Ruth Furman, the founder of ImageWords Communications, recently shared her marketing insights on the Actionable Marketer podcast, hosted by Kri Edholm. During the episode titled “The Untapped Power of PR,” Furman discussed the various opportunities that PR coverage can bring to small businesses. She emphasized how PR can help improve website SEO and build brand awareness, ultimately reaching a larger audience.
Expanding Online Presence with PR
One key takeaway from the conversation with Furman is the importance of expanding one’s online presence beyond just social media. By utilizing PR strategies, businesses can effectively reach a wider audience and increase their visibility in the market. According to Edholm, reaching out to experts like Furman to understand the PR and media options available can lead to quicker recognition and success for small businesses.
Tips for Starting Out with PR
Furman provided valuable tips for businesses looking to venture into PR outreach. Firstly, she recommended having a website and digital assets such as videos on platforms like YouTube to establish credibility with the media. Additionally, discussing preferred topics with a PR professional can help tailor pitches and press releases to showcase the business’s expertise effectively. Furman also advised businesses to write a recap blog after media coverage and share it on social media to amplify their reach.
Recognizing the Newsworthy Aspects of Your Business
Furman highlighted the importance of recognizing the newsworthy aspects of one’s business and expertise. Many business owners underestimate the value of their knowledge and think that their stories are not of interest to the public. However, Furman emphasized that there is inherent value in sharing one’s expertise, as people are eager to learn from industry experts. By acknowledging the significance of their business story, entrepreneurs can leverage PR to showcase their unique offerings and connect with a broader audience.
Utilizing PR Services for Effective Outreach
Furman’s expertise in PR outreach extends to working with businesses on a project basis or through monthly retainers. She emphasized the time-consuming nature of PR outreach for those who are not well-versed in media relations, making professional assistance invaluable for maximizing opportunities. By engaging with a PR pro, businesses can navigate the complexities of media coverage more efficiently and effectively, ultimately enhancing their brand presence and recognition.
Incorporating Digital Assets for Enhanced Visibility
In today’s digital age, leveraging digital assets such as videos, blogs, and social media posts is crucial for enhancing visibility and engagement. Furman advised businesses to share their media coverage and digital assets on social media platforms, utilizing tags of the station, sources mentioned in the story, and journalists involved. By strategically sharing content and engaging with various platforms, businesses can broaden their reach and attract a more diverse audience interested in their offerings.
Case Studies: Real-Life Examples of PR Success
To illustrate the impact of effective PR strategies, Furman shared case studies of businesses that have successfully leveraged PR to elevate their brand presence. By showcasing real-life examples of businesses that have achieved tangible results through PR outreach, Furman demonstrated the potential benefits of incorporating PR into a comprehensive marketing strategy. From increased website traffic to enhanced brand recognition, these case studies highlighted the transformative power of PR in driving business growth and success.
Conclusion
In conclusion, Ruth Furman’s insights on the Actionable Marketer podcast shed light on the untapped potential of PR for small businesses. By recognizing the value of their expertise, businesses can leverage PR strategies to enhance their online presence, build brand awareness, and connect with a broader audience. With the guidance of PR professionals like Furman, businesses can navigate the complexities of media relations and maximize opportunities for growth and success in the competitive market landscape.
