Why PR Matters For Small Business Owners
By Alison Shadrack, Founder & CEO of Adia PR
PR is something that far too many SMEs have pushed down their priority list and kicked down the road to “look into” next quarter. Often, it’s because they don’t really understand what PR is and how it can help launch and scale their small business.
With AI everywhere, people are asking questions in ChatGPT or other LLMs, making decisions based on what seems credible or pops up repeatedly. That’s why PR has become one of the smartest investments for SMEs. It’s not just about getting a mention in the press, it’s about being present in search engines, AI-generated responses and respected publications where both people and algorithms take you seriously.
When your company gets featured in a reputable magazine or quoted by a trusted journalist, your message spreads. It reaches new audiences and influences how people perceive you and how algorithms determine how trustworthy you are. Traditional SEO just doesn’t deliver like it used to. Getting noticed is great, but trust is what truly drives results, and PR is what builds that trust. If your name appears in a respected place, like a major industry site or a journalist’s article, that does more than any SEO keyword ever could. AI tools pick up on that coverage and use it to decide which businesses to spotlight.
What this looks like in practice
Take a B2B software company that had been struggling to get meetings with enterprise clients despite having a solid product. After six months of consistent PR – securing thought leadership articles in industry publications and features in business media – their sales team noticed a shift. Prospects were coming to discovery calls already familiar with the founder’s viewpoint. “We saw your piece in Real Business” became a regular icebreaker. Their close rate improved by 30% because they were no longer starting from zero credibility.
Or consider a sustainable beauty brand that invested in PR early on. Regular features in lifestyle publications meant that when potential stockists searched for them, they found third-party validation everywhere. When they pitched to a major retailer, the buyer mentioned she’d already seen them featured twice that month. The PR had built the perception that they were an established player, even when they were still relatively small.
Buyers today are sceptical. They’re flooded with options and noise, so before they even reach out, they do their homework. They look you up online and check who is talking about you besides your own website. If they find evidence that others trust you, then you’re already likely to make their shortlist. That’s why PR is so useful for sales – it might not close a deal on its own, but it overcomes objections and gives buyers a reason to trust you before you even have a conversation.
One of the most impactful areas where PR excels is in shaping perceptions. Many SMEs focus heavily on product features but overlook how they want to be seen as a brand. PR helps shape their narrative, allowing businesses to articulate not just what they do, but why they do it and what they stand for. Over time, this builds brand recognition and trust – key ingredients for attracting ideal customers.
That visibility opens doors to new business relationships and opportunities. Journalists, industry peers, potential partners and future employees are more inclined to engage with a business they know and believe has a good reputation. PR helps SMEs transition from being unknown to becoming familiar, which significantly enhances the quality of conversations and opportunities that come their way.
Leadership visibility is often more important for SMEs than many realise. In a smaller business, the founder often embodies the brand. Prospects are curious to know who the founder behind the brand is. They seek reassurance that the leader is credible, reliable and knowledgeable. When SME leaders engage through PR, sharing insights on industry changes, lessons learned or their perspective on excellence, they establish themselves as credible voices worth listening to, rather than just salespeople. This means potential customers are more receptive before a meeting takes place, partners are more likely to answer calls and journalists return knowing you can provide valuable insights.
“But we’re too small for PR”
This is the objection I hear most often, and it’s based on outdated assumptions. Effective PR for small businesses doesn’t mean hiring a £10,000-a-month agency or chasing national TV coverage. It often starts with targeted trade publications, relevant podcasts and industry newsletters – places where your actual prospects are paying attention.
A focused PR approach for an SME might include securing two to three meaningful pieces of coverage per month and positioning your founder as a go-to expert for commentary. This is achievable and doesn’t require a corporate budget.
The cost of not doing PR however can be significant in lost opportunities. While your competitors build credibility and visibility, you’re relying solely on your website and sales pitch to convince prospects you’re worth their time. In a world where trust is the ultimate currency, that’s an increasingly difficult position.
Where to start
If you’re thinking “this makes sense, but where do I begin?”, here’s a practical starting point:
- Define your story – What’s the unique perspective you bring? This isn’t about product features; it’s about why you started the business, what value you bring to your clients, or what you believe about your industry that others don’t.
- Identify your key audiences – Where do your ideal customers get their information? What are they reading, listening to or watching? Start with three to five publications that matter most.
- Start contributing value – Offer expert commentary on industry trends, write bylined articles sharing lessons from your journey, or look out for journalist requests on social media.
- Be consistent – One well-placed article every month is more valuable than a scattergun approach. Build relationships with journalists by being helpful and reliable.
- Measure what matters – Track not just coverage, but the quality of conversations that follow. Are prospects mentioning your articles? Are you getting inbound enquiries from better-fit clients?
Ultimately, the growth of most SMEs doesn’t stem from being the loudest in the room; it comes from being the one that both people and increasingly AI recommend when asked for referrals. PR is how you become the business that is heard, seen and trusted.
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