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how a sydney pr agency can boost your business growth
Large businesses and start-ups alike turn to PR to set them apart in a cluttered Sydney market. In this blog we’ll cover the best occasions to use PR to turbocharge business growth and the things you should consider along the way.
We’ll cover how PR changes across three different phases of business:
- Business launch: Tips for a successful launch PR campaign
- Scale-up: Using PR to skyrocket business growth
- Maturity: Reputation management during a time when you need to be a steward of your brand
1. Business Launch: PR Campaigns To Launch Sydney Businesses
In many ways launch PR in a cluttered Sydney market can be the hardest PR campaign you ever do. This is because your business lacks credibility at the beginning which is a key marker for journalists to be interested in your brand. However, there are some things you can do to stand out from other start-ups as a founder or marketing manager and potentially make your launch campaign have the best ROI of any campaign you ever do.
Our top tips for start up PR are:
- Use your founder story. Your story isn’t just about the products or services you offer—it’s about who you are and why you’re passionate about what you do. You can also leverage your industry expertise, previous work history or education to help supplement the aforementioned lack of credibility. Sometimes this involves setting aside your sense of imposter syndrome. And. Just. Going. For. It. One of my favourite Founder stories is that of our client: Rachel Bajada at Noshu in Sydney who shares her family’s history with diabetes to inspire her range of low sugar treats that taste delicious. Rachel’s authentic story underpins her business’s success and still inspires new product innovation today.
- Know where your audience stay, work and play. Is your market young, busy Sydney professionals or mums nationwide? You need to know this before you select your media or influencer targets. And try to leave vanity metrics out of the equation. Front page of a traditional newspaper when your market is Gen Z will do more for your ego than reaching your audience.
Here’s some questions to ask:
- Who are they? Think about their age, location, interests, and needs.
- Where do they hang out? Are they on Instagram, LinkedIn, or maybe they still love good old email newsletters?
- What do they care about? Is it quality, affordability, sustainability, or something else?
2. Scale-up: Using PR To Skyrocket Business Growth
Scale up can be the busiest time for a burgeoning business – you’re growing demand but your resources may not have yet caught up. However, you can reap what you so sew when it comes to PR because you often have better distribution and a bit more credibility under your belt when it comes to promoting your brand. You also may have attracted some major new business wins, large scale contracts or venture capitalist investment which all make great news hooks for PR stories.
Our top tips for this phase include:
- Build Strong Media Relationships: At this stage, strong media relationships can make a big difference. It’s not just about getting coverage; it’s about building connections that will help you in the long run. A great way to foster those relationships are to offer exclusive opportunities by giving a top tier journalist exclusive interviews, sneak peeks, or behind-the-scenes information that you don’t intend on sharing with other media. This gives them a point of difference to market to their audience and they are likely to give the story a bigger share of voice in their overall coverage. Offering an ‘exclusive’ is a tactic often used by PR agencies like ourselves to land a story in a major publication and give it strong airtime. Almost all the work we do with Sunrise on Channel 7’s studio in Sydney is exclusive.
- Sign up to journalist subscriptions: Services like Source Bottle or Social Diary provide the opportunity for journalists to shoutout for experts or case studies that they need to support their story. Respond quickly and provide all the information they need. You never know, you may be exactly what they are looking for.
3. Business Maturity: How To Be A Good Brand Steward Using PR & Reputation Management
At this stage, your brand is more established, your customer base is larger, and your market presence is more significant. You’ve got a lot to lose financially and in the court of public opinion. That doesn’t mean you can’t take risks with fun PR stunts to cut through the clutter, but you do need to be more considered.
Here’s our top tips for managing this phase:
- A simple but robust crisis management plan. It’s crucial to plan for the worst before shit hits the fan, so they say. It also avoids conflict that can happen as executives argue about whether to confront a crisis or bury their heads in the sand. Most PR agencies offer crisis management of some form and can support you with a crisis management plan. The other important consideration is that this should not sit dormant in a folder. All key people should be trained, and spokespeople should receive specialised crisis media training
- Prioritise social media. On the theme of process: much of the discourse around your organisation will be held online so ensure community management and sentiment monitoring is a large part of your strategy. You need to be listening and responding to the conversations about your brand. Second, on the social media theme, ensure that your organisation has a social media policy for your internal channels as well as employees. Issues spread like wildfire on social media and often employees can be at the centre.
Lastly, ensure your PR approach is evolving with your business stage and the opportunities it presents to maximise your return. The same shoestring campaigns you did in the start-up phase could backfire in maturity phase. To really boost your business growth, and stand out in cluttered markets like Sydney, you need to constantly be reevaluating.
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