Small and medium-sized businesses make up a staggering 99% of the UK business population, and their growth often depends on strong local support. Yet many owners still believe public relations (PR) is only for big corporations with deep pockets.
It’s a common misconception that a great product or excellent service will speak for itself. In reality, today’s crowded marketplace demands more. Having a strong PR and marketing strategy is just as critical to long-term success as the brand itself.
Let’s bust the myth: PR isn’t just for big brands. For small and medium-sized businesses, a well-thought-out PR approach can be the key to standing out, building credibility, and attracting loyal customers. Done right, PR helps shape public perception, build trust, and position your brand in ways that advertising alone cannot achieve.
That said, PR and advertising aren’t rivals, they’re strongest when used together. Advertising gives you control over your message and guarantees visibility, while PR provides third-party endorsement that makes your brand appear authentic and trustworthy. One captures attention, the other builds belief. For small businesses trying to grow sustainably, that combination is a powerful advantage.
PR is essentially the art of storytelling, enticing others to tell your story because it’s compelling, not because you paid them to. When backed by smart advertising, those stories reach further and create even greater impact.
Here are some of the most practical and effective PR strategies SMEs can implement – often alongside advertising – to get people talking, and keep them listening:
- Builds Community Engagement: Whether it be sponsoring local teams or charities, such collaborations not only support your area but create positive conversations about your brand.The perfect reason for a press release and great content to amplify through advertising.
- Earned Credibility Enhances Paid Reach: Press coverage offers third-party endorsement and authenticity that builds trust, while advertising ensures that message reaches the right audience consistently. Together, they reinforce each other.
- Positions You as an Expert: Media features highlight you as an authority, giving more weight to your advertising messages.
- Boosts Visibility Without Breaking the Bank: PR helps you punch above your weight, while advertising provides a predictable way to scale.
- Manages Reputation: PR helps you control the narrative and advertising helps you reinforce the positive messages.
- Attracts More Than Customers: A credible public profile, strengthened by media coverage and targeted advertising, can also draw investors, partners and talent.
- Improves Online Presence: PR backlinks boost SEO, while paid digital ads make you more discoverable to those searching.
- Leverages Coverage: A media feature is great and amplifying it through various advertising streams can make it work even harder for you.
- Influences the Influencers: Local influencer partnerships combine PR storytelling with promotional reach, offering authenticity and visibility.
- Don’t be afraid to fail – Some of the most important lessons you’ll learn about your business are from the mistakes you make. PR is no exception.Above all, PR is about people and relationships – telling your story in a way that others want to repeat and share.
In Summary
PR is not just a “nice to have.” It’s a strategic lever that opens doors advertising alone cannot. But the two are most powerful together: PR builds credibility, and advertising amplifies it. Done well, they don’t just bring in customers they bring in the right customers, the ones who become advocates and spread the word for you.
PR TOP TIP: PR is what people say about you when you’re not in the room. Marketing is what you say to get them in the room. Advertising is how you make sure they hear it. Together, they’re the engine of growth.
This article first appeared in October’s issue of Live 24Seven Magazine as part of my monthly Small Business Column.
