Kate Hartley, a PR consultant and a start-up business owner, shared top tips for growing businesses in yesterday’s Cision webinar about PR for SMEs and start-ups.
Working with smaller budgets she said means ROI is even more important: “Value quality over quantity: one great article is better than 10 mentions on ‘no follow’ sites, and one good lead is worth 100 poor contacts.”
She added: “Begin with a small investment, and build upon that once you see results.”
Measurement is crucial for ensuring that all PR efforts are creating value.
Hartley suggested that SMEs and fast-growth companies measure engagement both online and offline, measure impact on search and that they make some assumptions at the start of a campaign, and then track progress from there.
She also suggested a range of useful actions for SMEs to take when setting up a PR plan:
- identify audience
- refine message
- agree tone of voice
- create shareable content
- connect PR with other marketing disciplines
- join networking groups
- accept every invitation to speak publicly
- ask for endorsements from customers and investors
In conclusion, she urged businesses to engage their staff in PR: “PR is everyone’s responsibility – treat PR as you would sales, commit to it.”