Busting The PR Myth: How To Position Your Small Business for Lasting Success

Let’s face it—“PR” has become something of a buzzword. Too many small businesses hear “PR” and think it’s all about sending out press releases, hoping for a big media splash, or simply getting their name “out there.” But here’s the thing: visibility without a strategy is just noise.

So what’s the real deal with PR? It’s not just about catching eyes and racking up headlines.

It’s about strategically positioning your small business so you can build authority, shape perceptions, and ultimately grow. Here’s what that looks like in practice:

PR Is NOT Just Press Releases

Yes, a press release can be a handy tool in your kit, but it’s not the entire toolbox. Press releases alone don’t guarantee meaningful coverage or that you’ll connect with the right audience at the right time. You might spend a lot of time writing and distributing releases that never see the light of day—or that see the light of day but go unread by the people you want to reach.

PR Is NOT Just Media Coverage

Landing in a newspaper or on a popular blog can feel like a significant win. And sometimes it is! But by itself, coverage in the media doesn’t guarantee your small business will be perceived in the way you want.

If your news story or interview doesn’t align with your overarching message or values, it could muddy your brand’s reputation. So, while a media mention can be helpful, it’s only a piece of a bigger positioning puzzle.

PR Is NOT Just About Getting Your Name “Out There”

Sure, recognition matters. But if you’re recognised for the wrong reasons—or by the wrong audience—that name recognition doesn’t contribute to your business goals.

Visibility is meaningless if it doesn’t translate into a genuine connection with your target market. You need a straightforward narrative and strategy behind every post, quote, and interview so your message truly resonates.

So, What Is Effective PR?

Effective PR is about positioning—and that begins by asking: “What do I want my audience to think and feel when they hear my business name?”

• It’s about owning your narrative. If you don’t define your story, someone else will. By crafting your story around your business values, the problems you solve, and the unique strengths you bring to the market, you stay in control of how people perceive you.

• It’s about building authority, not just awareness. Anyone can shout louder, but if you want to stand out as a trusted leader, you need consistent messages that showcase your expertise and strengthen your credibility.

• It’s about shaping perceptions, not just headlines. Media hits can draw attention, but to make that attention count, you need purposeful content and a plan for how you’ll leverage that coverage. Perception is everything in business—so a solid PR strategy ensures that your reputation remains strong and positive long after the headline fades.

The Power of Brand Journalism

You might wonder, “How can I start building a PR approach beyond press releases and one-off media mentions?” This is where brand journalism comes in.

Brand journalism focuses on consistent, credible storytelling. It’s about publishing content—articles, videos, podcasts, email newsletters—that inform, engage, and highlight your brand’s personality. Rather than relying solely on media gatekeepers, you become your own publisher. Here’s why that matters:

1. Consistency: By regularly sharing updates, insights, and behind-the-scenes stories, you create an ongoing conversation that keeps your audience engaged.
2. Credibility: When your audience sees you sharing quality, informative content, they begin to trust you as an authority in your field.
3. Alignment: All content you create can be tailored to your audience’s needs and aligned with your overall business goals. This means your brand narrative stays on track—no mixed messages, no confusion.

How to Get Started with Brand Journalism

1. Define Your Story: Start by outlining the key themes you want to cover—these might be your brand values, the unique pain points you solve, or industry knowledge you bring to the table.
2. Choose Your Channels: Whether it’s your blog, social media platforms, or email newsletter (ConvertKit is a great tool for this!), decide where you’ll share your content for maximum impact.
3. Plan and Publish Consistently: A consistent publishing schedule signals reliability. People know when to expect new content and begin to look forward to it.
4. Engage & Interact: Encourage feedback, ask for comments, and respond to questions. By engaging in two-way conversations, you strengthen the relationships that matter most.
5. Measure & Optimize: Track engagement, shares, and conversions. Then use those insights to refine your approach and create even more powerful content.

Final Thoughts

PR is often misunderstood as a quick way to “get your name out there.” But real PR is strategic, story-driven, and focused on building authority.

It’s about showing people who you are, what you stand for, and why they should trust you. By taking a brand journalism approach, you can share consistent, credible content that resonates with your audience—every single time.

So, forget chasing one-off media mentions or rushing press releases. Instead, take control of your narrative and watch your small business grow as an authoritative, trustworthy brand that people can’t help but talk about (in all the right ways).