4 Reasons Small Businesses Shouldn’t Ignore PR — Especially Now

When you’re running a small or solo business, PR can feel like a “nice to have” — something you’ll think about later, once you’re “bigger.” I totally get it. 

But the truth is: now might be exactly the right time to consider PR.
And not just because it helps with visibility, but because it builds trust, credibility, and long-term momentum in ways ads and AI simply can’t.

Let’s get into why:

1. PR Builds Trust – Something ChatGPT Can’t Do For You

We’re in a “trust recession.” 

According to the 2026 Edelman Trust Barometer, 70% of people surveyed were unwilling or hesitant to trust someone with different values, facts, problem-solving approaches or cultural background. 

Trust in our institutions – and our businesses – has been sinking over the years. AI is producing content at scale (and let’s be honest, a lot of it is pretty terrible), audiences are more skeptical than ever, and people are asking more questions and requiring more touchpoints before they buy:

“Is this business the real deal — and can I trust them?”

When I’m considering handing over my hard-earned cash to a business that’s new to me, I want to know who’s behind it, what their track record is, and what others are saying about them.

I look at reviews. I might look to see who the founder is and read their bio. I scan for media mentions or some sort of third-party validation. I look for any red flags – such as a complete lack of any human feel to their site. 

This is where PR can play a role.

A few examples of PR-driven “trust signals”:

• Expert commentary from a business owner or founder featured in an article or interview
• Founder or CEO interviews
• Product reviews
• Thought leadership shared by a founder or owner via a contributed article or op-ed
• Awards

When a journalist or trusted third-party outlet features your business, it sends a powerful signal: this brand is legit. No ad or bland AI-generated content can replicate that kind of trust. 

2. PR Helps You Be Found (In Google and AI Search)

PR doesn’t just help with visibility. It helps with discoverability.

Earned media has always positively impacted traditional Google search results. But increasingly, it also impacts AI-powered search and recommendations. In fact, according to Muck Rack, a whopping 82% of all AI citations come from earned media sources. 

So when people use AI tools like ChatGPT, Claude, or Gemini to ask questions or look for recommendations, those systems rely heavily on resources such as news sites, third-party blogs, and industry trade publications when serving up answers.  

If you want your business or expertise to surface in AI-driven search results, which is how more and more people are searching for information these days, you should consider PR. Because if you’re not showing up in earned media, you may be invisible in the places people are increasingly looking for answers. 

3. PR Supports Your Marketing…Without Constant Ad Spend

As a small business, your marketing budget is precious. It’s not always realistic (or sustainable) to pour money into ads month after month.

PR works differently. Yes, it requires time, effort and manpower. But for a small business owner or new founder, sometimes finding that extra manpower is more realistic than finding dollars. 

Not only that, its impact compounds. A single piece of media coverage, a local TV segment, or an expert quote in an article can:

• Drive traffic
• Boost trust and credibility
• Help with search
• Put you on the radar of new customers, potential strategic partners or other media

All without paying per click or buying ad space. 

And here’s something many business owners don’t realize: reporters are actively looking for small business owners to use as story sources.

I follow MANY journalists online, and their story source requests aren’t just for celebrities or CEOs of big companies. They’re looking for small and independent business owners. Think interior designers, yoga instructors, plumbers, career coaches, realtors…you get the idea. The opportunities are out there if you know where to find them. (I’ll get into that in a future blog post.) 

When people see you quoted or featured, they begin to associate your name with authority and expertise. PR signals that you’re the real deal.

4. PR Future-Proofs Your Brand (And Prepares You For Crisis)

As your business grows, so does your visibility. I hate to break it to you, but not all of that attention will be positive. So one of the best things you can do is build your foundation early. 

Building a solid PR foundation means:

• Building trust with your audience
• Building relationships with journalists and other influencers in your industry
• Establishing a clear story and messaging before something goes wrong

If you ever face criticism, negative feedback, or a true crisis, it is FAR easier to navigate when some level of trust and goodwill already exists. Your customers, media friends, and other stakeholders are much more likely to give you the benefit of the doubt if you have previously earned their trust. 

The best time to manage and shape your reputation is before something bad happens. 

Final Thoughts

I guess what I want to emphasize here is that PR isn’t some kind of mysterious wizardry that is reserved for big brands with deep pockets. Trust me, I’ve worked for brands of all sizes over the years, and I see a ton of opportunity and benefits for solo and small businesses these days. That wasn’t always the case. Technology and social media have made it easier to connect with journalists and influencers, and you don’t have to go through “gatekeepers” like PR agencies if you know what you are doing. Understanding the basics of PR can also help you in plenty of other areas of your business.   

While I am not going to tell you it is “easy,” PR can be one of the most powerful tools you have as a small business. It helps you build trust, credibility, and long-term value in a noisy, AI-saturated world. Even just a little bit of effort over a sustained period of time can help you build a great foundation of visibility for your business.