When you’re building a new business,
you need to identify the essentials
that will help get your idea off the ground:
• Figuring out your budget
• Creating a strong business plan
• Setting up your website
• Hiring the right people
But it’s also important to look beyond
immediate financial benefits, and lay the
foundation for future success.
That’s where public relations
PR will help you establish and grow
your brand’s reputation and reach, so
you can start talking to new customers.
A public relations team will
also help to make sure your
message gets in front of the
right target audiences.
As a new business, you need to
get into the public eye so you
can operate on a level playing
field with bigger competitors.
With the right PR
strategy, you won’t
need a massive
budget, as long as you
have smart ideas and
5 ELEMENTS OF A
1. Develop A Clear Message
2. Spread The Word
3. Showcase Your Expertise
4. Be Prepared To Respond
5. Measure Your Success
You have good ideas to share
and something valuable to say.
The question is,
you say it?
With a team of PR experts, you can craft
your message so it resonates with the
exact audience you want to reach.
When developing messaging, keep
it short and make sure your wording
You should be able to clearly outline
your value in a few sentences.
Avoid confusing people with an
avalanche of buzzwords.
Take a look at other businesses in your
market for inspiration, but don’t
simply copy competitors or you’ll end
up sounding just like everyone else.
It’s crucial that you can
identify what makes
your business different.
CONSIDER THESE QUESTIONS:
What added value
to the market? What benefits does
your product or
need or challenge
are you addressing?
Once you’ve developed your
message, you can start sharing it
to create a voice for your business.
Your PR team will have experience
in identifying and connecting with
the right target audience. They’ll
work with you to develop the best
tactics for engagement.
To identify the right channels, you
need to think about how your
audiences spend their time, and
how they engage differently
within each channel.
This could include:
TV & RADIO
An experienced PR team has
established relationships with
influencers across each of these
They can help you communicate
your message in a way that
captures (and keeps) attention.
With great content and a clear message,
you can create a connection with each
of your target audiences.
to showcase a
journalists with a
Before you start trying to get media
coverage or build a public profile, it’s
important to know what’s actually
newsworthy (and what’s not).
A one-size-fits-all approach won’t work.
You need to demonstrate your expertise
by making sure what you have to say is
relevant, informed and contextual.
With effective PR, you can tailor your pitch
to be relevant to the right journalists’
coverage area and audience.
This helps get their attention and is
also valuable for building long-term
If you’re trying to build your profile online, a
smart PR strategy will ensure you’re not just
joining conversations for the sake of it.
Pick the platforms that are relevant to your
audience, then develop content based on the
topics your spokespeople are knowledgeable
and passionate about.
If your service is aimed at a B2B
audience, consider publishing
LinkedIn content about hot
topics in your industry, or
contributing opinion pieces to
relevant business publications.
If you’re marketing to a consumer
audience, seek out communities on
social networks and contribute to their
discussions – but only when you’ve got
something valuable to say.
Every business owner hopes for
smooth sailing, but all organisations
are vulnerable to a potential issue
or crisis … and they usually arrive
For a new and evolving
start-up, the challenges
So it’s important to be
While crises are rare, smaller issues arise
regularly. When they do occur, no matter the
size or scope, an experienced PR team
They won’t just wave a magic wand to fix
problems after they occur. To effectively
manage a crisis, you’ll need a plan ready to go.
Your PR team will work with you to anticipate
potential issues, develop a plan of attack and
train your spokespeople to respond to media
This means you can start responding
proactively to relevant conversations in
the media and online, limiting the damage
should an issue arise.
Once you’re investing time and money in a
PR strategy, you need to determine
whether it’s actually helping to increase the
credibility and awareness of your brand.
What are your markers of success?
Work with your PR team to
develop a range of
and tactics to suit your
specific business outcomes,
whether you’re looking to
build awareness or drive sales.
Your markers of success
SHARE OF VOICE
Success looks different to every
business, but it’s important to
determine this at the
Every element of your PR
strategy should contribute
to a clear objective.
At Spectrum Group we tell the stories
that won’t tell themselves. We help
brands cut through the noise with a full
range of integrated communications
services, including content, PR, social
media and design.
WHO WE ARE
Get in touch with us to talk about how to
create content that will get your message
in front of the right audience and deliver
strategic advice that supports your overall
HOW WE CAN HELP
Email us at