The Ultimate PR Toolkit for Small Business Owners

Public relations (PR) can often feel like a luxury reserved for big brands with deep pockets. But the truth is, with the right tools and the right strategy, small business owners can wield PR just as powerfully, and sometimes, even more authentically.

For small business owners, investing in smart PR strategies can be the most cost-effective way to build brand awareness, increase credibility, and attract customers without spending a fortune. Whether you’re looking to boost your brand’s visibility, launch a new product or service, leverage content to drive leads, manage brand reputation or connect with media and influential voices at a local level, investing in a PR program doesn’t need to break the bank. If you are considering bringing on a partner/agency, it’s ok to start small and ask them if they are open to scaling with you and your budget.

Recognizing the challenges and budget constraints most small businesses face, Bubblegum Canada has designed several comprehensive packages designed to put you into the driver seat, featuring a pricing model that offers customized and pre-packaged programming at any investment level.

Let’s get started! Here’s what to include in your first PR Toolkit to build buzz, win headlines, and grow your brand. 

1. Clear Messaging Map: Your Brand's North Star
   
   Before you say anything publicly, get clear on what your brand stands for. Create a messaging map that outlines:
   
   - Your elevator pitch
   - Key brand values
   - Proof points (e.g. customer success, certifications, awards, impact…)
   - Calls-to-action (what do you want people to do after they hear from you?)

2. Media List: Your Contact Rolodex
   
   A strong media list helps you target the right journalists, bloggers, and influencers. It should include:
   
   - Names and roles
   - Outlet and contact info
   - Beat or area of coverage
   - Notes on tone, audience, or previous stories they’ve covered
   
   Tip: as some of these media database management systems can be costly, look for a partner that has invested in programs such as Muck Rack, as this will grant access while mitigating the cost for you. Alternatively, check with your local BIA to see if another small business might be interested in collaborating and splitting costs.
   

3. PR Calendar: Plan for Momentum
   
   Map out key dates, seasonal campaigns, product launches, or local events that may be media-worthy and timely for pitching a story about your brand. Stay proactive, not reactive, and keep an eye on the headlines for relevant “newsjacking” opportunities where you/your brand can offer insight on existing conversations.
   
   Your PR calendar should include:
   
   - Monthly pitch themes
   - Local/national awareness days
   - Launches and Event milestones
   - Internal news like partnerships, awards, or anniversaries
   - Considerations for outlet editorial plans. TIP: Magazines run on a much longer (3-4 month in advance) lead time, so be sure to reach out well in advance
   

4. Press Kit: Make It Easy to Cover You
   
   A digital press kit saves reporters time and makes understanding and sharing your brand’s story seamless. It should include:
   
   - Company backgrounder
   - Leadership bios + headshots
   - Logos and product photos
   - Recent media coverage
   - Key contact info
   

5. Media Pitch Templates: Personalize at Scale
   
   You don’t need to reinvent the wheel every time you pitch. Start with a strong template to help streamline your process, then tailor each one accordingly, adding in relevant facts to remind the media why they should be covering your news.
   
   Every pitch template should include:
   
   - An eye-catching subject line
   - Relevant hook (why now?)
   - Personalization (why them?)
   - Quick story summary
   - Key stats to support (if applicable)
   - Offer to interview or provide visuals
   

6. Monitoring Tools: Track Your Buzz and Your Competition
   
   Know when people are talking about you—and what they’re saying.
   
   The following things should be monitored for to gauge the success of the content you are distributing:
   
   - Media coverage 
   - Online mentions and sentiment 
   - Competitor news and share of conversation
   - Industry trends
   

7. Content Bank: Fuel Your PR Engine
   
   You need stories to tell. Create an evergreen bank of ready-to-go info/assets to support story development throughout the year:
   
   - Testimonials or case studies
   - Stats and data
   - Founder story
   - Photos or videos
   - Product benefits and differentiators
   

8. Social Templates: Amplify Your Credibility
   
   Every time you land coverage, repurpose it. Share your stories on social media, link it in newsletters, and feature it on your website.
   

Public relations doesn’t have to be overwhelming or expensive. Look for a partner that gets your brand voice and is aligned with growing with you.

At Bubblegum, we match a budget to every size client. From templates to get you on the right track, always leaving you in the driver’s seat, to full scale, 360-degree programs that leave no stone unturned. With the right tools, even solo entrepreneurs can run powerful PR campaigns that get noticed. The key is remembering that you don’t need to be everywhere. You just need to be in the right places, telling a consistent and compelling story. Good PR doesn’t just get people talking. It gets the right people to take notice. Start small. Build relationships.

Ready to get started? CLICK HERE.