Public Relations, often only referred to as PR, is something that small businesses can neglect. Not because they don’t execute certain tasks, but because it isn’t a consistent priority. That is exactly what Crystal Raman, Founder and Director of sPRead communications, shares with SMEs.
PR is all the efforts that a business makes to manage its relationships with “the public”. This includes social media engagement like responding to comments, answering questions in videos, or resharing user-generated content, e-mail marketing, such as communicating directly with your subscribers, and community relations, such as hosting or sponsoring events and equipment, and in the most unfortunate instances, it’s crisis management.
By listing the activities that you already do so naturally in your business, like answering comments on your social media post about where a follower can find your new product release, you realise that PR is something that you are including in your marketing mix. So what do small business owners miss? According to Raman, it’s consistency – something that even big brands sometimes miss. “Small businesses can benefit most from consistently showing up with clear messaging, a strong sense of why they exist, and confidence in the strength of their product or service,” she explains. “PR and marketing are long-term investments that take time to build credibility, awareness, and trust, rather than quick wins. One or two campaigns within the media or with creators will not result in a one-hit wonder.”
Consistency is Key, Even on a Budget
Entrepreneurs can achieve a lot simply by being consistent in their approaches. This can mean planning months ahead on how to become involved in your community, and how to keep sharing that with the public.
For instance, a business owner can take a look at the public relations activities, such as sponsoring new water bottles for the local school sports team (if this is the type of messaging that aligns with your brand messaging). Not only does this create great brand visibility by having your logo on objects that travel to various other schools, but it also builds brand awareness as a whole. The cost of the charitable action can be small in relation to the overall benefit of the exercise.
From this one example, a business can then continue to approach the local newspapers and radio stations to cover this story. Next, you can share information about why you decided to become involved in your community in this way through an e-mail to your subscribers. This, in turn, can either link back to your blog where you write about the value your actions are bringing to the community, and adds that readers can look at the pictures on your social media. All these activities (not counting the small initial donation/sponsorship) only cost your time. It proves that if you are a small business that doesn’t have a big budget for PR and marketing, you can still leverage public relations effectively.
Raman recommends that, with a small budget, you start on a trade exchange basis and focus on working with nano creators and influencers. “While they may not have millions of followers, they often have strong engagement, are more accessible, and their content resonates deeply with their audiences. If there is no budget to appoint a consultant or PR agency, consider partnering with a consultant on a trade exchange agreement where services are exchanged. This still allows for strategic guidance while keeping costs manageable.”
Public relations, and by extension managing your reputation, is indispensable for SMEs. “For smaller businesses, every customer interaction and every mention, online or offline, carries significant weight. Reputation management directly influences profitability as positive perceptions build trust, encourage repeat business, and drive referrals, while also helping brands stand out in competitive markets.
“Negative impressions, on the other hand, can quickly impact sales and limit growth. For SMEs, investing in reputation management is not just about image; it is a strategic way to protect and grow the business,” she adds.
Gain a Competitive Advantage
Raman advises entrepreneurs to gain market share by partnering with a PR consultant or agency that strategically vets the right fit creators or publications who can act as credible third-party brand advocates, provided there is an authentic alignment with the business. “This approach allows brands to extend their presence beyond their own platforms and tap into trusted audiences, creating a competitive advantage through credibility and visibility that feels organic rather than forced.”
Keep Trends to Keep in Mind
In 2026, there are a few trends to look out for. “We may see a stronger shift towards purpose-driven brands, with consumers and communities increasingly expecting businesses to show real impact through CSI initiatives, sustainability, or social responsibility,” she elaborates. “This is not just about doing good, but about building trust, loyalty, and long-term brand value.”
She also explains that on the influencer side, the focus may move from broad reach to more strategic, niche partnerships. “Micro and nano influencers can deliver highly engaged audiences when paired with thoughtful, well-placed campaigns. SMEs that align their purpose with authentic influencer storytelling may not only increase awareness but also drive more meaningful engagement and results.”
Lastly, Raman points out that owned channels may deliver a higher impact to businesses. “While traditional interviews and media features remain valuable, founders may find greater impact through owned channels such as LinkedIn, newsletters, and podcasts, where they can control the narrative and build long-term trust with their audience.
“Founder-led visibility puts a face, story, and values behind the brand. By maintaining a consistent and authentic presence, founders can strengthen trust with customers, partners, and the media, while also supporting profitability through stronger brand recall, influence on purchase decisions, and access to new opportunities,” she concludes.
By leveraging owned channels and strategically weaving public relations efforts into your existing marketing mix, business owners can benefit from these actions. These benefits not only translate into profit, but also brand loyalty and trust forged between the customer and the business. Whether you are a micro business or a medium-sized enterprise, effectively using PR is possible.
