The Power of Purpose-Driven PR
Don’t just share what you’re good at. Show the good you are doing.
You own a small business or run marketing on a shoestring budget, and I get it. You wear a million hats, juggle a thousand tasks, and constantly worry there aren't enough hours in the day. Marketing and PR can easily end up on the back burner, especially when you're laser-focused on keeping the lights on.
But here's the thing: PR, especially PR that showcases the good you're doing in the world, is more important than ever for small businesses today. Let me explain why.
Why You Should Care About Purpose
We've all heard the saying, "People don't care how much you know until they know how much you care." Well, that applies to your business too. Consumers today are bombarded with choices. They want to support companies that share their values, and that are making a positive difference. Consider these statistics: When a company leads with purpose, respondents were 78% more likely to want to work for that company; 76% more likely to trust that company; 72% more likely to be loyal to that company; 70% more likely to defend that company if someone spoke badly of it and 72% more likely to forgive that company if it makes a misstep (Porter Novelli’s 2021 Purpose Perception Study per engageforgood.com). Maybe you're thinking, "Sure, that's great for Patagonia, but my little bakery can't save the world." But that's not the point. Every small business has the power to do good. Are you using local, organic ingredients? Do you donate leftover bread to organizations in need? Highlight these things! And by highlight, I don’t mean hiding them on your careers page. Let others see the good you do.
But Who Likes a Braggart?
Nobody does. But this isn’t about bragging. This is about sharing what matters to you in a way that compels others to come alongside in support - of your cause and your brand. Your cause is something that makes the world a better place, and it’s expected by more and more consumers today that you are making a difference, and not just peddling wares.
How to Share Your Purpose
Ok, so you're convinced. You want to shout your good deeds from the rooftops. But how? Here are a few tips to keep in mind:
Find your cause: What are you passionate about? What social issue genuinely connects with your business? Don't just pick a random cause because it sounds good.
Be authentic: People can sniff out phonies a mile away. Make sure your chosen cause is a true fit for your brand and something you're truly committed to.
Show, don't tell: Don't just say you care. Show it! Share stories about how you're making a difference. Partner with local organizations. Get your team involved in volunteer work.
Weave it in everywhere: Your purpose should be a thread that runs through everything you do, from your website to your social media to your customer interactions.
A Small Business Making a Big Impact
Imagine a floral farm that is passionate about environmental sustainability. Their flowers are grown organically & sustainably, and are only used for local events and weddings to assure the freshest blooms for local customers. Their passion and purpose are noted throughout their website and social media right alongside captivating photos of the beautiful blooms, which are also available for honor-system U-pick. And guess what? People love it! They appreciate the farm’s commitment to the environment, making them feel good about supporting the business.
The Bottom Line
Traditional PR can feel impersonal and expensive. But purpose-driven PR is different. It's about connecting with your community, making a difference, and building relationships. It's about showing people that you care, not just about your bottom line, but about the world we all live in.
Your Turn:
What are some specific examples of how your business has successfully shared your purpose through PR efforts?
Where can you begin to tell the story of your why and how you impact community?
What are you waiting for? Start thinking about your purpose today. It might just be the thing that takes your small business to the next level.
LEARN HOW MIXED MEDIA PR CAN HELP YOU DEVELOP SOLID COMMUNICATIONS AND PR STRATEGY FOR YOUR PURPOSE-DRIVEN BUSINESS.
