In today’s crowded marketplace, visibility can make or break a small business—and public relations is no longer a luxury but a necessity. On this episode of The Small Business Show, we’re joined by Jenna Guarneri, PR expert, speaker, and bestselling author of You Need PR. As the CEO of JMG Public Relations, Guarneri shares actionable strategies that entrepreneurs can implement—regardless of their budget—to grow brand awareness, boost credibility, and build lasting influence.
Guarneri’s book, You Need PR, was written to demystify public relations for small business owners, especially those who mistakenly equate it with marketing or advertising. “PR has always felt like a mystery,” she says. “I wanted to create something that could sit on every entrepreneur’s desk.” The result is a step-by-step guide designed for founders, students, and anyone looking to increase their visibility in their industry.
At the heart of Guarneri’s approach is a message many entrepreneurs overlook: their most powerful PR asset is their own story. “Everyone has an awesome story,” she explains. Sharing that story on social media humanizes the brand, fosters authenticity, and connects with audiences in ways traditional advertising can’t.
She also notes that platforms like Instagram and TikTok are ideal for B2C businesses, while LinkedIn plays a vital role for B2B companies. “LinkedIn is like an everyday version of Wikipedia,” Guarneri adds, emphasizing how people use it to validate credibility in real time.
Guarneri also encourages entrepreneurs not to be intimidated by tech or the idea of being on camera. With basic tools like a smartphone, good lighting, and free tutorials, creating professional-looking content is more accessible than ever.
For those looking to land media coverage without hiring an agency, Guarneri outlines a straightforward plan:
-
Build your foundational PR assets: a boilerplate, one-pager, professional headshots, and a media list.
-
Study competitors and where they’re getting featured.
-
Start building relationships with journalists by engaging with their work on LinkedIn or social media—don’t just send cold pitches.
“Build rapport first,” she advises. “You can’t just go in for the ask.”
When it comes to developing an elevator pitch, Guarneri suggests the EEC model: efficient, effective, and compelling. Entrepreneurs should be able to describe who they are and what they do in three to five clear, engaging sentences. While tools like ChatGPT can assist in brainstorming ideas or tightening messaging, she cautions that real media pitching still requires a human, customized approach.
Most importantly, Guarneri reminds small business owners that PR isn’t a quick win—it’s a long-term investment. “PR is a long-term process. I tell clients at least 12 months to give it before you see real traction,” she says. “You’ll start to hear the sentiment from other people. They’re telling you they’re seeing more of you, hearing more about you. That’s the brand awareness working.”
By taking consistent action and leveraging their unique stories, entrepreneurs can build meaningful visibility and credibility, without breaking the bank.
“PR is a long-term process. It does not happen overnight, unfortunately... That’s something that I tell clients time and time again. This is not going to be something you get in for 30 days and you’re suddenly on the Today Show.” – Jenna Guarneri
