The key PR tactics every business should know about

October 30, 2024

When you think about PR, what’s the first thing that springs into mind? Most likely the good old press campaign. Many people know about the benefits of getting coverage in a publication that’s read by clients and peers, but what are some of the tactics SMEs use to generate that coverage?

In today’s blog, we’ll talk you through some of the most effective and powerful PR tactics a business can employ to raise awareness, build their reputation, gain trust and win credibility.

Press campaigns

This is the most common PR tactic. Whenever you see a news story in a local newspaper or industry magazine about a company operating in your sector, it’s likely the result of a carefully-crafted PR campaign.

Press campaigns are a great way to share important news or announcements that are of value to readers. The launch of a new business, expansion of an existing company, the creation of new jobs, acquisitions, MBOs and success stories are typical topics in press campaigns.

Media relations

Getting in front of the right journalists can be a tricky business. They’re usually on deadline and on the receiving end of over 100 press releases a day, so the wrong approach could easily annoy them! That’s where media relations comes in. Once you know the journalists, editors and influencers to connect with, cultivate and nurture those relationships by becoming a trusted news source. Working with a PR agency like Osborn Comms allows you to leverage our existing relationships to maximise your chances of gaining coverage.

Community engagement

Community engagement is a great way to show corporate responsibility and build up a strong reputation in your local area. This could involve sponsoring local events or sports teams, taking part in community initiatives like litter picking, or helping to fund green spaces or beneficial local services like mobile libraries in rural areas.

Award entries

This is one of our favourite PR tactics, and it’s often overlooked. Whether it’s a local business awards or an industry trade event, entering awards is a wonderful way to gain recognition for your company’s achievements, initiatives and services. Winning an award is one of the most powerful ways to build credibility; we recently shared some tips on how to craft an award entry if you’d like to see!

Collaborations

It’s not the most obvious PR tactic, but it can sometimes be highly beneficial. Collaborating with other SMEs across the region to host events and workshops, launch initiatives, support important causes or address known challenges allows you to mutually tap into new audiences and double your strength.

Charity support

Supporting a local charity is another great way to demonstrate corporate social responsibility. We’ve often seen SMEs throughout the West Midlands take a company-wide vote on which charity to support, with charity partners changing every year. There are so many excellent charities doing incredible things with limited funding, and it’s important to support them where you can.

Thought leadership

Thought leadership is a fairly advanced PR tactic and it’s not for everyone. It’s a strategy that’s used by businesses who not only hold a wealth of expertise on their topic, but can provide a unique perspective or introduce new ideas that can influence or challenge their industry’s status-quo. Essentially, they ‘lead thought’. Few tactics are more powerful for building trust and credibility.

Op-eds

An ‘op-ed’ (which stands for ‘opposite the editorial page’), is an article expressing someone’s personal opinion about their industry. For businesses who have an MD or senior staff member who has in-depth knowledge of their topic and isn’t afraid to share their thoughts, op-eds can be a powerful PR tactic. Usually they’re designed to ‘disrupt’ traditional thinking and, like thought leadership, introduce audiences to explore new concepts.

Crisis planning

Crisis planning is a pre-emptive PR tactic that every business should be using. No business is immune to a reputation-threatening event or scenario, even if you’re convinced otherwise. As PR professionals, we’ve seen disaster strike some of the companies we least expected to face a crisis. Planning is just that; sitting down with your senior team and your PR agency, and creating strategies for dealing with any potential scenarios that could harm your corporate reputation. It’s an investment that pays off when a crisis hits, because you’ll be far more equipped to manage it.

Social proof

It’s another less obvious PR tactic, but gaining social proof that your products or services work is another important part of any business’s marketing and comms strategy because it gives you third-party endorsement. We always recommend encouraging customers to leave positive reviews about their experiences with you on sites like Trustpilot and Google. They may not seem like much, but reviews can make or break a sale.

Case studies

This is another way to demonstrate social proof. Case studies which showcase how your products or services enabled another business to achieve something or save resources are really valuable. They’re not easy to publicise because the business in question must agree to their challenges and solutions being highlighted, and they’re more often seen in certain industry press than in local or national media – but they work well as blog posts, too.

As an award-winning PR agency who knows the media inside out, Osborn Comms can help you understand and explore the PR tactics that will help you achieve your goals. From our base in Lichfield in the West Midlands, we’ve developed exceptional relationships with the media covering this thriving region, and we have tools to help you build your reputation where it matters most. Drop us a line to book in a chat.

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