10 Effective PR Strategies to Elevate Your Brand

Public relations is one of the most powerful ways to shape how people see your brand—whether you're just starting out or scaling up.

In my journey building an affiliate business and launching a digital agency, I’ve seen how the right PR approach can open doors, create credibility, and spark real momentum—even without a huge audience or media connections.

You don’t need to be everywhere, but you do need to show up strategically. In this guide, I’ll walk you through ten PR strategies that can help you stand out, stay relevant, and grow your business with purpose.

Let’s get into it.

10 Effective PR Strategies

1. Develop A Clear Communication Strategy

When I launched my agency, I started working with web design clients right away—but I hadn’t taken on PR clients yet. At this time I wasn't proposing PR services.

A few months in, I wrote a press release to announce the launch of our private client portal. It wasn’t just about making noise—it was about showing how we communicate differently, how we prioritize clarity, and how we create a more personal, streamlined experience for every client we work with.

But here’s what I quickly realized: without a clear communication strategy, everything feels scattered. You start posting, pitching, and promoting without a central message—and it shows.

So, I stopped. I asked myself the same five questions I now share with every business owner I talk to:

• What do I actually want to be known for?

• Who am I speaking to?

• What do they care about?

• Where are they spending time?

• And how do I say something that actually connects?

Answering those honestly gave me direction. It helped me show up online with purpose, not pressure. No fluff—just clarity.

Clarity builds confidence. And confidence is what makes your message magnetic.

If you’re not sure where to start, here’s a simple framework I use (and walk others through):

• Set Clear Objectives: Know whether you want to boost awareness, launch a product, or manage a crisis.

• Understand Your Audience: Dig into who they are, what they care about, and where they spend time.

  
  

• Research the Landscape: Know your competitors, the media, and industry trends.

• Choose the Right Channels: Are they on social media, reading blogs, or tuning into podcasts?

• Craft Your Message: Make it clear, concise, and relevant to your audience.

This is the exact approach I’ve used to build my brand, grow my online business, and now launch my PR offering.

And if you’re building your brand from scratch like I did—you don’t need to do it all at once. You just need to start with clarity.

A well-defined communication strategy ensures your messages align with business objectives and resonate with your target audience. According to EC-PR, a comprehensive communication strategy leads to more effective messaging and serves as a roadmap for your organization's outreach efforts. Source: EC PR

2. Create Quality Press Materials

When I wrote the press release for my agency’s private client portal, I wasn’t doing it to get attention—I was doing it to walk the talk. I wanted to show potential clients the kind of clarity and tone I’d bring to their brand. 

Even though I hadn’t landed PR clients (I only proposed web design services at this time), that press release was proof: I knew how to structure a message that sounded human, relevant, and press-ready.

And here’s what I’ve learned from that process (and the countless drafts that didn’t make the cut):

• Be Clear and Concise: Journalists are busy. Don’t waste their time with fluff. Lead with the strongest angle and cut the filler.

• Include the Essentials: Who, what, when, where, why. It sounds basic, but missing even one of these can bury your chances.

• Tailor to the Audience: A one-size-fits-all release doesn’t work. Always adjust the tone and content depending on the outlet or journalist.

• Add Value, Not Just Noise: Ask yourself: “Why would a journalist care?” Your release should answer that before they even ask.

  
  

I may not have had PR clients at the time, but I treated my own agency like one—because credibility starts with how you tell your story.

Press releases remain a powerful tool for communication and marketing. They offer credibility, attract media coverage, enhance SEO, and provide content for multiple channels. In industries like CBD, press releases are particularly effective for educating consumers, building credibility, generating media interest, and driving sales. Source: Agility PR Solutions

3. Build Relationships With Journalists

If you want consistent media coverage, it starts with trust—not just cold emails and hope. I’ve spent time studying how they think, what they cover, and what makes them hit “delete” on a pitch versus “forward this to my editor.”

