12 Effective Public Relations Strategies for Auctioneers (and other Small Businesses)

Are you missing out on valuable opportunities because your small business can’t afford a fancy PR firm? Organizations of any size can benefit from public relations, and there are many techniques that you can use on your own. Don't worry, most of us can't afford to hire a PR firm. That doesn't, however, mean that we can't DIY our own public relations efforts.

In fact, you probably engage in PR as you go about your customer service and other daily tasks. Becoming more intentional could make you more successful in communicating strategically, building a positive reputation, and increasing your sales.

While PR requires time and effort, the payoff is big because it’s usually less expensive than paid advertising and regarded more favorably. See what it can do for your auction business.

General Principles for Public Relations for Auctioneers

Public relations is how you shape your image and build relationships between your business and the public. That usually includes customers, employers, and investors, as well as other audiences that matter to you.

Keep these relationship-building strategies in mind:

Tell your story. Put a friendly human face on your business. Demonstrate what makes you special and unique. Are you a contract auctioneer? Do you run a full-service auction business? Do you specialize in antiques? Are you a livestock marketing export that only auctions registered horses? Whatever it is that makes you and your auction company unique, LET PEOPLE KNOW!

Forge an emotional connection by being sincere and authentic. Get to know your customers. Get to know the names of their kids. Shop their businesses. Share their posts on social media. SPEAK TO PEOPLE YOU SEE IN THE GROCERY STORE OR AT THE GAS STATION! If you see a customer in public, don't be rude and ignore them. I'm not suggesting that you engage in an hour long conversation, but a simple, "Hi! How are you?" can go a long way in building a customer relationship. Ask your loyal customers what they love about you. Your message will sound even more persuasive coming from them. Ask for referrals--you can even set up a referral program with rewards like "auction bucks" or gift cards. You can even ask for testimonials to share on social media and your website. AND if they happen to give you some constructive criticism, don't get upset. Use that information to better your company.

Stay informed. Keep up with what’s going on in your field. Network with others, attend conferences, and read industry publications and local news. Join your state auctioneer association. Join the NAA. List to podcasts and read blogs about the auction industry and your specialty.

Be helpful. PR is more successful when you concentrate on what you can do for others. Try to give customers and reporters what they need instead of thinking only about promoting your own interests. Try pitching your services as a benefit. Can you help them solve a problem? Will you solve that problem if they hire you? Be a problem solver!

Do your homework. Journalists and social media influencers receive mountains of pitches and requests. Show them that you respect their time. Research will help you to identify their needs and customize your approach. If you have a charity or fundraising event coming up, reach out to local journalists and influencers and ask if they could use a social piece. Invite them to come to the next auction you have so they can see you in action and get a feel for whether or not a collaboration would be mutually beneficial.

Follow through. Lasting relationships depend on trust. Be prepared to deliver what you promise and ensure that you have data to support your claims.

Spot trends. You can learn from PR experts even if you don’t have the budget to hire them. Pay attention to what other businesses are doing and adapt some of their initiatives to reach your own goals.

Specific Strategies for Public Relations for Auctioneers

You have plenty of options, so find the mix that works for your business. You may get your greatest return from traditional media, digital platforms, or live interactions.

Try these techniques:

Take advantage of media coverage. Greater visibility is one of the rewards of PR, especially if you receive favorable treatment from respected sources. Pitch your story and do interviews. If you’re skillful and persistent, reporters may start calling you.

Share your expertise. Put your knowledge and experience to work. In addition to providing content for news stories, you can publish your own materials, book speaking engagements, and participate in online forums.

Monitor your mentions. Keep track of what others are saying about you. Sign up for Google Alerts or other notification services. Respond promptly to criticism and thank others for their feedback.

Give back. Support your local community and worthy causes. Donate money and encourage your employees to volunteer. Sponsor a fun run or clean up a beach for Earth Day.

Create resources. Develop an accessible archive of high-quality content. That way, you’ll be prepared to make a positive impression when potential customers are searching for information or reporters need quick answers while you’re on vacation. Remember that elevator speech your high school counselor wanted you to create? If you don't have one by now, take a few minutes and create a 1-2 minute speech on what you do and how you can help your customers.

Consider outsourcing. While there are many things you can handle yourself, you may want to explore professional PR services too. The investment could be worthwhile if you’re trying to manage a crisis or launch a major new campaign. Even on a budget, you may be able to work with people just getting into the PR industry or a local college may have interns needed experience.

You can communicate effectively and build mutually supportive relationships with a DIY approach to public relations. Strategic outreach will help your small business to stand out and succeed.

Need help with your public relations strategies? Send us an email with your questions or email us a request to be notified with our DIY Auction Relations Course is available for download!