Public relations connects an organization with its target audience. Although the term is often associated with large companies or celebrities, PR is also an effective tool for small and medium-sized businesses. Edward L. Bernays, one of the founding fathers of PR, defined the discipline as an activity aimed at "Informing people, persuading people, or integrating people with people". In other words, PR is not simply about spreading messages, but about building a communication network that enables companies to engage in dialogue with their audiences, (even) changing or reinforcing existing opinions.
Among the various PR activities, media relations plays a particularly important role. It is the set of actions aimed at gaining visibility through articles, interviews, mentions in the media, television or radio reports, to increase, improve or maintain authority, credibility and reputation.
Why PR is also important for small businesses
A common mistake among small businesses is to think that PR is a privilege reserved for large companies or well-known brands. However, even a startup in the launch phase can benefit tremendously from public relations and, in particular, media relations.
Imagine, for example, that you run a small business that is trying to stand out in a competitive market. Through a well-planned media relations strategy, you could get articles and interviews in relevant publications, thus building your authority in the industry and improving your positioning. This kind of visibility not only increases your credibility in the eyes of potential customers, but it can also Attract the interest of business partners and investors.
One of the most interesting aspects of PR is that the message does not come directly from the company, as is the case with advertising, but is conveyed by an external, authoritative source, such as a journalist or media outlet. This creates an effect of validation: the public tends to trust the information reported in a newspaper more than an advertisement.
For example, imagine having to choose between three companies offering the same type of service. The first company has no media presence, the second has only reviews on its social channels, and the third has obtained (also) interviews and articles in influential newspapers. Even if all three companies offer a good service, the customer is likely to trust the third one more because it has built a credible media presence.
The concept of newsworthiness: the key element for an effective PR strategy
One of the key elements in achieving effective media coverage is newsworthiness. But what does "newsworthiness" mean? In short, a piece of information is "newsworthy" when it contains elements that make it interesting to the media and the public. However, not all of a company's activities are automatically newsworthy, and one of the most common mistakes is to think that every piece of internal news can turn into news.
Newsworthiness is a concept that can vary over time and must be contextualized. There are issues or areas that, at any given time, capture more media attention than others. For example, a few years ago, tech startups were particularly attractive to the media, which told stories of innovation and growth. Today, however, this type of communication has become more common, and it is not enough to simply talk about "startups" to get media coverage.
Sustainable fashion is another example of a topic that may have once garnered great interest, but now needs to be covered in more depth to capture the attention of journalists. It is no longer enough to claim to be in sustainable fashion; to be newsworthy, you need to contextualize the message, provide data and construct a more articulate narrative. In other words, the more a topic has been explored by the media, the greater the depth required to make it interesting again.
Artificial intelligence is another example of a topic that has undergone a similar evolution. In the past, stating that a company was working in the field of artificial intelligence was enough to attract attention. Today, to get media coverage, it is necessary to specify how AI is being applied to particular sectors or how it is affecting particular industries.
Relevance and topicality: how to choose the right timing
In addition to newsworthiness, two key factors for a successful media relations strategy are relevance and topicality. Relevance refers to the importance of the message to the target audience and media. Not all news, in fact, is relevant to all types of media.
Let's take the example of a microenterprise appointing a new manager to head the business sector. This news might be of interest to some online newspapers that cover business and career issues, but it is unlikely to find space in major national newspapers. On the other hand, the entry of a new CEO into a large multinational company might be relevant news for the major business newspapers.
Topicality, on the other hand, is about the timing with which a piece of news is communicated. Linking to events or trends of general interest can greatly increase the chances of getting media coverage. For example, if an influential organization publishes a report on youth unemployment, a vocational training company might take the opportunity to send out a press release highlighting how its courses help young people develop skills in demand in the job market. In this way, the company puts its communication in a current and relevant context.
A success case related to current events may involve the dissemination of a press release that links to a specific historical or economic moment. During the 2020 lockdown, for example, many companies had to adapt their ways of working to the new demands imposed by the pandemic. A company that provides video conferencing services may have taken advantage of this change to disseminate a release explaining how to make online business presentations more effective, responding to a current market need.
Responding to journalists' needs: a key element for PR success
One of the most important aspects of PR and media relations is to understand what journalists' needs are. A common mistake made by many companies is to focus exclusively on what they want to communicate, without considering what journalists are really looking for.
Journalists receive dozens, if not hundreds, of press releases on a daily basis. In order to stand out among the crowd, it is essential to understand what issues journalists are interested in and what news might capture their attention. This means that before sending out a press release, it is necessary to study the media and journalist you are targeting.
- What topics do they cover?
- What is the tone of the published articles?
- What issues do they talk about most frequently?
Once identified journalists most in line with their message, it is important customize the media pitch, or the message with which you introduce the news. Sending a release to a large number of journalists may seem like a more efficient approach, but it rarely leads to good results.
Journalists appreciate those who take the time to study their work and come up with content that is truly interesting to their audience.
A concrete example might be a technology company that has developed a new e-commerce solution. Instead of sending the same press release to all journalists, it might be useful to tailor the message for journalists covering technology, focusing on the innovative aspects of the product, while for journalists covering business issues, the focus could be on the competitive advantages the company offers its customers.
Long-term planning: building a sustainable strategy
PR is not something that can be "turned on and off" without planning. A successful PR strategy requires continuity and long-term planning. Building a media presence takes time and effort, but the results can be remarkable in terms of authority and reputation.
A common mistake is to think that just sending out a press release is enough to get immediate media coverage. In reality, it is necessary to develop a relationship with the media and build a consistent narrative over time. This means that it is not enough to just get an article or an interview, but it is necessary to continue to generate relevant and topical content that keeps the attention on the company high.
For example, a company that wants to strengthen its market positioning may plan a series of communications spread throughout the year, focusing on different aspects of its business. Initially, it might communicate an important piece of news, such as the launch of a new product or service. Next, it could offer an interview with the CEO or publish a case study demonstrating success with a client.
This continuity allows the company's attention to be maintained over time, building a solid reputation and greater authority in the industry.
The strategic value of PR for small businesses
In conclusion, public relations and media relations are powerful tools that can be used even by small businesses to build authority, improve market positioning, and increase credibility. However, PR success is not only guaranteed by the quality of the message, but also by the ability to identify the right stories, present them at the right time, and respond to journalists' needs.
To achieve lasting results, it is critical to plan a long-term strategy, maintain a consistent media presence and build strong relationships with journalists. Once a good PR strategy is built, the benefits can be substantial: increased visibility, established reputation and, ultimately, business growth.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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