Do you ever wish that you could get a little more dance studio promo going for your business? Or that you could increase your brand awareness in your community? These are both common goals for small businesses, and in many cases, the easy solution is to increase your public relations efforts and work on some dance studio promo.

What is PR?

Many people don’t quite understand the difference between PR and marketing efforts. After all, sometimes the same tactics – press releases and social media posts, for example – can be used on both sides of the spectrum.

Kay Pinkerton, a PR consultant at Pinkerton Communications, explained on LinkedIn that the most basic difference between the PR and marketing is your focus. When you’re promoting your classes and trying to bring in new customers, that’s marketing. However, when you’re working to build stronger relationships with existing and future clients, that’s when it becomes PR. So to put it simply, marketing is about services and PR is about relationships.

When do You Need PR?

Large corporations often have full-time PR employees who are constantly planning ways to improve the public’s perception of the company. Luckily, you likely don’t need around-the-clock PR for your dance studio. There are some instances when you’ll benefit from good PR, including:

• If you ever encounter bad press.
• If you want to promote community outreach you’re doing.
• If you want to build interest about an event.
• If you want to build brand awareness in your market.
• When trying to establish thought leadership.

PR Tips for Studio Owners

If you’re in need of some dance studio promo, whether for one of the reasons listed above or another objective, most of the work is probably going to fall onto your plate as the studio owner. There’s no need to stress, though, as most of PR is pretty easy to master. Here are a few tips that will help you become a PR maven in no time:

• Build media connections: If you ever are in a position where you want to be featured in a local newspaper or magazine, you’re going to need media connections. Many small business owners choose to cold call or email press members when they want exposure, but your chances of getting a response are much better if you have an established relationship with a media contact.
• Master the press release: One of the most important PR tools is the press release. These short statements will come in handy when you’re trying to get people interested in your new classes or a community outreach program you’re holding. Practice writing a few before you attempt your first official release.
• Leverage social media: Before sites like Facebook and Twitter became popular, small business owners relied on newspapers to spread the word of their news. However, these social media sites have become instrumental in low-budget PR efforts, as you can reach a wide audience without spending much money.
• Establish community partnerships: If you feel like your studio is too small to attract attention on its own, don’t be afraid to establish strategic partnerships with other businesses in your community. Reach out to local retailers, clubs or charitable organizations to see if they’d be willing to co-sponsor an event or partner up for a community outreach program. These are both valuable PR tactics, and it won’t cost you nearly as much to do it with another business.
• Foster relationships: PR is all about building healthy relationships with your customers and community, so don’t get so wrapped up in “PR efforts” that you neglect the essentials of relationship building. Keep in touch with your professional contacts, help out other businesses and provide great customer service. These are the building blocks of an effective PR strategy.