5 Ways To Power Up Your PR
For a small business, good PR can bolster the sales, reputation and credibility of your brand. But a really impactful PR strategy is about more than coverage just for clout: if you’re aiming for publicity as the be all and end all, it won’t boost your business in the long run.
In our recent masterclass with comms expert Kamiqua Lake, she took us through her key guidance for engaging PR that will complement your long-term awareness strategy.
1.. Know your audience
For Kamiqua, the first question she asks her clients is, “Who are you trying to reach?”. The foundation of your brand is knowing your audience. If you don’t already have an ICP, familiarise yourself with your target audience, including their habits, hobbies and pain points.
Kamiqua recommends nailing down who your customer is, why they buy your products, and what their purchasing behaviours are; knowing this will inform your future PR strategy. For example, if your target customer follows particular influencers or magazines for their buying choices, factor these into your strategy.
2. Stories, Not Just Stats
Kamiqua explains that you should try to pique a journalist’s interest with strong storytelling that resonates strongly with their target audience.
Think about how you can frame your product or brand within a narrative such as a success story, customer data you’ve collected, or a problem that your business is solving. For example, Kamiqua says that Black-owned brand March Muses has strong storytelling that they successfully conveyed in their PR campaign to boost sales. As two mothers who designed diverse festive decorations, their message emphasised their mission to create a more ‘inclusive Christmas’, which highlighted their unique product, story and target audience.
Think about what will make the journalist (and by extension, their audience), feel intrigued, emotional or excited about your product.
3. Tap into the culture, authentically
If you’re a business that’s led by culture, such as in food, haircare or fashion, you can create a strong PR moment that situates your brand within the cultural landscape.
For example, in 2024 one of Kamiqua’s clients Bounty Rum launched a Notting Hill Carnival campaign that played on Caribbean pride and enjoyment with a fun, interactive moment.
If your product meets a trend or addresses a common experience, use this to demonstrate relevance. “That will give you a really creative idea that you might be able to use in PR”, Kamiqua says.
4. Tailor your message to the journalist
As Kamiqua explains, there are various types of media publications, such as trade media like The Grocer, national/mainstream media like the BBC, and specialist media like The Voice.
Instead of taking a blanket approach, research the audiences and article styles of each publication to determine which is best for your business. Kamiqua compares mainstream media, which often cover case study-led stories, to specialist media, which are more likely to cover brands with strong, focused messages that resonate with their readers.
“You’ve got to tweak your story depending on who you’re trying to speak to.” Kamiqua says. “If you’re an e-commerce brand, you want to seek out the e-commerce editor. If you’re more of a founder-led brand, you want to seek out the business sections.”
5. Have your media pack on standby
A media pack is essential just in case a publication reaches out at short notice. “Oftentimes you can miss an opportunity when a journalist contacts you just because you're not prepared.” Kamiqua says.
She suggests preparing some key messaging, sharp photography and brand assets that you can easily share with anyone.
