Mastering Modern PR: Marketing Tips from the Experts

“The way we connect is changing rapidly, and modern PR now encompasses more than just traditional tools like newspapers and magazines. Today’s PR toolbox includes platforms like Facebook, Instagram, websites, and video content on YouTube and TikTok.

‘It’s not traditional PR any more; it’s about finding the right combination,’ says Sue Cade, owner of In The Right Order. Sue works with SMEs (Small and Medium-Sized Enterprises) and major businesses, drawing on her extensive experience managing Twitter and Facebook accounts, including for Bear Grylls.”

“Promoting your new business or product often starts with finding the personality behind the brand and deciding the story you want to tell. What is different about you – what’s your USP? This will help narrow down the audience you want to speak to,” she continues.

It is so important to get professional photos taken. “You will never regret it—not just of your product but of you. We like seeing the people behind the business. Having great photos improves your chances of your story being picked up, especially by the glossies,” Sue says.

Doing your research is also important. “Check out similar businesses and products to see what they’re doing in terms of PR. It’s not cheating; it’s good business sense. But don’t copy; make sure you find your own style,” she adds.

In terms of getting your story published, Sue says not to over-stress about crafting a beautiful press release. If your story is strong enough, the editor will make it work. “Google ‘how to write a press release’ to help you get started.” She advises looking up who to send a press release to – online, LinkedIn or Twitter are good places to start. “Track down a feature writer who writes for the sort of publication you’d like to be seen in. If they are interested, they’ll pitch the idea themselves.”

“If you want to be broadcast, approach your local radio stations – they’re always looking for good content, so ping the newsroom an email and tell them what’s different about what you’re doing,” continues Sue.

“Word of mouth is great PR, so get involved in the community, support a charity, sponsor a guide dog – but do it because you want to, not because you have to.

Enter any relevant awards, and when you write a submission, give lots of detail and remember to get that personality over!”

In PR and business, relationships are so very important. For example, some clients don’t like to shout out about what they do for charity. I point out to them that they are helping that charity by raising their profile. That’s the spin, but it’s honest spin,” Sue adds.

Hayley Reynolds agrees that you must form a relationship with clients and fully understand the person behind the brand. “You need to connect with the client first,” says Hayley, who set up RAW Food and Drink PR in Devon in 2011. “Having a point of difference is key, as is creating a mission statement to understand your business values, strengths and objectives fully. Investing from the start in a strong website, photography, and active social media channels will put you on the right track and really consider your key messages, which should be used in all communications,” she says.

Hayley says that once all this is in place, PR really comes into play. “If budgets constrict you and you need to do everything yourself, then ensure you are investing your time wisely, as you do not want to get too distracted from other key aspects of growing your business,” Hayley advises, adding that you need to be aware of the competition when trying to get noticed. “Those in the media are often short on time, so ensure you are giving them exactly the information, with the right tone of voice and images, which will be helpful to them. Meeting deadlines and knowing lead times is another crucial factor in determining whether you stand a chance of being featured,” Hayley concludes.