Blooming Publicity

Last week, I spoke to an entrepreneur with years of experience, a true knowledge expert. "Linda," he said, "we are doing everything right. Our customers are satisfied, our product is top-notch, but we just can't manage to grow. How do we get the attention we deserve?" A recognisable story for any entrepreneur. He had many puzzle pieces of a successful business, but at least one was missing: good public relations.

Public relations is perhaps the most underrated tool in the entrepreneurial toolbox. While your competitor spends thousands on advertisements, you can get into the news with ease with the right PR approach. Sounds too good to be true? Then it's time you learned about the power of free publicity.

What is public relations?

Public relations is the art of creating meaningful connections between your company and everyone who matters: customers, media, partners and the community. It is fundamentally different from advertising because you are not selling directly, but building trust. How? By sharing authentic stories on objective third-party platforms.

PR works like a warm recommendation from a good friend, so to speak. An example: as an accountant, you can advertise that you are the best. But when the local newspaper writes about how you saved three companies from bankruptcy, it creates something much more powerful: credibility that you cannot buy.

Public relations creates a kind of invisible network of trust around your business, we could say. When people hear your name, they automatically think of positive associations. This does not happen overnight, but slowly builds up through consistent, valuable communication.

What does PR do for your business?

PR creates trust in a way that no advertisement can match. When an independent journalist writes about your company, you get a credibility you can't buy anywhere. After all, readers trust editorial content much more than ads because they know there is no commercial interest behind it. Moreover, PR builds your reputation for the long term. A good story in the media can last for years.

For SMEs, PR is particularly valuable because it forges a level playing field. A small company with a good story can get the same media coverage as a big competitor. It's not about your budget, but about the quality of your stories.

What is the difference between PR and marketing?

Many entrepreneurs think that PR and marketing are the same thing, but this is a misunderstanding that can cost you dearly. Marketing is like inviting people to a party where you are the host. PR is making sure other people rave about how great your parties are.

The fundamental difference is in control and perception. In marketing, you control everything: the message, the look, when and where it appears. Everyone knows you paid for it. In PR, you hand over some of the control to journalists and editors, but get something much more valuable in return: independent credibility.

Public relations vs marketing; ROI

The investment also varies drastically. Marketing costs money every time you want to be visible. PR is an investment that continues to pay off. An interview published today can bring in new clients for years at no extra cost.

What is the role of public relations in your marketing strategy?

PR and marketing are not competitors, but a perfect pair. PR lays the foundation for trust and brand awareness, making your marketing much more effective. Imagine placing an ad after a positive article about your company has just been published. That ad instantly has much more impact.

Journalists know very well what is going on in society. If they catch on to a particular topic or theme, that can also be a good basis for your marketing activities. PR also makes your brand more human. While marketing is often about products and services, PR focuses on the people behind the company. This makes your company more accessible and likable to potential customers.

The impact of Public Relations

Public relations is a double-edged sword. It can lift your business to unprecedented heights, but it can also do considerable damage if handled incorrectly. Let's look at both sides.

Positive PR

Positive PR works like a snowball effect. It starts with one good story and rolls on and on. Customers start recommending you because they "know you from the media". New employees want to work at a company that is in the news with positive stories. Suppliers and partners take you more seriously because you are visible in the market.

Negative PR and how to deal with it

Negative PR is a reality any business can face. If you face this, deal with it professionally. Speed is crucial. The faster you react to negative coverage, the better you can limit the damage.

Transparency and honesty are your best friends in a PR crisis. Do not try to hide or deny anything if it is not true. People appreciate sincere apologies and concrete steps to solve problems. A well-handled crisis can even lead to more trust than before the incident.

How do you get in touch with the right journalists and build a relationship?

Building relationships with journalists takes time and patience. Just like any other relationship. The contact should always add value for the journalist, not for you. Read more on this topic here.

How do you measure the success of a PR campaign?

You measure the success of your PR efforts on several levels, with the deepest impact often the most difficult to measure. Direct indicators such as website visits after media coverage provide quick insight, but the real value lies in the long-term effects.

Observe changes in how people respond to your business. Are you getting more frequent calls from people saying "I read about you..."? Do customers refer friends more easily? These are signs that your reputation is growing.

What PR help is there for SMEs?

The PR world has several players, each with their own specialisation and approach. Large international PR agencies offer full-service services, and can be overwhelming and at the same time pricey for SMEs. They often focus on big brands and complex campaigns.

Somewhat more local PR agencies understand the regional media better and often have personal contacts with journalists in the area. They can be effective for companies that operate mainly locally or regionally.

Specialists versus generalists

Freelance PR consultants offer flexibility and personal attention. They usually work with a select group of clients and can therefore go deeper into your company's specific needs.

There are also specialised agencies that focus on specific sectors such as tech, healthcare or retail. Their sector knowledge can be super valuable, but they are not always available in all regions. Nor do they lack the power of PR to be able to bring the complete picture of your company to the attention of various (equally relevant) media outlets. This is something I often see going wrong with many niche PR experts.

What exactly does a PR agency do?

In my opinion, a good PR agency does much more than just send out press releases. They start by developing a PR strategy that aligns with your business goals. This means: determining what messages you want to convey, who your target audience is and through which channels you can best reach them. And therefore what media opportunities there are.

They help you discover the story behind your business, get to the bottom of the thread and shape it in a way that appeals to media and audiences. Not every company naturally has a newsworthy story, but a good agency knows how to find or develop and realise it.

How is 'With Ease In The News' different from regular PR agencies?

Regular PR agencies think up and do everything for you. Fine, of course, but this way you are and remain dependent on them. To make sure you really understand the media game and can continue to be in the news yourself with success and ease, I personally teach you everything you need to know about public relations.

Approaching the press and giving interviews can be exciting. This may be due to inexperience, bad experiences or personal barriers. You can only make one first impression with the journalist. Therefore, it is important that it is powerful and professional right from the start.

Before we approach the media for your business, together we make sure you and your business are ready. Because public relations and media attention are great for your business, but you need to be able to cash in on this attention. There are other companies similar to mine and my approach, but not this very specific approach. And thus usually less successful.

Start PR for your business today

The question is not whether you should start with PR, but when. Start small, but start today. It doesn't have to be a big campaign right away. Start by discovering your newsworthiness. What makes you different? What problems do you solve for customers? What does this mean for them?

Book a strategy session and let’s explore together how we can get your business in the news with ease. You deserve the attention that matches your expertise. It’s time for the world to hear your story.

Linda Graanoogst,
PR expert and hypnotherapist for top entrepreneurs