Instead of rushing the process, focus on laying the groundwork to connect intelligently and respectfully—not by spamming inboxes, but by understanding what truly helps journalists do their job.

Here’s what I’ve learned so far:

• Find the Right Journalists: Relevance > reach. The best connections happen when your story aligns with their beat.

• Do Your Homework: Read their articles. Understand their tone, interests, and angles. It’s not just polite—it’s strategic.

• Personalize Your Pitch: A good pitch doesn’t feel like one. It feels like, “I thought this might help your readers.”

• Be Reliable: Journalists don’t need fluff or AI copy paste pitch—they need facts, clarity, and responsiveness. Being a valuable source opens doors over time.

Establishing strong relationships with journalists can lead to increased media coverage. However, the relationship between PR professionals and journalists varies, with about 18% of journalists stating that their relationships with communication professionals have become more valuable, while 16% reported a decline. This highlights the importance of nurturing positive interactions with media representatives. Source: Redline

4. Establish An Online Presence

You don’t need to be everywhere—but you do need to be present where your audience actually pays attention. That’s something I’ve learned firsthand from growing my own brand across multiple platforms.

When I launched my brand, I focused on building genuine visibility—not just numbers. Today, I’ve grown to over 2.2K+ connections on LinkedIn, 1.2K+ followers on X (formerly Twitter), and 2K+ on Tumblr.

I didn’t get there overnight—and I didn’t try to “go viral.” I simply showed up consistently and shared value.

Here’s what I’ve learned—and what I’d recommend:

• Create Social Profiles: Choose platforms that align with your audience. I use LinkedIn to connect with professionals, X for conversations and quick value-driven posts, and Tumblr to reach creative minds and small business owners.

• Post Consistently: Don’t let your profile go quiet. Show up with insights, updates, or even just behind-the-scenes moments. Consistency builds familiarity—and trust.

• Engage Back: Comments and DMs aren’t noise. They’re opportunities. I’ve had meaningful conversations and even leads come from simply replying to someone’s comment.

• Use Visuals That Stick: I mix in graphics, snippets from my blog, or visuals from my web design work. They always perform better than plain text.

• Monitor and Respond: Reputation management starts with listening. I keep tabs on brand mentions and feedback, even if it’s just someone quoting a blog post. And when people tag me or message me? I respond personally.

You don’t need a huge team to create a strong online presence. You just need clarity, consistency, and a willingness to connect. That’s how you build momentum—and that’s what gives PR real power.

A robust online presence is crucial for brand visibility. Approximately 73% of social media users expect brands to respond to their inquiries; failure to do so may lead them to seek competitors. This underscores the need for active engagement and responsiveness on social platforms. Source: Sprout Social ​

5. Organize Press Conferences and Events

Want to make headlines on your terms? Sometimes, the best way is to create the moment yourself.

While I haven’t hosted a press conference (yet), I’ve spent years studying how top brands use events to shape perception—and I’ve built entire strategies around how to help small businesses do the same.

Whether it's launching a new service, revealing a major update, or simply creating buzz, organizing your own event puts you in control of the story.

Here’s what I’ve seen work well and what I recommend planning for:

• Define Your Goal: Are you unveiling something new? Clarifying something complex? Reaching a specific audience? Get ultra clear on your intention before anything else.

• Pick the Right Venue: It doesn’t have to be a big-budget production. A clean, professional space—physical or virtual—goes a long way if it's set up properly.

• Prep Your Speakers: Whether it’s you or someone on your team, make sure whoever’s speaking knows the core message, can handle live questions, and speaks with confidence—not memorized scripts.

• Follow Up Like a Pro: This part is often skipped but so powerful. Thank attendees. Send a recap or exclusive behind-the-scenes footage. Share media kits or helpful links. Keep the momentum alive after the event ends.

I’ve learned from mentors and case studies how much power there is in owning the narrative and inviting others into it.

