How to Build a PR Strategy That Grows with Your Business

Public relations (PR) isn’t just about securing media coverage or issuing press releases; it’s about building relationships, shaping your narrative, and positioning your business for long-term success. 

You’re in business to grow, right? PR can help, but it’s not a set-it-and-forget-it system.

As your business scales and evolves, your PR strategy needs to evolve as well to reflect new goals, audiences, and opportunities. Here’s how to create a scalable PR strategy that grows with your business.

1. Start with a Solid Foundation

Every effective PR strategy begins with clear goals. For a startup or small business, those goals might focus on building brand awareness or establishing credibility. As you grow, your objectives will likely shift to:

• Positioning your business as an industry leader.

• Announcing significant milestones, like product launches or market expansions.

• Managing your reputation in a competitive landscape.

Action Tip: Define 3-5 measurable PR objectives for your business annually. Revisit these objectives quarterly to ensure they align with your growth trajectory.

2. Evolve Your Messaging

Your brand message at the start of your business may focus on introducing yourself to the market. As you grow, your messaging should reflect your organization’s maturity, expertise, and impact.

Key Steps to Refine Messaging:

• Highlight achievements such as awards, partnerships, or case studies.

• Develop thought leadership content that showcases your expertise.

• Adapt your tone to align with your audience’s changing expectations.

Example: A tech startup initially emphasizing innovation might later shift to promoting reliability and industry influence as it gains credibility.

3. Expand Your Media Outreach

Early-stage businesses often focus on local or niche media. Growth opens doors to higher-profile opportunities, but it requires a strategic approach.

Steps to Expand Media Outreach:

• Build relationships with journalists and editors in your industry’s leading publications.

• Pitch exclusive stories to top-tier outlets that align with your new goals.

• Diversify your coverage by exploring podcasts, webinars, and influencer partnerships.

Action Tip: Create a tiered media list that includes local, regional, national, and international targets. Update it regularly to reflect your growing ambitions.

4. Leverage Thought Leadership

As your business scales, position your executives or subject matter experts as industry leaders. This builds credibility and attracts new opportunities.

Ways to Build Thought Leadership:

• Write guest articles for industry publications.

• Speak at conferences and participate in panel discussions.

• Host webinars or release white papers on trending topics.

Example: An e-commerce founder could publish insights on supply chain resilience, demonstrating expertise in a critical area.

5. Integrate Data and Technology

Scaling businesses can’t rely on guesswork. Use data and technology to inform and optimize your PR efforts.

Tools to Consider:

• Media Monitoring Tools: Track coverage and measure sentiment.

• Analytics Platforms: Understand which PR campaigns drive website traffic or leads.

• AI-Powered Pitching Tools: Identify the right journalists and tailor pitches effectively.

Action Tip: Invest in a PR CRM to centralize contacts, track outreach, and measure impact as your team grows.

6. Anticipate and Manage Risks

Growth often brings increased scrutiny. Proactively address potential risks to protect your brand reputation.

Steps to Manage Risks:

• Develop a crisis communication plan that includes pre-approved messaging and a designated spokesperson.

• Monitor social media and news for potential issues in real time.

• Train your team to handle inquiries professionally and consistently.

7. Showcase Your Growth Story

Use PR to celebrate your journey and share milestones with your audience.

Ideas for Sharing Your Story:

• Announce funding rounds, new hires, or market expansions through press releases and social media campaigns.

• Create case studies that demonstrate the impact of your growth on clients or communities.

• Partner with media to develop feature stories about your business’s evolution.

Example: A sustainable fashion brand could highlight how growth has enabled larger investments in eco-friendly materials.

Bottom Line

A scalable PR strategy evolves alongside your business. By refining your goals, messaging, and tactics, you can ensure your PR efforts amplify your growth and position your brand as a leader in your industry. With the right approach, PR becomes not just a tool for visibility but a driving force behind your long-term success.

Ready to Take Your PR to the Next Level?

Your story deserves to be told—and we’re here to help you tell it. Whether you’re looking to build brand awareness, position yourself as a thought leader, or engage your audience with impactful content, our team is ready to craft a PR strategy tailored to your goals - both now and in the future.

Let’s start with a conversation. Click here to schedule a consultation and discover how we can help you amplify your voice and grow your business.

About The Author

Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, as well as a frequent podcast guest.

Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.

To connect with Lauren, please send an email above, or book a consultation.