New Year resolutions put an unnecessary amount of pressure to start something new. It’s when many of us commit to a new exercise regime, career goals, or eating plan. Often the ambitions require such a tornado of change that they crumble.

Now that we are almost two weeks into the new year, chances are any resolutions you’ve set for yourself have already fallen over. Perhaps you feel guilty about this? Guilt is, at best, a wasted emotion and an entanglement of vines anchoring you to the past at worst.

Change is inevitable, but it doesn’t need a set date like January 1. There is no better time than right now to embrace impermanence. Moreso than ever, the world demands that people adapt to the constantly fluctuating tides of life.

Earned media is the hardest type of PR media to obtain.

Accessing free press is challenging for micro to small-sized businesses. People who work at media outlets get bombarded daily with outreach emails and calls, trying to sell them a ‘story’. Plus, it can be challenging trying to get in front of the right people with your message.

Accessing PR is an effective way to build brand awareness, generate leads, and convert those leads into paying customers.

But the challenge shouldn’t discourage you from trying! Leveraging media channels to promote your small business is one of the most effective ways to expose your brand to new people who’d likely be interested in your product or service, cultivate a positive public perception and drive sales.