What Goes Into a PR Campaign for a Small Business?
PR isn’t just for big brands with deep pockets. A well-planned PR campaign can put your small business on the map, build trust, and attract the right customers. But what does a great PR campaign actually involve? Here’s a straight-talking, no-nonsense guide to making PR work for your business.
1. Set Clear Goals
Before you do anything, work out exactly what you want to achieve. PR isn’t about getting coverage for the sake of it—it needs to serve a purpose. Ask yourself:
Do I want to boost brand awareness?
Attract more customers?
Position myself as an expert?
Drive traffic to my website?
Announce something new?
Having a clear goal ensures you’ll know if your PR efforts are actually working.
2. Know Your Audience
PR isn’t about shouting into the void. It’s about getting the right message to the right people. Think about:
Who needs to hear about this?
Where do they get their news and information?
What kind of stories do they engage with?
A PR campaign that speaks directly to your ideal customers is far more effective than one that tries to reach everyone.
3. Find the Story
Great PR is built on great storytelling. A journalist won’t care that you’re launching a product. But they will care if you’re solving a problem that no one else has tackled before.
Your story should be:
Relevant (Why now?)
Human-centred (Who does it help?)
Unique (What makes it stand out?)
A great story makes your business memorable and makes it easier for the media to say “yes” to featuring you.
4. Craft Your Key Messages
Once you have your story, simplify it into a few core messages that will be repeated across all PR efforts. These should:
Be easy to understand (No jargon!)
Highlight what makes your news important
Match your brand’s tone and values
Your key messages will guide everything from your press release to your social media content.
5. Pick the Right PR Channels
A strong PR campaign isn’t just about getting into the press. You should be amplifying your message across multiple channels, such as:
Press Releases – Send to relevant media outlets.
Media Outreach – Pitch directly to journalists and bloggers.
Social Media – Share updates and engage your audience.
Email Marketing – Notify customers and stakeholders.
Events & Collaborations – Webinars, partnerships, or in-person networking.
The more places your message appears, the better.
6. Get in Front of the Media
Want journalists to cover your story? Make it easy for them.
Research and create a list of relevant media contacts
Write a compelling press release (short, clear, and to the point)
Personalise your media pitches—don’t send the same email to everyone
Follow up (but don’t spam!)
A great media pitch gets straight to the point: Why should they care? Why now?
7. Keep the Momentum Going
Once your PR campaign is live, don’t just sit back and wait. Keep the buzz going by:
Engaging with journalists and responding to media enquiries
Sharing and repurposing coverage on social media
Encouraging your audience to spread the word
Following up with new angles or updates
The more energy you put into maintaining momentum, the longer your campaign will stay relevant.
8. Measure the Results
PR isn’t a one-off activity. Track what worked (and what didn’t) so you can refine your next campaign. Key things to monitor include:
Press Mentions – Where did you get featured?
Social Engagement – Did your audience respond?
Website Traffic – Did you see an increase?
Sales or Leads – Did PR drive action?
Success isn’t just about how much press you get—it’s about the impact that coverage has on your business.
Final Thoughts
PR is about building relationships, telling great stories, and showing up where your audience is. Done right, it can take your small business from “best-kept secret” to widely recognised brand.
Ready to get serious about PR? Hackett Communications helps small businesses craft strategic, no-nonsense PR campaigns that actually deliver results. Let’s chat.
