The Best PR Strategies for Small Businesses on Black Friday

Black Friday, the annual shopping and hunting for great deals and discounts that takes place the day after Thanksgiving, is a great opportunity for businesses to boost sales, build brand awareness and increase customer loyalty. For small businesses, it’s a chance to compete with larger corporations on a more level playing field. However, small business owners often face the challenge of limited resources and budgets compared to their larger counterparts. That’s where effective public relations (PR) strategies come in.

PR isn’t just about getting media coverage – it’s about creating a strong narrative that engages your audience and builds long-lasting relationships. When applied correctly, PR strategies can drive significant results, even with a smaller marketing budget. Let’s discover some of the best PR strategies for small businesses to maximise their success on Black Friday.

Build Relationships with Local Media

Local media outlets are often more willing to cover small businesses because they have a vested interest in supporting their community. A great PR strategy for Black Friday is to build relationships with local journalists, bloggers and influencers in advance. Reach out to them and pitch your business as a Black Friday destination in your community.

Key tactics include:

• Personalised pitches: tailor your pitch to each media outlet. Journalists are more likely to respond positively if you’ve done your research and can clearly explain why your business is a good fit for their audience.
• Press releases: create a compelling press release that highlights special promotions, events or new product launches related to Black Friday. Be sure to send it out at least two weeks before the event to give journalists time to consider covering it.
• Media partnerships: consider offering exclusive deals or hosting events for local reporters and influencers in exchange for coverage. This can result in valuable buzz leading up to Black Friday.

Leverage Influencer Marketing

Influencer marketing is an essential part of modern PR and small businesses can benefit significantly from working with micro-influencers – individuals with smaller but highly engaged followings. Unlike large-scale influencers, micro-influencers tend to have a more personal connection with their audience, which can result in more authentic and natural promotion.

How to implement influencer marketing for Black Friday:

• Identify the right influencers: choose influencers whose audience aligns with your target market. Look for those who engage with their followers regularly and have a genuine interest in your product or service.
• Offer exclusive deals: create unique discount codes or offers that influencers can share with their followers. This incentivizes the influencer’s audience to act quickly and take advantage of the deal.
• Co-create content: collaborate with influencers to create content that showcases your products or services in a Black Friday context. This could include unboxing videos, product reviews or behind-the-scenes looks at your store or warehouse.
• Track results: monitor the impact of influencer campaigns using tracking links, which allow you to see how much traffic and sales each influencer has driven. This helps you determine the best influencers to work with for future campaigns.

Create Buzz with Limited-Time Offers and Flash Sales

One of the most effective ways to grab attention during Black Friday is by offering limited-time deals or flash sales. This creates a sense of urgency, encouraging consumers to act fast before the offer expires.

How to use PR to promote limited-time offers:

• Early announcements: start promoting your Black Friday sales early, whether it’s via social media, email newsletters or press releases. The earlier you create awareness, the more time your audience has to plan their purchases.
• Exclusive media previews: Give key journalists or bloggers an exclusive preview of your Black Friday deals or products before they go public. This can create a buzz around your business and generate early press coverage.
• Countdowns and teasers: in the weeks leading up to Black Friday, post teasers on your website and social media platforms. A countdown to your flash sale can build anticipation and keep your audience engaged.

Engage with Your Audience on Social Media

Social media is a powerful tool for small businesses, offering direct access to customers and potential customers. It’s a perfect platform for PR because it allows you to control the narrative and engage with your audience in real time.

Social media strategies for Black Friday:

• Behind-the-scenes content: give your followers an inside look at how you’re preparing for Black Friday. Share photos of your team packaging orders, setting up your store or preparing special promotions. This humanises your business and makes it more relatable to your audience.
• User-generated content: encourage customers to share their Black Friday shopping experiences with your products. You could create a unique hashtag for customers to use when posting about your business on social media. Reward the best posts with a prize or a shoutout on your page.
• Interactive posts: use polls, quizzes and stories to engage with your followers. Ask them what products they’re most excited about for Black Friday or give them a chance to vote on new product features. The more engaged your audience is, the more likely they are to convert.
• Live videos: host live sessions on platforms like Instagram or Facebook to showcase your products in real-time, offer live discounts or simply to answer questions about your Black Friday deals.

Offer Something Unique or Niche

Small businesses often have the advantage of offering more specialised products or services than big-box retailers. Use this to your advantage by promoting what makes your brand unique. Black Friday shoppers are often looking for something different, so if you can offer something distinctive, you can attract attention.

PR tactics for promoting your unique offerings:

• Highlight your brand story: share the story behind your business and what makes your products or services special. Maybe you use locally sourced materials, offer eco-friendly alternatives or support a charitable cause. This can resonate with consumers who want to shop consciously.
• Partner with complementary businesses: team up with other local small businesses that offer products or services that complement yours. Cross-promote each other’s Black Friday deals and expand your audience.
• Focus on quality: while big-box retailers focus on discounts, small businesses can often offer higher-quality, curated items. If your products are handmade, artisanal or locally produced, highlight this in your press releases or promo materials.

Provide Exceptional Customer Service

Excellent customer service can set your business apart from the competition, especially during a busy sales period like Black Friday. It’s an often overlooked PR strategy, but one that can lead to long-term loyalty and word-of-mouth marketing.

Customer service tips for Black Friday:

• Quick response times: make sure your team is ready to handle an influx of customer inquiries. Whether it’s via email, phone or social media, customers expect fast responses, especially during a high-demand time like Black Friday.
• Offer personalised service: go above and beyond to make your customers feel valued. Personalised recommendations, handwritten notes or custom packaging can make a significant impression.
• Post-purchase follow-up: after the sale, reach out to customers to thank them for their purchase and ask for feedback. This can build stronger relationships and increase the likelihood of repeat business.

Black Friday presents a tremendous opportunity for small businesses to boost sales, build brand awareness and attract new customers. By leveraging PR strategies like building relationships with local media, using influencer marketing, creating buzz with limited-time offers, engaging with customers on social media, offering unique products and providing exceptional customer service, small businesses can maximise their potential and stand out in a crowded marketplace. With the right PR approach, small businesses can not only succeed during Black Friday but also position themselves for long-term growth and success.

Author: Karolina Króliczek is the founder of PR Insight, a digital public relations agency based in London, which specialises in helping businesses navigate media relations and public outreach strategies.