If you’re a small or medium-sized enterprise (SME) business owner, creating a comprehensive public relations (PR) strategy is essential for improving your visibility and building your reputation.  

By using the scope of PR outreach, you could see your business gain a stronger foothold in your industry and higher profile with potential customers, putting you in a better position to reach your target audience. 

This may seem like a daunting task, but by following some simple steps, developing an effective PR strategy could become the best decision you’ll ever make to boost your business to new heights. 

How to prepare your PR strategy 

The first step in developing an effective PR strategy for SMEs is to identify the target audience and their demographics, interests, and behaviours. By identifying the correct target audience, you can ensure you are targeting the right media and ultimately, getting your message in front of the right people. 

Once you have a clear idea of where you’re going with it, the next step is to determine the key messages you want to communicate to your target audience, such as the company’s unique value proposition, brand story, or latest products/services. This must be clear, concise, and most notably, newsworthy to be in with the best chance of achieving widespread interest. 

Next, research and identify media outlets that are relevant to the target audience, such as trade publications, vertical media, newspapers, broadcast and blogs. Make a list of the journalists, bloggers, or influencers who cover topics related to the industry or business. It is also important to make sure that the correct outlets are targeted in order to get the most out of your campaign. 

Creating a media kit is a key component of the PR strategy for your SME, as it can help raise awareness of your brand and secure media coverage from a range of sources or outlets. The media kit should include your background information, spokespeople bios, key messages, products/services, photos, and videos. This will make it easier for journalists and influencers to write about your business. 

How to put your SME out there 

Building relationships with journalists is another important aspect of an effective PR strategy. You’ll need to reach out to journalists, introduce yourself and your company, and offer to provide expert commentary on industry news or trends, or to provide a story idea that would be of interest to their audience. Research what relevant stories they have been writing about and see what they have to say on social media. If you can develop a story angle that is compelling and relevant to their readers, you stand the best chance of securing media coverage. 

It’s important to monitor media coverage of your business and industry to identify opportunities to respond to negative or inaccurate stories and capitalise on positive coverage. Consider what makes your company unique, what challenges you have overcome, or what milestones you have achieved. Utilise social media to share your company news, updates, and other relevant information. Engage with your followers and respond to their comments and inquiries. 

Finally, monitor and measure the results of your PR activity to determine its effectiveness. This can be done through tracking media coverage, social media engagement, website traffic, and other metrics. 

Looking for support?

Developing an effective PR strategy for SMEs requires a clear understanding of the target audience, key messages and the media landscape. Building relationships with journalists and using social media are also essential elements. By monitoring and measuring results, as an SME you can refine your PR strategy and improve your visibility in the marketplace and your reputation. If you’re looking for expert support in developing your PR strategy, why not talk to a professional team today?

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Abigail