PR for small business carries 3.5x more impact than paid ads yet most entrepreneurs overlook it completely. Jennifer Kaplan, founder of Evolve PR & Marketing, built a 28-person firm over 20 years by mastering earned media for small business owners ready to scale. In this episode, she breaks down the real difference between PR and marketing, how to position yourself as an industry expert, and when outsourcing PR delivers the greatest ROI. Jennifer shares her proven small business PR strategy from building media relationships and winning awards to managing brand crises and preparing for a business exit. Whether you're a founder just starting out or an established entrepreneur building brand awareness, this episode gives you a clear framework for getting press coverage, earning credibility, and growing sustainably.