Public Relations for Small Businesses
Jenn Wint of Wint Communications is passionate about helping small businesses with public relations. Small businesses need Public Relations, and it isn’t just for global corporations or celebrities managing a crisis. In fact, PR can be one of the most powerful tools for local entrepreneurs, service providers, and growing brands. Done right, it builds trust, forges meaningful connections, and helps you stand out in a crowded market.
Recently, I sat down with Jenn Wint, founder of Wint Communications, to talk about what PR really is, how it works, and why every small business should understand how to use it. Jenn has almost 20 years of PR experience and a passion for working with small to medium-sized companies. In our conversation, she broke down the myths around PR, the importance of storytelling, and how essential photography is for a successful PR campaign. She also explains what type of photography is most important for small businesses.
She talks about how my commercial and branding photography set our mutual client, Lavoh, up for success. Landing Lavoh magazine features in Vogue UK, Elle Canada and Vita, just to name a few.
What Is Public Relations?
If you think PR is only for “damage control” or press releases, think again. PR, Public Relations, covers anything you do that relates to the public. That means you’re probably doing PR already without realizing it.
Jenn explains PR in two main categories:
- Owned PR – Your website, blog, social media, in-person events, or even wearing your brand’s t-shirt in public.
- Earned PR – Media outlets, influencers, or other people sharing your story without paid placement.
Where marketing is often paid and controlled, PR is about shaping your public image and building credibility through genuine exposure and connection.
Why Storytelling Is the Heart of PR
People don’t just buy a product or service. They buy into the people and stories behind it. Marketing tells people what you do and how to buy it. PR storytelling shows why you do it and gives people a reason to care.
For example, in my photography work, a headshot is more than a well-lit image. It’s a story told through expression, body language, and context. A great headshot makes a client feel approachable, trustworthy, or confident before they’ve even spoken to a potential customer.
Jenn put it perfectly: “Storytelling is so important… people want to work with people they like.” Sharing your journey, values, and even vulnerabilities makes you relatable. That’s where PR really shines.
The Three Types of Photos Every Small Business Needs
Jenn shared one of the most practical PR tips I’ve ever heard: if you want media coverage or to elevate your brand, you need three specific types of photos:
- E-Commerce/White Background Images – Clean, simple shots that can be used for online stores, Amazon listings, or magazine product round-ups.
- Hero Images – Bold, standout shots that capture the essence of your brand. These often become the “face” of your product or service in marketing and PR campaigns.
- Lifestyle/Action Shots – Images of your product in use, or you providing your service in a real-world setting.
Having all three means you’re prepared for media requests, social media content, and website updates, without scrambling at the last minute.
If you are in need of new photography, you can see examples of my corporate and product photography work here.
PR, Photography, and Media: A Winning Partnership
Strong PR and strong photography go hand-in-hand. As Jenn explained, the media isn’t going to publish low-quality or overly branded photos. If you want your story to be told, you need images that meet their editorial standards.
As a photographer, I see myself as part of your PR team. When you hire me for headshots, product photography, or event coverage, you’re not just getting photos to post once on your Instagram, you’re getting content that’s ready for media, marketing, and ongoing brand storytelling. I can deliver you the high-quality photos needed to get the coverage, but Jenn is the person who is on the ground getting you the coverage.
Small Businesses vs. Big Brands in PR
While large corporations may have bigger budgets, small businesses have a secret weapon: authenticity. Working directly with a founder means the story is personal, the passion is obvious, and the connection is real.
Jenn loves working with small businesses for this reason. When the owner is involved and invested, PR efforts often feel more genuine, and the public responds to that.
She offers amazing FREE tips on her newsletter so be sure to sign up! If you want a little more assistance, she offers her PR services for as little as $200!
Patience Pays Off in PR
One of Jenn’s best stories was about a journalist who responded to her pitch… 18 months later… PR isn’t a “post-it and sell out” strategy. It’s a long game of relationship building, consistent storytelling, and seizing opportunities when they arise.
She also reminds business owners to repurpose their wins. If you land a TV segment or magazine feature, don’t post it once and move on. Share it again with a new caption, highlight different points, and use it across multiple platforms.
The same goes for photography. Use your photography over and over.
Why Public Relations for Small Businesses Is Worth the Effort
When done well, PR can:
- Build credibility without paid ads
- Put your brand in front of the right audience
- Strengthen your personal brand and visibility
- Give you content that can be repurposed for months or even years
- Open doors to partnerships, collaborations, and media opportunities
And while AI tools can help brainstorm or streamline certain tasks, PR is still rooted in human connection, something no algorithm can replace.
Next Steps for Your PR Success
If you’re ready to level up your PR and brand presence, start by:
- Defining your brand story and what makes you unique
- Investing in the three key types of photography
- Building relationships with media and industry influencers
- Sharing your wins multiple times, across multiple channels
Connect with Jenn Wint: https://wintcommunications.com/
Book a photography session with Rob Trendiak: https://www.robtrendiak.com/