By India Dowley

In today's fast-paced and competitive business landscape, effective public relations (PR) can be a game-changer for small businesses and brand owners. PR can help elevate your brand's visibility, establish credibility and create lasting connections with your target audience. But how do you know if your business is truly ready to take the plunge into the world of PR? 

PR is a journey that requires careful planning, strategic execution and a commitment to ongoing relationship-building with media outlets and your target audience. By assessing your brand identity, milestones, objectives, online presence and willingness to invest, you can determine if your business is ready to take this exciting step. In this article, we'll explore the key indicators that signal your small business or brand is primed for a successful PR campaign. 

1. Strong brand identity and messaging

Before diving into PR efforts, it's essential to have a well-defined brand identity and clear messaging. A consistent and compelling brand story will be the foundation upon which your PR strategy is built. If your business has a distinct brand voice, a compelling mission and a unique value proposition, you're off to a great start.

2. Notable milestones or achievements

Has your business recently achieved a significant milestone, such as launching a groundbreaking product, expanding to a new market or reaching a new customer base? PR is an effective way to share these accomplishments with the world and generate excitement around your brand.

3. Clear business objectives

PR efforts should align with your business objectives. If you have a well-defined growth plan, entering new markets or launching new products, PR can amplify your efforts by creating buzz and driving interest among your target audience.

4. Engaged online presence

In today's digital age, an engaged online presence is crucial for successful PR. If your business has an active and responsive social media presence, a well-maintained website, and a blog or content hub, you're more likely to capture the attention of journalists and bloggers.

5. Industry trendsetter status

Are you leading the charge in setting industry trends or pushing boundaries? If your brand consistently finds itself at the forefront of innovative concepts or pioneering approaches, PR can help magnify your influence and enhance your reputation as a trailblazer.

6. Authentic storytelling

Compelling storytelling is at the heart of PR. If your brand's narrative resonates with authenticity and evokes emotions, you have a powerful tool at your disposal. Genuine stories have the potential to captivate media and consumers alike.

7. Positive customer relationships

Solid relationships with satisfied customers can be the bedrock of PR success. If your brand has a loyal following, glowing testimonials, and a community that champions your offerings, PR can help you leverage these connections for broader recognition.

8. Willingness to invest in PR

PR, like any strategic initiative, requires an investment of time and resources. If your business is willing to allocate resources for PR activities such as media outreach, press releases, and relationship-building with journalists, you're on the right track.

Six of our favourite recent PR campaigns:

1. Tony's Chocolonely, Oxfam and Glastonbury

The collaboration between Dutch confectioners Tony's Chocolonely, renowned music festival Glastonbury, and poverty-fighting charity Oxfam proved triumphant. Tony's Chocolonely's limited-edition chocolate bars, concealing coveted Glastonbury tickets, not only drew in new customers to Oxfam's stores but also ignited a frenzy on social media. This innovative scheme targeting Glastonbury hopefuls not only sold out quickly but also generated captivating content, creating a remarkable PR moment.

2. Fenty Beauty at the Super Bowl

Rihanna's halftime show at the 2023 Super Bowl wasn't just a musical spectacle; it showcased her business prowess as she seamlessly incorporated her cosmetics brand, Fenty Beauty. A mere four-second touch-up using her product resulted in an 883% surge in Google searches for Fenty Beauty immediately following the Super Bowl. This strategic product placement translated to a remarkable $11.3M Media Impact Value for Fenty Beauty, demonstrating the PR potential of a well-timed on-stage moment.

3. Oatly's Bold Transparency

Oatly's unconventional approach took transparency to a new level with the launch of, a daring platform inviting criticism. By allowing critics to gather and voice their opinions, Oatly not only generated buzz and media attention but also showcased their commitment to openness. The bold move, discovered organically by the public, stood as a testament to Oatly's unique marketing strategy and willingness to confront controversy head-on.

4. Who Gives a Crap's Unconventional Valentine's Day

Toilet paper company Who Gives a Crap redefined Valentine's Day with their "Flush Your Ex" campaign, urging people to send ex-partners' love letters to be recycled into useful products. The unexpected and timely campaign creatively tied recycling to emotional closure, capturing attention and underlining the brand's commitment to sustainability.

5. Spotify's Wrapped Campaign

Spotify's Wrapped campaign unveils 16 listening personality types, reflecting your music preferences. Beyond songs, it reveals traits and behaviours, while "Audio Day" narrates your music journey from morning to night. Wrapped taps into our love for self-discovery, using personality tests like Myers-Briggs to foster connection. The interactive nature makes sharing easy, building authentic bonds. User-generated content drives sharing on social media, enhancing believability. This annual celebration of shared Spotify moments rewards loyalty and offers a seamless brand experience.  

6. Visit Iceland’s "OutHorse Your Email

This inventive campaign introduces a novel solution for holidaymakers plagued by work emails. Trained Icelandic horses, including Litla Stjarna, Hekla, and Hrímnir, compose "out of office" responses using corporate buzzwords, providing a humorous way to disconnect. This playful initiative not only underscores Iceland's stunning landscapes and friendly atmosphere but also lets tourists fully embrace their trip without the intrusion of work demands by “OutHorsing” their inbox.

Feel ready for PR? Drop us an email to talk to our team about how to tell your story. 

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