PR on a Budget
Whether you're a PR professional at an agency or part of an in-house team, you understand that public relations is essential for enhancing visibility and driving success for any business. However, in today’s economic climate, many companies find it challenging to maintain their previous full-scale PR efforts. Don’t worry—there are still effective, budget-friendly strategies you can implement. Here are some practical ways to make a meaningful impact without overspending.
1. Maximize Media Coverage
Getting media coverage is just the first step. If a piece gets published but no one shares it, you’re losing part of the impact. Make sure you:
Repurpose content. Transform articles into blogs, social media posts and newsletter items (be sure to rewrite copy to maintain good SEO practices).
Encourage your team to share media mentions on their personal channels. Provide them with social copy and remind them to tag the brand for further reach.
Implement a sales integration, highlighting media coverage in pitches and proposals, showcasing credibility and building trust with potential clients.
2. Leverage Social Media
Social media is essential for enhancing brand visibility and establishing thought leadership—and the best part? It’s mostly free. Here are some innovative ideas to get started:
Consumer Testimonials: While brands can promote their offerings, nothing resonates more than a positive review from a satisfied customer. Create engaging videos or graphics that showcase customer success stories. If you have strong relationships with your clients, consider asking for written or video testimonials as well.
Executive Engagement: Encourage your executives to be active on LinkedIn. Studies show that consumers feel more connected to brands whose CEOs engage on social media. Executives should share their insights, comment on trending industry topics, and participate in LinkedIn Groups to connect with audiences on a more personal level.
3. Optimize Your Website
Your website can be a powerful PR tool when utilized effectively. Regular updates and a well-structured site can maximize this existing channel.
Media Page: Create a dedicated section like “Media Centre” or “In the News” to showcase media placements, press releases and awards. This not only builds credibility but also keeps past media mentions easily accessible. Ensure there is a contact name for media inquiries.
Consistent Activity: An active media page can attract more PR opportunities. If journalists see that your company leaders are frequently featured in the news and have a media presence, they’re more likely to be interested in covering your business. This turns your press page into a tool for generating media opportunities, not just a record of past successes.
4. On-Demand PR Services
For in-house communications teams facing tight budgets, flexible, on-demand PR support can significantly extend your reach - especially during crises or major company milestone.
This approach allows you to pay only for the services you need when you need them. Agencies offering services when needed can respond quickly, providing expertise in handling media inquiries.