Got big plans for your small business this year? A game-changing product launch? Expansion to new markets? A head-turning influencer partnership? Whatever your goals, a killer PR strategy can be your secret weapon – but how do you make sure yours works for you?

Let’s be honest – PR in 2025 looks very different from even a few years ago. With AI transforming communication, employees becoming powerful brand voices, and micro influencers shaping purchase decisions, you need a strategy that’s both forward-thinking and firmly tied to your business objectives. One thing’s for sure: it’s not just about press releases any more.

So, how can you build a PR strategy that makes sense for your business (and your budget)?

The most effective PR strategies begin with clear business objectives. But here’s where many small businesses stumble: they struggle to translate ‘increase revenue by 20%’ into stories that journalists want to write about and customers want to share.

Pro Tip: Create a ‘Goal Translation Map’:

1. Write down your business goal (such as ‘increase website leads’).
2. Ask: ‘What’s the human story behind it?’ (such as ‘We’re helping small businesses connect with their local communities’).
3. Now ask: ‘Who cares about this beyond your bottom line?’ (such as ‘local customers’).”

For example, if your goal is to increase online sales, your PR strategy might focus on sharing customer success stories, positioning your expertise through thought leadership, or highlighting your unique approach to customer service.

In 2025, even small changes in your PR strategy should be backed by data. For example, if your business goal is to increase sales by 20%, your PR metrics might track:

• How many potential customers read about you in the media
• Whether website visits increase after press coverage
• If your expert articles are leading to sales inquiries
• Which types of PR activities drive the most customer engagement

A good PR professional will help you set up simple systems to track these numbers and then use them to tell compelling stories. For instance, “Local bakery sees 50% surge in orders after community initiative” is much more interesting than “Business implements new marketing strategy.”

Pro Tip: You don’t need complex tools to start. Many of our clients begin with a simple monthly check-in where we review their basic data and adjust their strategy accordingly.

Creating a PR strategy that aligns with your business goals requires systematic planning. Here’s how successful small businesses are approaching it in 2025:

Short-Term Tactical Planning

– Monthly content calendars aligned with business milestones

– Regular media monitoring to spot opportunities

– Quick-response protocols for emerging trends

Long-Term Strategic Vision

– Quarterly strategy reviews with PR pro input

– Integration with marketing and sales initiatives

– Flexible response plans for market changes

Pro Tip: Even with limited resources, professional PR support can help you create a scalable strategy. Some of our most successful clients started with just a few hours of monthly strategy support before growing into more comprehensive PR programmes.

Every small business needs these essential elements in their PR strategy:

Strategic Message Framework

– Core business messages translated into compelling stories
– Audience-specific messaging that resonates with your targets (StoryBrand is amazing for this!)
– Clear value propositions that support your business goals

Digital Integration Strategy
– SEO-optimised press materials
– Social media amplification plans
– Multimedia content approaches (shortform video is a must for 2025)

Measurement Systems
– Goal-specific KPIs
– Regular reporting templates
– ROI tracking mechanisms

Consider Sarah’s artisanal food company. Her 2024 business goal was to increase wholesale partnerships by 30%. Instead of just sending out product samples, her PR strategy:

– Positioned her as a sustainable food expert
– Created compelling content about food industry trends
– Developed relationships with relevant trade media
– Generated buzz through carefully planned product launches

The result? She exceeded her partnership goals by Q2 and gained valuable media coverage that continues to drive business growth.

1. Review your 2025 business goals
2. Identify which goals need PR support
3. Determine your resource availability
4. Consider what level of PR support you need
5. Create a flexible strategy that can grow with your business

✓ Document your business goals with clear, measurable targets (for instance ‘Increase qualified leads by 25% in Q2’)

✓ Develop your key messages for each business goal, with specific proof points and customer stories

✓ Create and categorise your target media list (industry press, local news, trade publications, etc.)

✓ Map your business milestones to PR opportunities in a quarterly content calendar

✓ Set up a monthly metrics tracking system (including media coverage, website traffic from PR, speaking opportunities secured)

✓ Document your crisis communication protocols and identify key spokespersons

✓ Allocate budget for professional PR support (whether that’s monthly strategy sessions or full implementation)

✓ Schedule quarterly review dates to assess progress and adjust your strategy

Ready to unlock the power of PR for your business? Let’s get started today. Book your FREE 30-minute consultation with Jo to discuss a tailored PR plan for your 2025 goals here.