You don’t need to be a celebrity brand to run a meaningful event. You just need a story worth telling—and a space to tell it well.

Press conferences and events are effective PR tactics, with 55% of PR professionals incorporating them into their strategies. These events provide opportunities to control the narrative and directly engage with the media and public. Source: Determ

6. Leverage Influencers

Influencers can amplify your message—but only if it feels real.

From analyzing influencer-led campaigns to building strategies for my own agency, one thing is clear: success in this space comes down to alignment and authenticity.

The most effective influencer collaborations I’ve studied didn’t come from celebrity names. They came from micro and mid-tier creators who had deep connections with their communities. And that’s something any business—no matter the size—can tap into.

Here’s what I recommend focusing on:

• Find the Right Fit: It’s not about how many followers someone has. It’s about whether their values and audience align with yours.

• Focus on Authenticity: If it feels forced, it flops. The best partnerships are the ones that feel organic—where the influencer already loves what you do (or would).

• Co-Create Content: Let the creator lead. Give them your key message, but let them shape it in a way that fits their voice and their audience.

• Measure What Matters: Forget vanity metrics. Look at engagement, conversations, saves, clicks, and whether people actually do something after seeing the content.

Whether you're just getting started or planning your next big push—working with the right voices can help you be heard in a noisy world.

Influencer marketing has proven to deliver impressive returns, with brands earning up to $5.78 for every $1 spent. Additionally, 91% of marketers believe influencer marketing is an effective strategy, highlighting its potential to amplify your brand's message. Source: Firework

7. Provide Expert Opinions and Research

If you want to stand out as a thought leader, don’t wait for permission—share what you know.

Running an agency and affiliate marketing business over the past few years has taught me that consistency and relevance matter more than trying to sound “expert.” I’ve written countless articles, shared insights on social media, and created resources for my audience based on what I’ve actually tested—not just theory.

When I publish, I focus on being useful first. Whether it’s a breakdown of how I approach web design strategy for conversions, or how I structure affiliate funnels—everything I share comes from real-world experience. That’s what builds trust.

If you’re aiming to establish your own authority, here’s what works:

• Publish Regularly: Whether it’s blog posts, videos, LinkedIn articles, or email newsletters—show up and share your process, your take, your lessons.

• Join Industry Conversations: I’ve found that engaging on platforms like LinkedIn and X (where I have a growing audience) opens up real dialogue. You don’t have to be everywhere—just be active where your audience already is.

• Support with Data: Over time, I’ve started incorporating research, stats, and results from my own campaigns. Even small wins can become insights if they’re framed well and backed with proof.

Thought leadership isn’t about being the loudest. It’s about being consistent, helpful, and transparent. That’s what makes people listen—and keep coming back.

Recently, I had the opportunity to be featured in a Redfin article on generative AI in the home, where I shared my take on AI-powered soundscaping systems to support focus, relaxation, and well-being. It’s a great example of how staying consistent with your content and speaking from real experience can open doors to high-authority features—and help more people discover your work.

Sharing expert insights and research positions your brand as a thought leader, which can significantly fuel marketing growth. Decision-makers and C-suite executives acknowledge the value of thought leadership in influencing their perceptions and decisions. Source: Brighttail

8. Build Long-Term Client and Partner Relationships

PR isn’t just about getting media attention—it’s also about the people behind your business: your clients, collaborators, and community.

Since launching my agency and running my affiliate business, I’ve learned one thing the hard way: relationships are everything. The people you serve, the people you partner with—they remember how you made them feel, not just what you offered.

I’ve built strong, ongoing relationships with my clients by simply showing up consistently and communicating with care.

Here’s what works for me and can work for you too:

• Stay in Touch: I send regular email updates, share behind-the-scenes content, and check in—not to sell, but to stay connected.

• Show Appreciation: A sincere thank-you message, a thoughtful bonus, or just acknowledging someone publicly—small gestures build real loyalty.

