The Four C’s of Public Relations (And Where Small Businesses Should Start)

When most founders or business owners think about PR, they think about press releases.

Big announcements. Major milestones. Splashy media moments.

But public relations is much broader — and much more strategic — than that.

If you’re a solo or growing business owner, it can feel overwhelming to know where to start. What counts as PR? What’s worth your time? What should you focus on first?

I know it can be a lot. So instead of overcomplicating it, I like to break public relations for small businesses into four simple buckets. I call them The Four C’s of PR.

This framework helps you:

• Understand what PR actually includes
  
• See what’s realistic for your stage of business
  
• Decide where to focus first
  

Let’s break it down.

1. Communicating New News

This is what most people think PR is. You have news. You share it. 

That news could be:

• A new product or service launch
  
• A major hire or expansion
  
• A new partnership
  
• A funding announcement
  
• A big milestone like an anniversary
  

When you’re communicating your news, you might do something like write a press release or send a pitch to a reporter in hopes that they will cover your big news. You also might publish a blog post on your company website, send an email blast or share your news on social media.

It’s proactive. It’s about telling the world what’s happening inside your business. All good! 

But here’s the reality for most businesses: You don’t always have news!

That’s where people get stuck. They think, “Well, I don’t have a launch coming up or anything to announce, so I guess PR isn’t relevant right now.”

Not true. There are other aspects of public relations to consider. Such as….

2. Capitalizing on Existing News

This is actually one of the most important aspects of PR and communications, and one that will make a big difference to your visibility. 

Instead of waiting for internal news, you plug into conversations that are already happening and share your unique perspective.

That might mean:

• Commenting on industry trends
  
• Offering insight on breaking news
  
• Tying your expertise to holidays or seasonal moments
  
• Sharing your perspective on shifts in your space
  

Example:
You’re a party planner, and the Super Bowl is coming up. We know from experience that media outlets are going to write stories about Super Bowl parties, and they will want to get tips from experts. So….why not pitch yourself as an expert source to reporters covering Super Bowl entertaining trends? Or post an article on your blog about Super Bowl party tips?

I’ll give you another example….I had an employment attorney as a client during COVID, and her expertise became particularly relevant and valuable as companies dealt with sudden furloughs and a shift to remote working. We were able to seize the opportunity and secure opportunities for her to share her expertise with outlets such as Inc., Fast Company, U.S. News & World Report and NBC. Not only was it great visibility for her business, but we were able to help people navigate a very uncertain time.    

In this case, you’re not announcing anything about your business. You’re showing people you know what you’re talking about.

This builds authority.
It builds trust.
And it gives you a chance to keep your name in circulation year-round.

And for growing solo and small businesses, this type of PR – commonly referred to as “thought leadership” – is often the most sustainable starting point to building authority and visibility online. 

3. Create New News

This is where PR becomes more strategic — and more creative. (Note: this is not what I would consider “beginners” PR! But let’s talk about it.)  

Instead of waiting for news or reacting to it, you build something designed to generate attention.

That could look like:

• Conducting and publishing your own proprietary survey about a relevant industry topic
  
• Launching a charitable initiative
  
• Hosting a “media-worthy” signature event
  
• Creating a campaign built around a strong idea
  

The goal is simple: give people a reason to talk about you.

As I said, I consider this more of an advanced PR strategy and something you do once you have covered some other PR fundamentals. It takes time. It takes resources and budget. And it works best when you already have some clarity about your positioning and audience.

But it can be powerful, and done right, it can give you something ownable that delivers news value and visibility again and again. 

One of my favorite examples of this comes from a brand I used to work on years ago: Tide detergent. In the wake of Hurricane Katrina, Tide launched a cause program called Loads of Hope and built a mobile laundry truck that washed clothes for victims of natural disasters. Each time we deployed the truck to a region that had been impacted by a disaster, we were not only able to help people who had been affected and often displaced from their homes, but the media also covered the program and spread the word about what we were offering. 

Last but not least… 

4. Crisis Communications

This is the C you hope you never need — but must be prepared for.

Crisis communications often come into play when something goes wrong and threatens your reputation or operations. It could be something like:

A product issue or recall.
A customer complaint that goes viral.
A leadership misstep. (CEO caught on Coldplay’s concert cam is a recent example!)
An operational failure.

At that point, you need a clear, thoughtful communication plan.

Just remember: PR cannot fix an operational problem.

It can communicate how you’re addressing it.
It can help protect trust.
It can guide messaging.

But if there’s a real issue inside the business, that has to be fixed first.

Crisis communications is never just about what you say.
It’s about what you do — and how you communicate it.

And it always requires leadership involvement.

While I do not consider myself a crisis comms expert, many consultants and agencies do specialize in this area. (Here’s a helpful piece about crisis communications for small businesses from the U.S. Chamber of Commerce.)  

So, Where Should a Small Business Start?

If you’ve never done much in the way of public relations before, I’d recommend starting with thought leadership and capitalizing on existing news. Why? 

Because it’s:

• Manageable and low-cost
  
• Flexible
  
• Authority-building
  
• Relevant year-round
  

You don’t need a splashy announcement, a huge budget, or a big PR team.

You really just need a solid, informed point of view on subjects relevant to your business, and a willingness to share it. Plus a bit of time and energy to find opportunities and share your thinking. 

When you consistently show up in relevant conversations — whether through media commentary, blog content, or expert insights — you build trust and credibility over time.

Then, when you do have real news?
You’ve established some familiarity. 

And if you ever face a crisis?
You’ve already built some goodwill.

PR doesn’t have to be overwhelming…or start with a press release.

You just have to be willing to share your unique perspective and lived experience. 

That’s why I think that for most founders and small business owners, the smartest place to begin is by joining the conversations that are already happening.

Need help getting started with a thought leadership program? Don’t hesitate to reach out to me!