With the right strategy, PR can be a powerful catalyst that supercharges your business’ marketing efforts. Afterall, every business has a unique story. Whether it’s tales of innovation, milestones and celebrations, or overcoming challenges, these stories create an emotional connection with your customers and your wider target market.

What’s more, PR is a versatile tool that can be tailored to businesses of all sizes, enabling smaller firms to punch above their weight without breaking the bank.

Isn’t public relations just spin?

Ironically, PR has had a bad press. Despite the misconception, PR is not a superficial affair of glitz and glamour or spin. While glitzy events and champagne receptions can be part of a broader strategy, PR is fundamentally about strategic communication, storytelling and reputation management.

While all businesses have a story to tell, few make the most of it. What’s more, smaller firms often have an advantage over ‘faceless’ corporates in this respect. With the correct approach your business’ story can be the linchpin that connects your firm with your target market to drive future growth.

Develop a PR strategy and select the right public relations expert

To get the most out of your PR efforts, you need to have clear business objectives and a marketing plan. A clearly articulated vision, captured in a plan, will help you to focus on your core business objectives, avoid distractions and costly mistakes. However, if this isn’t your skill-set don’t fret as an experienced marketing and PR professional can help guide you through the process, freeing you up to concentrate where your time is best spent.

When selecting external PR support, look for qualities such as creativity, strategic thinking, and adaptability. Additionally, accreditations from reputable organisations, such as being an accredited member of the Chartered Institute of Public Relations (CIPR), signify a commitment to ethical practices and industry standards. These credentials ensure that your business is in the hands of a qualified and reputable PR professional.

Like most things in life it’s worth investing time in selecting the right expert and building a long-term relationship to extract maximum value. By working hand-in-glove you’ll ensures a more nuanced and effective PR strategy over time.

Top PR hints and tips for businesses of all sizes

• Regularly issue press releases for significant events, milestones, or newsworthy activities within the business to relevant media outlets.
• Pitch feature stories to the media that highlight the unique aspects of your business, such as its history, values, and traditions.
• Share personal profiles of your leadership team and other colleagues involved in the business to humanise the brand.
• Sponsor or participate in events to increase visibility within the community.
• Attend and, if possible, speak at relevant industry events to position the business and leadership team as an authority.
• Share behind-the-scenes glimpses of daily operations and the company culture on social media platforms.
• Enter and publicise any industry or business awards.

Making the most out of your press coverage

If you do secure press coverage, it’s possible that the article could be repurposed into a different format relatively quickly enabling you to get a maximum return on your efforts.

• Blog post: Extract the most compelling and actionable insights from the coverage, providing additional context and analysis.
• Infographics: Infographics are a great way to highlight key data points and quotes from the coverage in your firm’s branding.
• Videos: Record a short, dynamic video summarising the article. Consider including visuals such as relevant images, charts, or graphics to enhance the storytelling. Aim for brevity while ensuring that the video effectively communicates the essence of the press coverage.
• Podcast: A dedicated podcast episode allows you to delve deeper into the topic. You could invite other expert guests from different professional backgrounds to offer a fuller perspective.
• Webinar: The press coverage could be used as a foundation for a webinar by providing additional context and analysis to offer a more comprehensive understanding.

For an informal chat about marketing your business and the role that PR could play, please feel free to get in touch.