• Invite Feedback: I ask my clients what’s working and what’s not. And I actually listen. That feedback has helped me improve my offers, messaging, and overall experience.

You don’t need a huge team or fancy tools to build strong relationships—just intention and follow-through. Those connections often lead to referrals, testimonials, and even new partnerships.

People remember when you treat them like more than a transaction.

Implementing Customer Relationship Management (CRM) systems can enhance client and partner relationships. Businesses utilizing CRM software have reported a 29% increase in sales and a 34% improvement in sales productivity, demonstrating the impact of effective relationship management. Source: Nutshell

9. Create Authoritative Video Content

For a long time, I prioritized blogging—writing came naturally, and it allowed me to deliver structured, high-value content in a way I felt confident about. But in today’s landscape, one thing is clear: video builds trust faster and captures attention more effectively than any blog post ever could.

That’s why I’m now going all-in on video—but with a twist: I’m building a faceless YouTube channel focused on helping entrepreneurs level up their mindset and marketing strategies. No on-camera talking heads, no flashy gimmicks—just clear, engaging visuals paired with real, actionable insights.

If you're considering the faceless route too, here’s what I’m learning and applying:

• Feature Authority Without Showing Your Face: Use animated elements or b-roll paired with voiceover to educate and inspire.

• Show, Don’t Just Tell: Visuals matter even more when you’re not on camera. I incorporate behind-the-scenes workflows, framework breakdowns, and real-life examples to bring ideas to life.

• Educate and Inform with Depth: Each video is designed to be more than just content—it’s a resource. Tutorials, mindset shifts, productivity systems—everything I share is built to serve.

Faceless doesn’t mean less impact. In fact, it lets the message take center stage. My videos aim to be useful, timeless, and honest—because that’s what builds trust in a world full of noise.

And as always, I publish where my audience actually hangs out—YouTube first, then repurpose for LinkedIn, Instagram, and other platforms.

10. Engage With Bloggers and Online Media

This is a strategy I truly believe in—because long before I launched PR services through my agency, I was already using content and online media to grow my affiliate marketing business.

I’ve seen how one good mention, blog collaboration, or guest post can open doors. But here’s the catch: it only works when it’s done with purpose.

• Find the Right Voices: Look for creators who speak to the same type of audience you serve.

• Offer Real Value: Don't reach out just to be featured—share helpful insights, invite them to collaborate, or offer content that fits their readers. It’s always about win-win.

• Support Their Work: Engagement goes both ways. When you appreciate a blog or platform, share their content, comment on their work, or link back to it. Those small efforts build long-term rapport.

You don’t need to chase every big-name outlet. Sometimes, a focused mention from a trusted blog in your space drives more results than a fleeting viral feature.

Bloggers and niche publishers aren’t just content creators—they’re community builders. If you show up with value, respect, and the long game in mind, your story won’t just get published—it’ll get remembered.

Wrapping It Up

So, there you have it—10 practical PR strategies that don’t require a massive budget to work. Whether you’re pitching to journalists, creating videos, or building relationships, every tactic contributes to long-term brand growth.

Keep showing up, stay consistent, and remember: PR is about people. The better you connect, the more visibility and trust you earn.

For more clarity, be sure to check the FAQ and Glossary below—they cover common questions and key terms to help you take action with confidence.

Thanks for reading,

Laurence

PS: Want to get your brand featured in trusted media outlets and build lasting credibility? Explore our PR services to see how we help entrepreneurs and small businesses grow through strategic media outreach.

Frequently Asked Questions

What is a PR Strategy and Why is it Important for Elevating Your Brand?

A PR strategy is a comprehensive plan that outlines how a brand will communicate with its target audience, manage its reputation, and build relationships with media outlets and influencers. It is crucial for elevating your brand because it helps shape public perception, increases brand awareness, and enhances credibility. Utilizing effective public relations strategies can differentiate your brand in a crowded marketplace and ensure your pr efforts align with your business goals.

