22 October 2025
The thing about running an effective PR programme is that you really don’t need to be anything special.
Even if you are special or, more accurately, your business is, you won’t be shouting about ‘game-changing’ innovations every week. No company has them at that rate, not even Apple (and they’re pretty good).
PR’s not about that.
What it is about is turning up, having something to say about your products or service, and hopefully saying it (or writing about it) in an engaging and interesting way.
Not everybody can do this. That’s why you hire people like us. It’s our job to make the mundane or not-so-exciting, interesting, energising, irresistible.
You also have to repeat your messages a lot more than you think. Once isn’t enough. Ten times might not be enough. Also, also, you must avoid being monotonous by making your points in a different way or coming from a different angle. Again, not always easy.
And don’t be fooled into thinking you can engage people by talking about your interesting back story.
While it might be interesting or touching or inspiring, your audience really wants to know what you can do for them. There is a chance that it might not be as interesting as you think!
The problem is people see famous people doing it and try to copy them. It doesn’t work. People are genuinely interested in what made Steve Jobs tick or how Jeff Bezos went for so many years losing money, before Amazon swept away all before them.
Most people don’t have such a lofty platform from which they can command the public’s attention.
It’s an ego thing anyway.
Concentrate on selling your business and its products/services first. If you start to make it big, you’ll naturally get invited to interviews and asked to get involved in podcasts.
Focus on the parts of your business where you can beat your competitors hands down.
The only things you need to start your PR programme off are:
• Something interesting to say.
• Reasons why your products and/or services are good.
• How you benefit your customers.
• What you offer that others don’t.
• Why people buy from you, rather than anybody else.
If you’re in business, you already have all of these things, but you might not be able to see them.
We can. And turn them into engaging copy. And get you covered in the media – either your trade titles or general media or both – because your story is then interesting and adds value for them, as it’s something their readers and viewers want to know about.
Importantly, we make sure it happens week in, week out, month in month out. Consistently, with quality. This consistency and quality becomes part of your brand.
Your profile builds, you become more well-known and regarded.
That’s when you achieve the perception of being special.
