How to use PR to boost sales and customer loyalty 

- May 16, 2024 2 MIN READ

Startups and SMBs face challenges in driving sales growth amid fierce competition and challenging economic conditions. While traditional advertising and marketing methods can strain limited budgets, public relations (PR) is a potent yet often underestimated tool that can indirectly influence sales, explains Kathryn Goater and Anthony Caruana, Co-CEOs of Media-Wize.

PR is about cultivating trust, visibility, and credibility for your business and leaders. It complements the efforts of sales, marketing, and social media activities.

Your seven-step roadmap to leverage your PR

  1. Craft a captivating narrative: A compelling story is the beating heart of any successful PR campaign. Define your brand narrative authentically, emphasising what distinguishes your business, its mission, values, and the solutions it provides. And do the same for your founder about their purpose. Ensure that your story resonates emotionally with your target audience’s pain points, highlighting the unique value proposition, the problem you overcome and the solution you provide.
  2. Identify and engage your audience: You must understand your target audience. That includes demographics, interests, challenges, and media consumption habits. Personalise your messages and story pitches to resonate with them and learn about what media outlets they are reading and aim for exposure there. If your target customer is in B2B tech, accountants, or the education sector, then a trade industry magazine is going to bring more of the right eyeballs compared to a moon-shot focusing on a major daily newspaper or morning TV show. 
  3. Foster media relationships: Media coverage can exponentially amplify your brand’s reach and credibility. Cultivate relationships with journalists, bloggers, influencers, and industry experts who cover relevant topics. Provide unique insights, data, or perspectives that add value to their audience, fostering genuine interactions and building trust and credibility.
  4. Leverage social media: PR extends beyond traditional media outlets. Utilise social media, blogs, podcasts, and online communities to amplify your message and engage directly with your audience. Share your brand story, highlight customer testimonials, and offer valuable content that educates and informs.
  5. Participate in your industry: Engage in industry events, trade shows, and give back to your community. This provides invaluable networking opportunities and enhances brand exposure and validation. 
  6. Issues jack on trends and opportunities: The media landscape evolves continuously. That means there are always opportunities to tell new stories and express new opinions. Stay agile and proactive and adjust PR strategies to capitalise on topical breaking news, government announcements and new research findings. Provide trends and predictions for your industry and issues jack to add insight, opinion and perspective to current debates. Timeliness and relevance in PR efforts enhance visibility and supports sales objectives.
  7. Monitor and assess impact: Regularly monitor and evaluate PR efforts to gauge the impact on brand reputation and sales. Track media mentions, coverage views, website traffic and social media engagement. Ask your customers how they heard of you. Use these insights to pinpoint what is working and where you should continue to invest more time and effort.  

PR done well is a crucial component in building trust, visibility, and credibility for startups and SMBs in Australia. PR complements sales, marketing, and social media activities by establishing a strong and authentic brand presence. Embrace PR as a strategic investment in your businesses reputation and over time you will see the positive impact on sales growth and customer loyalty. 

Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on FacebookTwitter, Instagram, and LinkedIn.

Now read this

How to make a newsworthy business story

Small Business Guide to Tax Time with Mark Chapman