WRITTEN BY LOUISE SANSOM

Running a business is expensive. It can feel like there’s a never-ending list of priorities competing for your time, attention, and your company wallet. Never underestimate the power of PR to help you get your brand in front of the right people, with the right message, ultimately landing you more sales and revenue, and boosting that bottom line.

While a professional PR strategy can work wonders (and we should know), there are some budget-friendly things you can do to get started.

Here are five cost-effective ways to get big results from your PR:

1. Make it media-worthy 
   When writing press releases, blog posts and pitch emails, it’s easy to focus on the points that you’re excited by. Make sure to look at your brand through the lens of the media, by thinking like a journalist. What kind of stories do they want to write? What information would be most valuable to their readers? Once you know what they’re looking for, you can craft newsworthy stories and a considered pitch that’s more likely to cut through the noise and secure that all-important coverage.                                                                                            
2. Build genuine relationships with key voices in your industry 
   Who are the people in your industry who have a large following and a lot of influence? Make an effort to connect with them on social media, engaging regularly with their content. Steer clear of the ‘sell-sell-sell’ approach: instead, offer insights and opinion where helpful. Show that you’re a genuine authority with real passion for your area of expertise, and they’ll be more likely to think of you for their next relevant piece or partnership.
3. Use social media to your advantage
   Social media is a power tool when it comes to connecting with and communicating to your audience – if you use it correctly. Using it strategically can help you grow your audience, highlight key messages, and share your company values, which all help to build brand awareness and generate leads. Share interesting and engaging content on a regular basis, and use relevant hashtags to get your posts seen by more people.
4. Craft high-quality content 
   It’s not just what you say, it’s also how you say it. Your social media presence is an extension of your brand, and the quality of your content is just as important as the quantity. Images should be crisp, clear, and visually appealing to attract attention, captions should be informative and engaging, and spelling and grammar should be flawless. Stand out from the crowd and get creative with polls and infographics, or try experimenting with video and podcasts to see what works. The stage is yours.
5. Connect with your crowd through industry events 
   Being present at industry events is a great way to showcase your brand, expertise, and meet potential customers, partners, and journalists. Offer to speak on panels at trade shows and conferences, or host your own webinars and workshops. These provide the opportunity for more facetime with future customers, as well as the chance to learn about new trends while networking with other professionals in your field.

Great PR doesn’t happen overnight, and a successful campaign is often the result of considered strategy, consistency, and patience, as well as a watertight understanding of the target audience and industry landscape. But, even without a huge budget, dedication and creativity can still go a long way in helping you build a strong brand reputation over time.

Crafting media-worthy hooks, developing social media strategies, and uncovering brand stories – it’s all in a day’s work. If you’d like bespoke tips, advice, or for us to take it off your plate, let us know here.