How Small Brands Can Make Big Impact with Public Relations
A public relations (PR) strategy is an invaluable asset for any business. When used effectively and consistently, it can build and sustain the relationship between an organisation and its stakeholders, successfully navigate a crisis, and improve brand image and reputation.
A Weber Shandwick report revealed that 63% of a company’s market value is tied to its reputation, highlighting the importance of visibility—achievable through a consistent, strategic PR engagement. No matter the business size, PR is essential for building credibility, enhancing visibility, and securing lasting trust.
For small brands trying to establish themselves, PR might seem like a luxury—something reserved for bigger brands or special occasions. However, this mindset, often shaped by limited budgets or uncertainty about priorities, can hinder a brand’s ability to stand out and build a strong, lasting reputation.
As a PR agency that understands the unique challenges startups and small businesses encounter in standing out, we’ve outlined five effective strategies to help them make a lasting impression with public relations.
- A clearly defined brand identity and business objective
These are key elements of any successful public relations strategy. Brand identity includes the unique traits that shape how a brand is perceived, including its tone, visual elements, and overall personality.
A cohesive brand identity improves recognition and sets the brand apart in a competitive market. For example, Kuda Bank’s tagline, “Bank of the Free,” effectively communicates its commitment to accessible, low-cost banking, reinforcing its unique position among other financial institutions.
On the other hand, business objectives outline the specific goals a company aims to achieve, such as increasing brand awareness, improving its reputation, or expanding market share. These objectives help guide and align public relations efforts with the overarching company mission.
When combined, strong brand identity and clear business objectives create the foundation for crafting effective PR messages, ensuring every interaction is authentic, purposeful, and consistent across all communication channels.
- Cultivate good media relations
Media relations are essential for maintaining visibility and a positive brand image. It involves strategic communication with the public, starting with a media relations plan that outlines objectives, target audience, and value proposition.
Businesses can take advantage of media opportunities such as publishing thought leadership articles, sharing their brand stories, issuing press releases, securing speaking engagements, and participating in interviews. For example, Slack co-founders Stewart Butterfield and Cal Henderson used interviews and thought leadership articles to position Slack as the leading collaboration tool for startups.
A balanced media strategy that combines earned, owned, and paid media builds visibility and trust. Building strong relationships with journalists and content creators by being responsive, keeping in touch regularly and even offering them exclusives can foster long-term partnerships and sustained media engagement.
- Leverage storytelling and cost-effective channels
As Robert McKee aptly put it, “Storytelling is the most powerful way to put ideas into the world today.” It is a vital tool for creating brand awareness, reinforcing brand identity, and making lasting impressions with audiences. Every stage of a company's journey offers unique storytelling opportunities.
Businesses can tell stories through brand and founder narratives, customer success, growth, research, and even stories of failure, ensuring that they align with their business goals. For instance, PaidHR, a Nigerian HR tech startup, released a "State of the Employed" report which surveyed 1,500 people and highlighted key issues affecting Nigerians. This report sparked social media discussions and positioned PaidHR as a socially responsible and knowledgeable brand.
Brands can also use media to announce major milestones like leadership changes or product launches, and leverage platforms like blogs, newsletters, and social media to share updates, improvements, challenges, and lessons learned, keeping their audiences engaged throughout their journey.
- Set realistic goals
Clear and realistic PR goals are essential for achieving meaningful results. These goals can vary from long-term aspirations, like establishing industry leadership on a subject, to short-term targets, such as boosting media coverage or managing reputation during a crisis.
Think of your goals as a roadmap, ensuring all PR efforts are focused, purposeful, and aligned with your brand's growth stage and future vision. Setting attainable objectives that drive progress will help your PR strategy become a powerful tool for advancing your brand.
- Measure impact and Adjust Strategy
Assessing the impact of PR initiatives is essential to gauge their effectiveness. Key metrics like media coverage, audience feedback, and social engagement provide valuable insights into what’s working and what needs improvement.
These evaluations help brands decide whether to stay the course, make adjustments, or pivot their strategy entirely. Regularly reviewing PR efforts ensures they remain aligned with overarching goals and continue driving meaningful results.
For startups and small businesses, an effective PR strategy is not just about communication—it’s a cornerstone for growth and long-term success. Public Relations plays a vital role in helping brands stand out, build credibility, and cultivate a positive brand image. Regardless of their size, small businesses can prioritise and consistently leverage strong public relations practices to thrive.