The PR Game Isn’t Just for Big Brands. Here’s How to Play It Too

If You Can’t Afford a Publicist, It Doesn’t Mean You Can’t Have PR

Let’s be honest many small businesses don't always see PR as a high-ROI investment. It feels abstract, a “nice-to-have” rather than a “must-have.” For some, it’s mistaken as a sales tool. For others, it's shoved right into general marketing. Public Relations is not a luxury. It’s a necessity for visibility, credibility, and long-term brand growth and you can start building  it without a massive budget.

First, Let’s Clear This Up: PR is Not Marketing. And It’s Not Sales.

Here’s a simple way to understand the difference:

1.Sales is focused on direct conversion (getting the customer to say yes and make the purchase)

2.Marketing is about promoting the product or service as well as packaging, pricing, campaigns, and driving traffic.

3.PR is about shaping the perception of your brand , earning trust, building reputation, and staying top of mind even when people aren’t buying yet.

PR creates the “why you” in the customer’s mind. It builds credibility before the marketing starts and supports the sale after it ends. You don’t control PR the way you control marketing. You influence it by showing up, telling your story, and getting people talking about your business in a positive way.

Here’s what they don’t tell you. Be Your Own Publicist

If you can’t afford a publicist, that doesn’t mean you can’t do PR. You just need to shift your approach and tap into what’s already available:

-Go live on TikTok or Instagram and talk about your journey and show your process. 

-Start a podcast or pitch to be interviewed on one. 

 -Connect with community radio, local bloggers, or online magazines. 

 -Attend events where your dream clients or partners are. 

-Host small gatherings, workshops, or pop-ups. 

-Be intentional with your posts. Every piece of content can open doors. These are not just visibility tactics. They are public relations in action. 

Why PR Matters (Even If You're Small)

PR is what helps people trust you before they meet you. It’s what turns strangers into supporters and supporters into evangelists. Marketing can get you noticed. Sales can bring in revenue. But PR? PR builds reputation, relevance, and relationships which are really the backbone of any long-term business success.

A Reminder for Every Small Business Owner:

You don’t need a five-figure agency to build your brand. You just need to show up with purpose, be consistent, and use the tools in your hands. So if you’ve been waiting to get your PR sorted when your business grows or your income increases start now, with what you have. You can be your own publicist until you can afford one

Visibility isn’t vanity. It’s a strategy.