As a small business owner when you hear about link building, you might think: UGH, another SEO thing I don’t have time for. But what if there’s a great way to approach link building in an ethical way that includes all the good stuff: relationships with other business owners, genuine press and true stories?
This is the power of PR (public relations). PR isn’t just about press releases, that’s only a small part of it. It’s an amazing way to get featured on reputable websites. And those mentions often come with backlinks that help your search rankings!
In this article, I’ll briefly explain the importance of backlinks, and then hand things over to Vancouver PR expert Jenn from Wint Communications! She’ll share he’ll share that PR is achievable for any small business. With patience and persistence, the right pitch angles and a willingness to find the right outlets, your story is worth sharing.
What are backlinks?
A backlink is a hyperlink from another website to your website. That’s it!
Google looks at these links as votes of confidence. The more high-quality backlinks you have, the more trustworthy your website looks in search engines’ eyes. And this is a signal that helps you to rank higher.
What determines if a backlink is high quality?
Not all backlinks are of equal quality. A link from a random spammy directory? Not that great. A link from a respected website in your industry or local community? Excellent! A feature in a newspaper or magazine? Even better, these often come with major benefits.
Here are a few things that make a backlink high quality:
- Authority: If the site has a strong reputation (aka domain authority), the backlink is “worth more”. Think local media, established blogs, respected directories etc.
- Relevance: The site linking to you should be related to your business or topic. For example: a wellness blog that links to your North Van yoga studio: perfect.
- Followed links: Some links tell Google to “follow” the connection. These carry more SEO weight than “nofollow” links (but both can still be useful).
The best backlinks come from websites that people (and Google) already trust. So how do you earn those kinds of features without resorting to cold outreach or questionable tactics?
Meet Jenn Wint, Vancouver PR Expert
I spoke with PR expert Jenn of Wint Communications about how businesses can earn meaningful media coverage through strong storytelling and strategic relationships.
Jenn, can you share a bit with our readers about yourself and your business?
“I’m an award-winning Public Relations strategist, speaker, writer, and the founder of WINT Communications, a Vancouver-based PR agency focused on helping small businesses tell big stories. I’m passionate about elevating local voices and building meaningful brand connections. I work with entrepreneurs, founders and small businesses to craft PR strategies that get them noticed by the media, their communities, and the audiences that matter most.
I’m also the author of Josie’s Busy Calendar, a self-care story for kids, and a contributor to three anthologies. At the heart of everything I do is a genuine love for supporting small businesses in sharing their stories in a way that feels authentic, impactful, and aligned with who they are.”
When small business owners hear “PR,” many think of press releases. How would you define modern PR today?
“Modern PR is about relationships and telling meaningful stories in a targeted way. The days of sending a generic press release to a long list of writers are over. Today, it’s about crafting a pitch that feels personal, relevant, and designed to actually get noticed.”
What’s the difference between marketing, advertising, and public relations?
“The easiest way to tell these three apart is: advertising is bought, marketing is owned, and public relations is earned.”
How do you determine which stories are worth pitching and which ones aren’t?
“All of your stories matter, but the ones most likely to land with media are the ones that tap into what’s happening right now on a larger scale. The strongest pitches are timely, connect to current trends or conversations, and tie into broader themes that audiences already care about. It’s about finding the angle that makes your story feel relevant beyond just your business.”
Storytelling & Media Strategy
What are some common mistakes business owners make when pitching themselves?
“Some common mistakes I see are pitches that are way too long and bury the hook. You have to get to the point quickly! Another mistake is sending large attachments that can get your email overlooked or flagged. Being too salesy is another big one, media are looking for stories, not ads. And finally, giving up too quickly. Rejection is part of the process; your story won’t be a fit for everyone, and that’s okay.”
How should a business prepare before reaching out to journalists?
“Before reaching out to journalists, make sure your website and social media are up to date, on brand, and consistent, this is often the first place they’ll look. Have a current headshot and bio ready so you can send them quickly if requested. It’s also important to have availability for interviews and a clear call to action in place so you can make the most of any coverage that comes your way.”
Vancouver PR & Local Visibility
For Vancouver-based businesses, how important is local media coverage?
“It depends. If you’re a brick and mortar business in Vancouver, local media is incredibly important because it drives awareness and foot traffic in your community. If your products or services are available online, you may want to take a more national approach.
In my opinion, local media is always valuable. It builds credibility and connection close to home, but its impact can vary depending on how and where you sell.”
What kinds of stories tend to resonate particularly well in the Vancouver market?
“Vancouverites love stories that highlight what makes their community special. Local roundups, like restaurant features or gift guides filled with local products, always perform well, as do profiles of local leaders and recommendations for places to visit. There’s a strong appreciation for the Pacific Northwest lifestyle, so stories rooted in place, community, and local success tend to resonate most.”
Does community involvement increase the likelihood of media interest?
“Anything that builds a positive reputation and trust in your brand can increase media interest. Community involvement or collaboration is especially powerful, as long as it’s authentic and genuine. When businesses show real support for their community, it not only strengthens their brand loyalty with existing customers but also gives media a meaningful story to tell.”
Long-Term Brand Building Through PR
Is PR something businesses should treat as a one-time campaign, or an ongoing effort?
“It depends on your goal. If you’re promoting a launch or event, you can build a PR campaign around a specific hook. But ideally, PR is a slow and steady, ongoing effort. Consistent media coverage, through written features, interviews, and podcasts throughout the year, helps keep you top of mind with your audience.”
How does consistent PR contribute to long-term brand authority?
“When you earn media on a third-party platform, the level of trust is much higher than anything you say on your own channels. Over time, consistently being featured and positioned as an expert builds credibility, and the more credibility you have, the stronger your brand authority becomes.”
When does it make sense to hire a PR professional instead of handling outreach internally?
“PR is achievable for any small business if they have the time, which is why I offer coaching and support through PR Power Hours and my PR Accountability Club. Where it makes sense to hire a PR professional is when you’re short on time, have a healthy budget, and ideally have a strong story to tell, like a launch or a key milestone, so you can fully leverage the support.”
What types of businesses tend to benefit most from PR efforts?
“Any business can find a niche, an outlet, and a space for their story, it’s about knowing where to pitch yourself and how to make your pitch effective. The businesses that benefit most from PR are the ones that come prepared, with strong photography, clear angles, and a willingness to put in the time. It’s not always easy as a small business to identify your own story, but when you step outside your day-to-day role and look at it from a wider lens, the opportunities to share what you’re doing become much clearer.”
If a business invests in PR, what kind of mindset should they have going in?
“Patience! It takes time to earn trust and build relationships with the right people to tell your story. Be kind, be patient, and trust that your story is worth telling.”
Jenn, thank you so much for sharing your insights!
It’s clear that PR offers far more than just link building. It builds visibility, trust, authority, and long-term brand strength. And when those media features include links back to your website, that credibility extends to your online presence as well.
For Vancouver businesses looking for a sustainable and relationship-driven approach to link building, PR might just be the secret weapon.
