: Email 1 could focus on your best-selling product that was featured in the article, while Email 2 could explain your brand’s story and why it stood out to the media.
Design Each Email Around the PR Mention: Use the press quotes or media coverage as the main theme for each email. Keep it short, engaging, and relevant to the reader.
Example: “Our signature face cream was recently described by Healthy Skin Daily as ‘a must-have for radiant skin.’ Find out why it’s so popular!”
Offer Exclusive Deals or Information: To encourage your subscribers to take action, consider offering a special promotion or exclusive content related to the PR coverage.
Example: “As a thank you for your support, enjoy 10% off your next order when you try our best-sellers that were featured in Healthy Skin Daily.”
Pro Tip:
"If you don’t have an email list yet, you can start by collecting emails from existing customers or offering a small discount for new subscribers. Even a simple newsletter sent out monthly can have a big impact on keeping your customers engaged."
By including PR mentions in your email newsletters, you’ll continue to build trust and start quality conversations with your customers, all while amplifying the exposure you've already earned.
Step 4: Showcase Your PR Mentions on Your Website
Your website is often the first place potential customers go to learn about your business. Showcasing your PR mentions there helps build trust and credibility with new visitors. By adding a dedicated section for your press coverage, you can amplify the exposure you've already earned and make a strong impression.
Add a ‘Featured In’ Section on Your Homepage
A ‘Featured In’ section is a simple but effective way to display where your business has been mentioned or featured in the media. It instantly shows visitors that your business has been recognised by trusted sources, which can encourage them to explore your products or services further.
Example:
If your local bakery was featured in a regional food magazine or newspaper, you could add a small section on your homepage showcasing that coverage. This immediately gives your website visitors a reason to trust your brand.
Step-by-Step:
Choose the Right Spot: Place the ‘Featured In’ section somewhere visible on your homepage, such as just below the main header or within the first section of the page.
Use Logos or Quotes: Use the logos of the publications or websites that have featured your business. If the publication’s logo isn’t available, a short quote from the article works just as well.
Example: “As featured in The London Foodie” or “Described as ‘one of the city’s best-kept secrets’ by Local Eats.”
Keep It Simple and Clean: Make sure the section is neat and doesn’t overwhelm your homepage. You only need a few logos or quotes to make an impact.
Link to Full Articles or Features
Adding links to the full PR articles or features lets visitors read more about what the media had to say about your business. This adds authenticity and allows potential customers to see your business from an outsider’s perspective.
Example:
If your boutique was mentioned in an online fashion blog, you can include a link directly to the article. This way, visitors can read the full review or feature, which reinforces the positive message you want to send.
Step-by-Step:
Gather Your Links: Find the online links to the full articles where your business was featured. If the PR coverage was in print, you can scan it and add it as a downloadable PDF.
Create a ‘Press’ or ‘Media’ Page: If you have multiple PR mentions, you might want to create a dedicated page on your website to house all your media coverage. Link this page from your homepage.
Example: “Check out our recent press coverage [here]” with a link to your media page.
Add Buttons or Text Links: For a more seamless experience, add buttons or text links in your ‘Featured In’ section that direct visitors to the full articles.
Example: “Read the full feature in The Independent.”
Pro Tip:
"If you’re just starting out and don’t have a lot of PR mentions yet, even one media feature can be enough to create a ‘Featured In’ section. As your business grows, you can continue to add to it."
By showcasing your PR mentions on your website, you not only amplify your exposure but also create a sense of credibility that can help convert new visitors into customers. It’s an easy, low-cost way to maximise the impact of your media coverage.
Step 5: Integrate PR into Testimonials and Case Studies
Combining your PR mentions with customer testimonials and case studies is a powerful way to build trust and credibility. When potential customers see that you’re receiving positive attention from both the media and real customers, they’re more likely to trust your business and take action.
Add PR Mentions to Your Testimonials
Testimonials are a valuable tool for small businesses, but you can take them a step further by weaving in your PR coverage. This will show new customers that not only do your existing clients love your products or services, but respected media outlets do too.
Example:
Let’s say a local newspaper wrote a glowing review of your café’s new brunch menu, and you also have a customer who left a testimonial about how much they enjoyed the experience. You can combine these by adding a line from the article into the testimonial.
Step-by-Step:
Identify Relevant Testimonials: Look through your existing testimonials and find ones that align with the PR coverage you’ve received.
