Small businesses keep faith in print media

More than a third of small businesses think that coverage in the trade press would be the most effective way to generate interest in their business, according to new research from elephant communications.

The popularity of trade press was followed by coverage in a local newspaper (27%). In contrast, only around one in five small businesses said online coverage would be effective.

In some industry sectors, local newspaper coverage was the top choice media. Small businesses in the hospitality and retail sectors were most likely to opt for the effectiveness of local newspapers, whilst trade press was the top choice with small businesses in the construction, manufacturing and media sectors.

Women small business owners were more likely to place value in engaging directly with local community initiatives - such as attending a local networking event, sponsoring a local sports team or supporting a local charity.

The elephant research also suggests that many small businesses overlooked the potential of broadcast media. Only around one in seven thought local television or radio news was an effective way to generate interest in their business.

Lindsay Marino, Director at elephant communications said: “Our latest national research among small businesses suggests that print media is still regarded as the vital channel for generating brand awareness and market interest. At a time when many small firms cannot spare the budget for robust marketing campaigns, we are running a series of free PR advice days for small firms to help them grow and promote their ventures. They are a vital sector of the economy and we are keen to do our bit to help.”

elephant communications is running two free advice days for small businesses later this month as part of its community investment programme. For more details contact info@elephantcommunications.co.uk

Full findings of the new elephant research will be published later in September.