Developing a PR strategy is important for any business owner.
It helps manage your start-up’s public image and make the most of your time and money.
Here are some things to consider:
Understand your audience
Knowing your target audience forms the base of any good PR plan.
Identify your customers and what they like or need, and crucially, where they get their information from.
Whether it’s a local newspaper, a niche magazine, or an industry blog, choosing the right platform to carry your PR helps ensure your message is relevant and reaches the right audience.
Adjusting your communication to fit these channels could also boost engagement and impact.
It also pays to know what’s important to your audience – whether that’s new products, sustainability, or social issues and to develop messaging that addresses those topics.
What is a PR strategy?
A PR strategy is a detailed plan for how a business will handle its public communications.
It includes planned activities, responses to unexpected events, and taking advantage of sudden opportunities.
1. Planned activity
This involves scheduled press releases, campaigns, and events.
These are planned to promote your business and align with strategic goals, working alongside advertising efforts.
Planning ahead on a calendar helps ensure maximum impact.
Examples include PR for:
Business expansions
New product launches
Significant new hires
2. Response preparedness
This is about being ready to seize unexpected opportunities to boost your brand’s reputation.
Examples include:
- a viral trend that aligns with your products – being prepared lets you create and share content quickly
- an unexpected award – being ready allows you to share this positive news through press releases, social media, and newsletters
- a celebrity mentions your service positively – being prepared means you’ll be able to quickly engage with their audience.
PR activities should also include updating your website with news and blogs.
A good strategy includes a crisis communication plan to handle any negative publicity.
Tip: Always be honest in PR communication to keep trust and credibility.
3. Ad hoc opportunities
Unexpected opportunities could offer the chance for some positive exposure.
A flexible PR strategy should allow you to act quickly on these.
Examples include:
- requests for comments or interviews from journalists
- invitations to speak at conferences
- opportunities to collaborate with another brand or influencer.
The power of storytelling for start-up PR
Storytelling is crucial for PR, especially for new businesses.
It involves creating a compelling narrative about your start-up.
Consider sharing:
- your brand story
- your mission
- your start-up’s sustainability activities
- your personal journey – including the ups and downs
- your brand values, such as supporting the local community.
Storytelling humanises your brand, making it relatable and memorable.
It could help your brand stand out in a crowded marketplace.
A well-told brand story could inspire action, encouraging your audience to become repeat customers.
How to create the right strategy for your business
Not all PR strategies are created equal.
What works for one small business might not work for yours.
A good PR strategy for your start-up should match your PR goals with your business objectives.
You might start by defining what you want to achieve, such as increasing brand awareness, launching a new product, or entering a new market.
You could then choose the best channels to reach your audience, including traditional media, social media, or industry-specific platforms.
Each channel might need a different approach in content and tone.
Consistency is crucial, so keep your messaging clear and uniform across platforms.
Regularly review and adjust your strategy to keep up with changes in your business or market.
This helps ensure your PR efforts match your business goals and maintain trust in your brand.
Scheduling and timing
Timing is crucial for PR.
Planning helps you schedule activities for maximum impact.
Create a timeline for your PR activities to keep everything coordinated and allow for new opportunities.
Timing also involves understanding when your audience is most receptive.
Aligning releases with industry events or seasonal trends shows you are engaged with current issues.
For example, an eco-friendly product maker might schedule PR activity around Global Recycling Day.
How to create a PR calendar
A PR calendar is a key tool for organising your PR activities.
It shows when and where each activity will happen, helping you keep a regular flow of communication.
A calendar helps you use your team’s time and resources well and ensures your messages are timely and relevant to your audience.
Here’s an example calendar you could use:
| Month | Subject | PR activity | Aim | Target media |
|---|---|---|---|---|
| January | New Year | 10 eco-friendly New Year's resolution tips | Drive customers to buy sustainable coffee cup products |
|
| February | ||||
| March | ||||
| April | ||||
| May |
Deciding which stories are newsworthy
Once you have a calendar, how do you decide what to put on it?
Newsworthy stories usually involve new developments, big achievements, or unique insights.
Not every story is newsworthy, so think about its relevance, audience interest, and timing.
Consider your story’s potential impact – both now and in the future.
Ask yourself: does this story have a strong angle people may be interested in? Is it ‘newsy’?
Working with experienced journalists could help polish your story to meet editorial standards.
A good story should inform, engage, and resonate with your audience.
Ad hoc PR: staying on trend
Ad hoc PR means taking advantage of current trends.
This requires staying informed about industry news and popular culture.
Tools like Google Alerts can help track relevant topics.
A flexible PR strategy lets you join conversations as they happen, keeping your brand current and visible.
Engaging with trending topics on social media could increase your reach and engagement.
Participating in these conversations shows your brand is responsive and authoritative, boosting its visibility.
Distribution: choosing the right approach
Once your strategy and newsworthy stories are ready, decide how to share them.
You have several options:
PR agency
An agency could offer expertise and media contacts but could be costly.
Agencies are beneficial for businesses looking for full PR management.
Freelancer
A flexible, affordable option for specific projects.
They could provide expertise without a long-term commitment.
DIY approach
Cost-effective but requires time to build media relations.
May be suitable for start-ups with limited budgets
Online platforms
User-friendly tools for wide distribution without extensive resources.
Download the guide
Download the full Essential guide to PR below:
Your previously read articles
Chapter five: Writing a press release
Learn how to write press releases for your start-up like a pro.
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Whilst we make reasonable efforts to keep the information in this guide up to date, we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. The information is intended for general information purposes only and does not take into account your personal situation, nor does it constitute legal, financial, tax or other professional advice. You should always consider whether the information is applicable to your particular circumstances and, where appropriate, seek professional or specialist advice or support.
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