Example: If a customer praises your customer service, and a journalist also highlighted this in an article, you can merge the two.
Incorporate the PR Mention: Add a snippet from the PR article to the testimonial.
Example: “I’ve always loved their brunch menu, but the new options are incredible! The Daily Times agrees, calling it ‘one of the best brunches in town’.”
Update Your Website or Marketing Materials: Once you've combined the testimonial with the PR mention, update the relevant sections on your website, email newsletters, or any promotional materials.
Create Case Studies That Include Your PR
Case studies are a great way to showcase your success stories, and including PR mentions within them adds an extra layer of credibility. They help potential customers see the real-world impact of your products or services, backed by media validation.
Example:
If you run a graphic design business and a well-known design blog featured your work on a recent project, you could create a case study around that project, incorporating both the client’s feedback and the PR mention.
Step-by-Step:
Choose a Relevant Project: Pick a project or success story that was mentioned in your PR coverage. Focus on a client who has given you positive feedback.
Example: A case study about how you helped a local business rebrand their store, which was featured in a business magazine.
Include PR Quotes: When writing the case study, include quotes or excerpts from the PR coverage alongside the client’s feedback.
Example: “Our work on the rebranding was described by Design Monthly as ‘bold, creative, and reflective of modern trends,’ and our client, [Client Name], was thrilled with the results.”
Show the Results: Highlight both the media attention and the tangible outcomes for your client. This can include increased sales, customer satisfaction, or improved brand image.
Example: “Following the rebrand, [Client Name] saw a 30% increase in foot traffic, and our work was praised in Design Monthly for its modern aesthetic.”
Pro Tip:
"Even if you don’t have a formal case study, you can create short success stories for your website or social media that integrate client feedback with your PR mentions."
By integrating your PR mentions into testimonials and case studies, you create a strong, credible narrative around your business that shows potential customers why they should choose you. It’s an easy way to amplify your media exposure while building trust and driving new customer engagement.
Step 6: Build On Your PR with Follow-Up Coverage
Getting your first bit of PR coverage is a great achievement, but you can amplify its impact by following up with journalists and sharing updates about your business. Consistently staying on their radar helps build relationships and keeps the media interested in your story, leading to more opportunities for exposure.
Send Updates to Journalists
Once you've been featured in the press, don’t let the relationship with the journalist end there. Keep them informed about your business’s progress or any interesting developments. Journalists appreciate updates, especially if they can turn it into a fresh story.
Example:
If your local shop was featured in a community newspaper after its grand opening, and you’re now launching a new product range or offering a special event, reach out to the same journalist to share the news. This could result in a follow-up story.
Step-by-Step:
Keep Track of Your PR Contacts: Make a simple list of journalists or media outlets that have previously covered your business.
Example: You might have been featured in a local lifestyle magazine or online blog. Record their contact details for future reference.
Send a Polite Update: Write a brief email to the journalist, thanking them again for the previous coverage, and let them know about your new developments.
Example: “Hi [Journalist’s Name], I wanted to thank you again for featuring us in [Publication Name]. We’re excited to let you know that we’ve just launched a new range of eco-friendly products, and we thought it might be of interest to your readers.”
Offer a New Angle: Suggest how the update could turn into a fresh story.
Example: “With the growing demand for sustainable products, we believe this new range could offer an interesting follow-up on how small businesses are adapting to customer preferences.”
Keep It Short and Professional: Journalists are often busy, so keep your email concise and to the point.
Share New Developments
Beyond direct updates to journalists, you can use your ongoing PR coverage to keep your audience informed about exciting changes in your business. This helps to build trust and creates more opportunities for engagement with your customers.
Example:
If you’ve recently been featured in a business magazine and are now expanding your services or products, use that media momentum to share the news on social media, through email newsletters, or on your website.
Step-by-Step:
Identify Your Key News: Focus on what’s new or interesting about your business since the last time you were featured in the press.
Example: You may have introduced a new product line, hosted a charity event, or opened a new branch.
Create Engaging Content: Share this news with your audience in a way that builds on your previous PR coverage. You could reference the original article and link it to the new development.
Example: “As featured in Business Weekly, we’ve been expanding our range of vegan treats. Now, we’re proud to announce the launch of our new gluten-free options – a perfect addition to our growing menu!”
Use Multiple Channels: Amplify your updates by sharing them on your social media, in your email newsletter, or even in another blog post or case study.
