By 
A few years ago, a little bakery in a quiet town decided to celebrate its 10th anniversary with a “Pay What You Can” day. No fancy ad campaign, no PR agency, no glossy flyers — just a Facebook post, an email to the local paper, and a quick call to the radio station.
By the next morning, the place was packed. People drove in from neighbouring towns. The local paper ran a front-page story. The regional TV news showed up. And for months afterwards, the bakery had more customers than they’d ever seen before.
That’s the power of PR.
PR (Public Relations) isn’t just for big corporations with marketing teams and huge budgets. At its heart, PR is about managing your reputation and building connections — with your customers, your local community, even your local press. It’s basically about telling your story in a way that makes people want to share it.
The good news is, you don’t need any fancy qualifications, a big budget, or special equipment to get started.
In fact, small businesses often have the upper hand because you’ve got something the big guys can only dream of — authenticity. People love a real story.
So how do you make PR work for you? Start small. Share the little wins and milestones. Maybe you’ve been open a year, got your 1,000th customer, or finally treated yourself to a new coffee machine. Tell people about it. It makes them feel part of your journey.
Keep an eye out for hooks — moments you can connect with bigger events. International Friendship Day? Give a free cupcake to anyone who comes in with a friend. Earth Day? Offer plant swaps or discounts for reusable packaging. These kinds of things are catnip for local journalists and community Facebook groups.
And don’t underestimate the power of letting people peek behind the curtain. Post a few photos or a quick video of you setting up in the morning or making your products. It doesn’t have to be slick — your phone camera is fine.
Team Up!
Partnerships are another easy win. Team up with another local business for a giveaway or special offer. Not only do you double your audience, but you also show that community spirit that customers love.
And another simple way to get noticed? Team up with local charities, kids’ clubs, soccer teams, or schools. Maybe you sponsor a raffle prize, donate some goodies, or offer your space for meetings or events. These kinds of community connections often get a shout-out in newsletters, social media, or local papers — and they show you care about where you’re rooted.
And when you’ve got happy customers? Share their stories (with their permission, of course). It could be a regular who’s been coming in every Saturday for 20 years, or someone who travelled from another town just to see you. These human stories are exactly the kind of thing local papers and radio shows can’t resist.
The point is, PR isn’t about tricks or flashy hype. It’s simply about telling your story, being visible, and giving people something real to talk about. If a small bakery can make headlines with a heartfelt idea and a few phone calls, your business can too.
So, what’s your “Pay What You Can” moment going to be?