The 5 PR Mistakes Small Businesses Make (And How to Fix Them)

As a freelance PR and marketing consultant, I work with many small and medium-sized businesses (SMEs) who want to raise their profile but aren’t sure where to start. PR can feel intimidating, but avoiding a few common mistakes can make a huge difference — not just for visibility, but for building trust and growing your business.
Here are the five most common PR mistakes SMEs make — and how to fix them:
 
1. Ignoring Social Media Engagement
Many SMEs think posting content is enough. The reality? Social media is a two-way street. Simply broadcasting your messages won’t create connections or loyalty.
Fix it:

• Respond to comments and messages promptly
• Engage with other businesses, local partners, and industry influencers
• Share behind-the-scenes content or customer stories to humanise your brand

 
2. Sending Generic Press Releases
Mass-distributing generic press releases is a classic mistake. Journalists and editors get dozens every day, so your news needs to stand out.
Fix it:

• Tailor your story to each journalist or publication
• Highlight what’s unique about your business
• Include clear, concise contact info and high-quality images

 
3. Overlooking Local Partnerships
SMEs often underestimate the value of working with local businesses, charities, or community groups. These partnerships can be a goldmine for press coverage, social content, and customer engagement.
Fix it:

• Collaborate on events, competitions, or campaigns
• Cross-promote each other on social media
• Use joint initiatives to create newsworthy stories for local media

 
4. Not Leveraging Customer Testimonials
Your customers are your best advocates, yet many businesses fail to use their positive experiences as PR content. Testimonials, case studies, and reviews can enhance credibility and attract media attention.
Fix it:

• Ask satisfied customers for quotes or short video testimonials
• Highlight these stories on your website, social media, and press releases
• Use them to demonstrate real results and impact

 
5. Failing to Track Results
PR without measurement is like sailing without a compass. If you don’t know what’s working, it’s impossible to improve.
Fix it:

• Track social media engagement, website traffic, and media coverage
• Set measurable goals for each campaign
• Adjust your strategy based on the insights you gather

 
Final Thoughts
PR doesn’t have to be overwhelming. By avoiding these common mistakes and implementing simple fixes, SMEs can build credibility, increase visibility, and attract the right audience — without wasting time or budget.
If you’d like a helping hand with your PR strategy, get in touch — I specialise in helping SMEs make their mark, even with limited resources.

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