Small Businesses Gain a Powerful New Tool: Public Relations as a Marketing Strategy

Lake Jackson, TX – August 28, 2025 – Public relations (PR) is no longer just for big corporations. Small businesses can now leverage PR as a cost-effective, credibility-building marketing tool, according to a newly released guide by Harold Nicoll, APR, a public relations and marketing professional with decades of experience.

Small Businesses Gain a Powerful New Tool: Public Relations as a Marketing Strategy.

Small Businesses Gain a Powerful New Tool: Public Relations as a Marketing Strategy

The new resource, “How to Use Public Relations as a Marketing Tool for Your Small Business,” outlines how entrepreneurs can amplify their visibility, build trust with customers, and drive measurable results through earned media coverage, influencer engagement, and SEO-driven content.

“Advertising has its place, but credibility comes from coverage that isn’t paid for,” Nicoll said. “When a journalist, blogger, or podcaster features your story, it carries far more weight with potential customers. That kind of trust is priceless—and small businesses can earn it with the right PR strategy.”

Key Insights from the Guide

• Earned Media vs. Paid Ads – Research shows between 40–80% of news content is influenced by PR professionals. Unlike advertising, earned coverage is perceived as more credible because it’s driven by editorial judgment. It is also more memorable for the same reason.
• Visibility and Trust – Media exposure on respected outlets introduces businesses to new audiences and fosters long-term credibility. Articles, blog posts, and broadcast media can also be posted online to the website and social media for longer lasting benefits.
• Influencer Power – Once dismissed as a fad, influencers now command fees ranging from $100 per post for micro-influencers to $10,000+ for celebrities. Nicoll cautions small business owners to approach influencer deals with eyes wide open: “They expect to get paid—it’s not organic no matter how it may seem.”
• Storytelling Advantage – PR allows entrepreneurs to tell their unique origin stories, highlight community contributions, and showcase customer successes in a way ads simply can’t.
• SEO Integration – PR and blog content can work together to improve search rankings. Nicoll provides a detailed roadmap for linking press releases, blogs, and social posts into an “SEO flywheel” that drives sustainable online visibility.

A Practical Roadmap for Small Business Owners

Nicoll’s guide breaks PR down into actionable steps, from writing press releases and building media relationships to leveraging social media, managing reputation, and measuring results. He emphasizes that effective PR requires consistency and patience but pays off with long-term reputation growth and customer acquisition.

“Small businesses often believe PR is out of reach. It’s not,” Nicoll added. “Start small. Send one release. Reach out to a local blogger. These steps create connections, awareness, and trust—and that’s what builds businesses.”

About Harold Nicoll

Harold Nicoll, APR, is a public relations professional specializing in strategic communications, media relations, and marketing for businesses and nonprofits. He has led campaigns that earned coverage in or on The Wall Street Journal, CNBC, Fox & Friends, and local affiliates across Texas and the U.S. and foreign countries. Plus many trade publications dedicated to the chemical manufacturing industry, food processing, technology, local and national non-profit firms. Nicoll is also the publisher of Media-Public-Relations.com and founder of SwampButt Underwear, a men’s performance apparel company known for its humorous and innovative PR campaigns. Nicoll is accreditted to practice public relations by the public relations society of America (APR). He has an undergraduate degree in political science from the University of Houston and a master of strategic public relations from the George Washington University.