How to get people talking about your business when you're not in the room

PR isn't about appearing in one article and then sitting back and watching the sales roll in.

When someone reads an article about your business in the press or in a guest blog - or listens to you on a podcast - it starts to build credibility and awareness.

Exellent work!

But people soon forget. They need to keep seeing you and your business again and again - ideally in different publications, or via shares of your press coverage on social media.

Getting your business seen consistently in trusted titles keeps you top of mind. And each mention in the press gradually strengthens trust in your brand.

While one pitch or article can really help your brand to make a splash, it's the 'drip-drip' effect of coverage that you ideally want to aim for.

How not to be a one-hit wonder

I’d suggest starting with getting featured in a couple of simple business profile pieces. Lots of publications run these. They’re a great way to build your confidence because you get more control over what’s published about your business.

You could then move to pitching a news article idea to your local paper or the trade press - or putting yourself forward as a podcast guest. These are both great ways to dip your toe into PR.

After this, spread your net wider; explore bigger features, Q&A articles, local radio interviews, guest blogs like this one, top tips articles, getting featured in gift guides, or sharing expert comment in wider articles.

The repetition of showing up regularly with a clear story is where the magic happens.

This is what gets people talking about your business when you're not in the room.

Building relationships with journalists

The key is pitching ideas regularly to a variety of media, and building relationships with journalists. Here are my top tips for doing this:

• Find the journalists who write about your sector, read their articles and follow them on social media

• Contact these journalists with ideas and ask if you can help with anything they're working on

• Reply to the odd #journorequest on social media - X, BlueSky and LinkedIn are all great places to start

Be helpful, and generous with your advice and insights.

You won't get a 'yes' every time. But you'll get on the right journalists’ radar. And when they need an article or comment, they'll be much more likely to contact you.