Example: “Check out our latest article in Business Weekly where we talk about our new product launch – and stay tuned for more exciting developments!”
Pro Tip:
"Keep a friendly and professional relationship with journalists by sharing relevant updates every few months. Not every update needs to be a full story, but keeping them in the loop ensures your business stays top of mind when they’re looking for future content."
By building on your initial PR coverage with follow-up updates, you keep your business in the spotlight and increase your chances of gaining ongoing media attention. This strategy not only amplifies your exposure but also helps strengthen your credibility in the eyes of your customers and potential clients.
Step 7: Engage with Customers Who Discover You Through PR
Once your business has received PR coverage, you may start attracting new customers who found you through those mentions. It’s essential to engage with them personally and reinforce the positive messages they’ve seen in the media. Building these relationships will help turn curiosity into loyalty, fostering trust and encouraging word-of-mouth referrals.
Respond Quickly and Personally
When customers reach out after discovering your business through PR, it’s crucial to respond promptly and with a personal touch. Quick, thoughtful responses show that you value their interest and are committed to excellent service.
Example:
If a potential customer messages you on social media after reading about your new café in a local newspaper, responding quickly and personally can make a huge difference in their perception of your business.
Step-by-Step:
Monitor Your Channels: Keep an eye on all your communication platforms—social media, email, and phone—so you don’t miss any inquiries.
Example: Set up notifications for messages on Instagram and Facebook if these are platforms your customers use often.
Respond Promptly: Try to respond to inquiries within 24 hours, if possible. A quick reply shows professionalism and care.
Example: If someone comments on a Facebook post about the article they read, reply with something like, “Thanks so much for reading! We’d love for you to visit us and try our new menu.”
Personalise Your Responses: Address customers by their name and refer to the specific article or feature that brought them to you.
Example: “Hi Sarah, we’re thrilled you found us through the article in The Local Food Guide! We’d love to welcome you to our café—let us know if you have any questions about our menu.”
Show How You Deliver on What Was Covered in the Media
Customers who have read about your business in the media come with certain expectations. It’s important to show that the positive things they’ve read or seen are true in practice. Reinforce the messages from the PR coverage by delivering an experience that matches—or exceeds—their expectations.
Example:
If an article praised your small boutique for offering personalised customer service, make sure every new customer feels that personalised touch when they visit your store or contact you online.
Step-by-Step:
Remind Customers of the PR Mention: When engaging with new customers, subtly remind them of what was said about you in the media.
Example: “We were recently featured in Fashion Weekly for our commitment to helping customers find the perfect outfit. Let us know if you need any help choosing the right item!”
Exceed Their Expectations: Go the extra mile to ensure their experience reflects what they’ve read in the media. This could mean offering personalised recommendations, responding quickly to online inquiries, or making their visit memorable.
Example: If your bakery was recognised for its customer service, offer to customise an order or give a free sample when a new customer visits.
Encourage Feedback: After serving customers, ask them how their experience was. This will help you gauge if your service aligns with the positive messages from the media and give you opportunities to improve.
Example: “We hope you enjoyed your time with us! If you found us through our feature in The Daily Times, we’d love to hear how your experience matched up.”
Pro Tip:
"Consider offering a small incentive for customers who mention they found you through PR, such as a discount or a free gift. This shows appreciation for their interest and encourages repeat business."
By responding quickly and personally, and delivering on the promises made in your PR coverage, you create a seamless and positive experience for new customers. This helps to build trust, start meaningful conversations, and turn one-time visitors into loyal supporters.
Conclusion: Turning PR Exposure into Long-Term Growth
Amplifying your PR exposure is more than just a short-term boost—it's a long-term strategy for building trust and growing your customer base. By following the steps outlined in this guide, you can ensure that every piece of media coverage your business receives works harder for you. Whether it's through social media, email newsletters, or personalised customer interactions, you now have the tools to turn your PR mentions into powerful marketing assets.
The key to success lies in consistency and authenticity. Keep engaging with your audience, share your media wins regularly, and reinforce the positive messages from your PR coverage. As your business continues to grow, your ability to leverage PR will not only enhance your credibility but also foster loyal relationships with your customers.
By applying these simple, low-cost strategies, you’ll transform your PR exposure into a cornerstone of your business’s growth. With each new media mention, you’ll be equipped to amplify its impact, build trust, and drive customer engagement for the long term.