We’ve all heard about ‘PR disasters’ and seen the train-crash interviews that have left reputations in ruins, whether it’s a politician who thinks the interview is over but the mic is still on, or a Hollywood A-lister getting the tone wrong in a movie premiere interview.

However, what won’t make the mainstream headlines or filter into the pub chat is a ‘PR win’, or more generally, any positive response to good comms.

That’s because if your PR is being done well and your reputation is steady, it’s unlikely the broader public is aware. Instead, the results are only really recognisable to the business – whether that’s a more engaged target audience, higher sales or business growth.

That’s why it’s not worth waiting for when times get tough to call in the help. A good comms strategy is a crucial element of business planning and should be front of mind for senior leadership teams.

By ensuring your reputation is being managed through good times and bad, you not only anticipate challenges, but can look to drive growth through developing comms plans to support business strategy and build relationships with the media that you might need to call upon in a crisis.

PR plays a crucial role in business success and growth by enhancing visibility, improving public perception, and building credibility.

By crafting compelling stories that explain the need for your offering and sharing them with the right audience, you can ensure your business is recognised and respected by key audiences.

Key audiences will vary but across all customers, whether B2B or B2C, trust is fundamental. This can be built through clear and consistent messaging, transparency, and positive interactions over time.

Beyond customers, a solid reputation fosters advocacy among broader stakeholders, from partners to industry influencers, who can amplify and support business goals – and equally support you in the event of a crisis.

In an era where news travels fast, across multiple platforms, a good press team can swiftly address issues through transparent communication, ensuring brands maintain a positive image even in challenging times.

PR done right can demonstrate brand resilience and commitment to its values. Airbnb’s Ukraine Campaign is a great example of this, whereby the company partnered with international and regional non-profits to secure housing for up to 100,000 refugees, thanks in large to user-generated social media PR and clear and concise messaging.

Additionally, a well-crafted brand profile enhances credibility with investors, offering them a clear view of business achievements, and future potential, which in turn signals stability and positions them as a more compelling investment opportunity.

We’ve seen this with numerous clients that we’ve supported from start-up through to exit and that have gone on to be acquired by large financial institutions and global technology businesses.

High-quality coverage on respected news sites not only boosts brand visibility but also significantly enhances business reputation.

This positive media exposure creates a virtuous cycle: potential customers and partners are more likely to trust and engage with you when they see it featured in reputable outlets.

This trust extends beyond just recognition – it’s about ensuring positioning as an industry leader.

As businesses continue to be associated with credible and authoritative sources through coverage in relevant publications, this reinforces market position and can lead to increased opportunities for growth and partnership.

Finally, PR can play a supportive role in marketing efforts, complementing campaigns and amplifying their reach, through news coverage, opinion pieces, or social posts.

This boosts the effectiveness of campaigns, ensuring that your voice is heard loud and clear across various platforms, adding a halo effect – providing third-party, independent credibility to otherwise paid-for activity.

In essence, PR is a powerful catalyst for growth and business success, constructing and shaping image through consistent media presence.

By building credibility and reliability, PR elevates businesses, making them not just visible, but relevant to their target audiences. It positions businesses as key industry players, commanding attention, trust, and influence – crucial elements for long-term success.