The term PR, or public relations, is the result of a collection of third-party comments that reflect on your business. This can be via social media, press releases, blogs or perhaps even a review. PR is a part of your whole marketing strategy and should be used wisely.

Why is this you ask? Well, PR can have both positive and negative effects on your business.

The positives:

  • Improved reputation: Naturally, audiences are less likely to trust a paid ad on the internet from a company or brand they haven’t heard of, but when messages from a trusted source are introduced, this form of promotion is incredibly valuable.
  • Exposure: A good story is likely to get picked up by the media, and thus, beginning the train of exposure for your company!
  • Cost effective: PR is a cost-effective way to spread the word, you can reach large audiences, whilst also creating a reputation.

The negatives:

  • PR is unpredictable: Whilst you may spend time and money on a really good social media campaign, gathering messages, influencers, reviews and images, you are not guaranteed results.
  • You have no control: Unlike paid advertisements on Google and social platforms, you are at the mercy of the journalist and editors, and you are competing for less space and against national and regional headlines – which will always take the limelight. So, to combat this you must build excellent relationships with journalists and editors so you can sell in your story. This takes time to nurture and do properly – getting a professional PR company to manage this for you might cost a bit, but will save you time and money in the long run as they will deliver quickly and gain the exposure you have been seeking.
  • Reporting: With digital you can measure the number of users, page visitors and the time spent by users, likes, engagements and so on. This isn’t possible with traditional press coverage without the support of a press cutting service. Here you get to see readership figures and coverage and it can be very expensive to report on your press success in this way. There are numerous press cutting and monitoring services, but you will be stung financially. So, you need to have the PR wheel churning to benefit from this! It’s important to combine traditional press with your digital campaigns so you see the effects of the campaign. Most monitoring services offer to track by traditional media and digital coverage, but they don’t come cheap.


Handy Tools

  1. Twitter lists: Create a list within Twitter of who works for your target publication, ensure these are key contacts as these will come in handy!
  2. Look into a social media management tool like Hootsuite: Using this, you can automate your social media campaigns instead of logging into each social media account to post.

On the other hand, if you’re looking to boost your PR game but not sure where to start, why not check out our public relations management service? Our ability to create and implement PR plans as part of your overall marketing strategy enables us to provide you with a streamlined and cohesive service. We have an ability to think creatively and outside the box – not every idea is a press story and we know the angels to go with in order to maximise your media exposure. We also work with very talented journalists, editors and PR professionals that specialise in industry sectors. So, if our expertise is not quite enough, we have someone who can work along-side us to deliver the very best for your business and you.

Within our PR management, you can expect:

  • PR strategy
  • Media Relation management
  • Thought leadership positioning
  • Press office management
  • Internal and external communications
  • Public Affairs
  • Reputation Management
  • Event coverage
  • Crisis Management

You can benefit from:

  • Creative thinking
  • Ability to understand and know your business
  • Effective and diligent account management
  • Expert advice



Still have questions unanswered? Email our team at or call us on 01473 684 192 for details.