We hear the phrase “we’re a best kept secret” from prospective clients more often than you’d think. We work with a range of companies which have never done PR before, and often limited marketing altogether, so it’s understandable they feel that way. 

But is there anything wrong with staying a “best kept secret”? Often businesses have been operating and growing and have been satisfied with the progress they’ve made. So, the short answer is, no. Every business is different, and every business’ goals are different.  

However, if you feel it might be time to let the cat out of the bag, it’s worth considering if PR could work for your business. As we’ve said before, no business is too dull for PR, provided you take the right approach, use the right messaging and target the right audience. And although it can be a challenge to get results when starting from a completely blank slate, it can also present an opportunity. 

Here’s what you might benefit from if you start spreading the word through a strong PR strategy:  

The ecosystem of PR

PR activity never exists in isolation. Once you start raising your profile, one opportunity leads to another. For example a news release could lead to a request for a comment piece which could lead to a judging or speaking opportunity. It’s not always that linear or that instant, but it does happen. You could be the perfect person for a journalist to quote in a piece. But, if you don’t start raising your profile and sharing your expertise, you can’t begin that journey. We’ve written more about the benefits of the PR ecosystem on our blog. 

A clear story you can (all) get behind

We start off PR activity with our Four Lens Messaging Session. This not only gives us the chance to get to know you and your company really well, it also gives your company the chance to get together and ensure everyone’s aligned on your key messages. As a busy founder or leadership team, you don’t always get the opportunity to come together and focus on that.  

Content to share further

I was talking to a prospective client today and she said (without prompting!) that she was keen to generate some content with authority to share on LinkedIn. She was happy to share her testimonials and blogs but they were only getting her so far. This is the right way to look at it. Your comments in a feature, an interview or an op-ed is ready made content for you to share, tagging the journalist and publication and giving everyone a clear indication of your point of view (and of the fact you’re available to comment further). 

SEO or GEO (AI-powered search) benefits

PR has long been important for search engine optimisation (SEO), but with the rise of generative engine optimisation (GEO) or AI-powered search, it will become even more key. That’s because AI-powered search (searching through large language models like ChatGPT) doesn’t involve “crawling” data in the same way as search engines like Google. Instead, it creates content, drawing on authoritative sources like media publications. So it’s more important than ever to consider investing in PR pros to get you into those publications meaningfully.  

Attracting new business

This is probably the number one reason people come to us – to reach a new audience. Their current networks will only get them so far. PR is not a pure sales channel – we’re clear about that – but it is a touchpoint as part of that sales journey. And it’s a channel that can pack a punch, allowing you to showcase products, opinions and news in multiple places, if done smartly. We’ve had feedback from clients that their strong media presence has had influence over their being chosen over competitors, and that’s incredibly rewarding. 

Nudging lapsed clients

And how about your lapsed clients? You may have a robust system for contacting previous clients, or you may not focus on that, but either way, having a media presence is a great way to remind them you’re still out there and still doing great work. Likewise with current clients – it’s never a bad thing to show them the breadth of your capabilities through a good PR strategy.  

Recruitment

And last but not least, PR is great for your current staff and your future team members. It allows people to discover more about you, especially if they’re doing their due diligence. We’ve even run successful PR campaigns all about company recruitment. And it’s good for your current staff to see a company championing their way – and potentially even them – in the media. 

So although there’s nothing wrong with secrets, you might find there are benefits to lifting the lid. Some of which you might not have anticipated. For more on the benefits of PR, have a look at our blog.