Episode 108

What is PR and Why Does Your Small Business Need It?

Published on: 19th July, 2026

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If you've ever wondered whether public relations (PR) is only for big brands or businesses in crisis, this episode is for you.

Hello and welcome to this week's episode of The Australian Small Business Show.

In this episode we explore what PR really is, why it matters for Australian small business owners, and how it can become a powerful part of your marketing strategy. We unpack the common misconceptions around PR and explain why earning media coverage, podcast interviews and industry recognition can help you build credibility, reach new audiences and grow your influence without relying solely on paid advertising.

We discuss how PR fits into your broader marketing ecosystem, why it works best alongside your existing content and social media efforts, and how strategic media opportunities can improve your authority with both search engines and AI tools. We also share practical advice on choosing the right media outlets, crafting effective pitches, leveraging industry awards, and making the most of every PR opportunity you earn.

Have you been asking yourself how you can stand out in a crowded market without spending a fortune on advertising? This episode answers that question by showing how Australian small business owners can use thoughtful, targeted PR to compete with much larger businesses, build trust faster, and position themselves as recognised experts in their field.

Our special guest is Erin Huckle, founder of Chuckle Communications, a boutique PR consultancy helping small businesses and thought leaders increase their visibility through strategic public relations. Erin specialises in earned media, podcast opportunities and personal brand building. Connect with Erin via her website at https://chucklecommunications.com or on LinkedIn: https://www.linkedin.com/in/erinhuckle-pr-and-copywriting/

and be sure to check out her podcast, PR with Purpose, for practical PR advice and strategies.

Key Takeaways:

  • Understand what public relations is and how earned media differs from paid advertising.
  • Learn why PR is an essential part of the marketing mix for Australian small business owners.
  • Discover how strategic PR builds credibility, authority and trust with customers, search engines and AI platforms.
  • Find out how to pitch yourself effectively to journalists and podcast hosts by making their job easier.
  • Explore practical ways to maximise every PR opportunity through amplification, website credibility and ongoing marketing.

Connect with Us:

If you're an Australian Small Business Owner, we'd love to connect with you on socials. You can give our Facebook Page a like here:

https://www.facebook.com/theaustraliansmallbusinessshow

Or follow us on Instagram here:

https://www.instagram.com/aussmallbizshow/

We'd love to hear from you!

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https://www.theaustraliansmallbusinessshow.com.au/

Disclaimer: The information shared on The Australian Small Business Show is general in nature and does not constitute professional advice, legal or otherwise. We recommend consulting with your advisors on your specific circumstances.

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About the Podcast

The Australian Small Business Show
The Australian Small Business Show has been created by small business owners, for small business owners.

Your hosts Matt Heighway and Kristy-Lee Billett, who have both been running businesses for over 15 years, will bring our first hand experiences to offer insights, advice and inspiration to help you build a successful small business.

Each week we’ll discuss one specific strategy, topic, resource or tip that’s relevant for every small business, and we’ll be inviting along some amazing guests and friends in business to share their expertise with you.

Whether you're starting out, scaling up or a seasoned small business owner, this Australian Small Business Show is the show for you.

About your hosts

Kristy-Lee Billett

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Kristy is a nationally recognised HR expert, passionate small business advocate, podcast host, mum, wife, beach lover and runner.

She has spent more than 20 years now working in the field of Human Resources, People Management and Recruitment.

For the last 10 years she has dedicated herself to exclusively supporting small to medium sized businesses, those who employ less than 100 staff with all aspects of their HR, recruitment, people management and resource structures.

She founded her first business in 2006, and today she continues to direct this business, which is now known as People Powered Business.

Today She loves working with businesses inside our People Powered HR community to help them gain the knowledge, tools and resources to handle absolutely anything when it comes to their teams, with complete confidence.

Matt Heighway

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Matt is a CPA who has been working with business owners in multiple capacities for well over two decades. After commencing his career as an Accountant and Business Adviser, his own national start-up won numerous business awards and was featured in BRW fast 100. Since the business sold, he has been working with small-medium business owners helping them with business growth strategies and holistic business coaching.

Matt also is the Director of Lifetime SMSF, an accounting practice that specialises in Self-Managed Super Funds. Helping Australians manage their retirement nest eggs has been a lifelong project for Matt and he continues to get joy from helping.

Matt is a lifelong learner who loves to chat with other business owners. he is passionate about small business and always wants to see them win. He is at his best when things need turning around though, and gets his motivation helping small business owners come back from a set back.