A common PR problem? Businesses leave PR opportunities on the table.
As an agency working with B2B and B2C clients across a range of industries, we see companies scale up their PR strategy around significant news or events. There are also less obvious opportunities to promote your business and your brand. Here are five signs it’s time to scale your business PR:
1. YOU’RE RE-ENERGIZING YOUR BRAND
You don’t need to have a major rebrand or a new brand launch to re-energize your brand. Giving it a regular dose of battery power can keep your business top of mind with customers and support overall brand health metrics. Updating your content and blog strategy, increasing your publication rate of thought leadership, and seeking awards or interview opportunities are all brand-boosting activities you can employ at any time.
2. YOUR COMPANY HAS NEW HIRES
Sharing news and sending out press releases about new C-suite level leaders is still a best practice. You can also gain PR traction by sharing hire updates from elsewhere in the company. Did you create a new role to expand your DEI or sustainability practices? Did you help a military veteran transition to a private sector role? Or hire a candidate with an unusual background for the position, such as hiring an electrical engineer to do CPG product testing? Human interest stories are an important but often underutilized component of B2B marketing and small business PR.
3. YOUR COMPANY HAS CHANGED STRATEGY
Businesses amp up their PR efforts when there’s major news to share, such as a merger, acquisition, or new product line. Smaller strategic changes can still be big news. Nearly every business had to adapt their operations during the pandemic, but this forced change created a plethora of improvements and innovative strategies that have now become permanent. Sharing updates about your reimagined business can help you continue to succeed in the “next normal.”
4. YOUR COMPANY IS MOVING, OPENING, OR CLOSING A PHYSICAL LOCATION
Whether it’s a headquarters location, branch, storefront, or warehouse, geographic moves are cause for PR. Companies can introduce themselves to a new area to foster community engagement, share news about expansion and growth, and make transitions easier for employees and customers. Scaling up your PR strategy can help you make the most of these opportunities.
5. YOUR BUSINESS IS GIVING BACK
Journalists and customers absolutely want to hear about genuine efforts that businesses are making to support their local communities and operate with socially focused and sustainable business practices. Whether it’s an employee volunteer day, a charitable sponsorship, or a change in your operations to become more mission driven, it’s PR worthy. Company purpose is increasingly a factor in customer purchase decisions, and this affects B2B companies just as much as B2C organizations.
You may indeed be sitting on a gold mine of untapped opportunities to share your company story and amplify your brand. Contact us to review your PR strategy and help identify ways to scale up.