What makes a PR strategy successful?

Clear messaging, consistency, and authentic engagement. A winning strategy isn’t just about getting media coverage—it’s about building trust and telling the right story to the right audience at the right time.

How can influencers help in PR campaigns?

Influencers bring built-in trust. When they share your message, their audience listens. It’s a fast-track to visibility and credibility—especially when their values align with your brand.

How do I choose a good PR agency?

Start with your goals. Do you need media coverage, event support, or digital buzz? Then look for agencies with relevant experience, strong media connections, and a style that matches yours.

Why should businesses engage with bloggers and online media?

Because people trust them. Bloggers and digital publishers often have niche audiences with high engagement. Getting featured means you tap into loyal communities—and that can be gold for brand awareness.

What role do press conferences play in PR?

They’re your spotlight moment. Whether you're launching something new or managing a crisis, a well-run press conference delivers your message clearly and gets media attention fast.

Why is creating video content important for PR?

Video grabs attention, boosts engagement, and gives your message a human face. From product demos to expert interviews—it's a PR power tool.

How can a business build long-term relationships with clients and partners?

Show up consistently. Communicate, listen, and deliver value. Loyalty comes from trust—and trust comes from staying honest, helpful, and human in every interaction.

What’s the difference between PR and marketing?

Marketing promotes products. PR builds relationships and trust. While marketing pushes a message to drive sales, PR earns attention and shapes reputation. Together, they amplify your brand.

How often should a business release press materials?

Only when you have something newsworthy to share. Consistency is key, but substance matters more than frequency. Don’t send fluff—send value.

What Role Does Crisis Management Play in PR Strategies?

Crisis management is an essential component of public relations strategy. It involves preparing for and responding to any crisis that could negatively impact the brand's reputation. Effective crisis communication involves having a clear plan, timely responses, and transparency with the target audience. A well-executed crisis management plan can mitigate damage, preserve trust, and even turn a crisis into an opportunity for positive media coverage.

What Are Some Effective PR Tactics for Launching a New Product?

Launching a new product requires a solid pr strategy that effectively utilizes various pr tactics and strategies. A pr expert can help create a pr strategy that includes a comprehensive media strategy and leverages social media channels. Pr strategies must be innovative, relying on social listening tools to gauge audience sentiment. A pr team or pr firm can create well-crafted pr campaigns, using media pitches and social media promotion to maximize pr opportunities and ensure effective public relations efforts.

Glossary of Public Relations Terms

Public Relations (PR)

A strategic communication process that builds relationships between organizations and their audience.Example: Issuing a press release to announce a product launch.

Press Release

An official written statement provided to the media to announce something newsworthy.Example: A company announces the opening of a new location with a press release sent to local news outlets.

Media Outreach

The act of contacting journalists, bloggers, or influencers to pitch stories or request coverage.Example: Emailing a journalist to introduce your brand and share your story.

Communication Strategy

A structured plan that defines how a brand communicates with its audience across channels.Example: Developing consistent messaging across your website, social media, and press materials.

Influencer Marketing

Partnering with individuals who have dedicated followings to promote your brand authentically.Example: A wellness influencer reviewing your skincare product in a video.

Thought Leadership

Content and actions that position you as an expert in your field.Example: Publishing a blog post that shares unique insights about your industry.

Media Kit

A bundle of branded materials—like bios, logos, product photos, and press releases—used to pitch to the media.Example: A downloadable folder on your website that includes everything a journalist needs to write about your business.

Owned Media

Channels you fully control, like your website, blog, or email list.Example: Sharing your latest product announcement through your newsletter.

Earned Media

Free publicity gained from mentions, features, or shares that you didn’t pay for.Example: A magazine writing about your service after discovering your work online.

Brand Reputation

How the public perceives your business based on its actions, communication, and presence.Example: Being known as a responsive and trustworthy company on social media.