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Common PR Challenges for Startups and SMEs

And real-world tactics to help small businesses punch above their weight. Research & Article by Mark Stephens, (Independent Researcher). Commissioned by Nibble

Why PR Feels Hard for SMEs

Most SMEs know PR matters – but getting it right often feels out of reach. Tight budgets, limited media contacts, and no in-house expertise make it tough to run consistent, strategic campaigns.

The Chartered Institute of Public Relations (CIPR) reports that many SMEs still view PR as a luxury – not a necessity. That leads to short bursts of activity, scattered messaging, and missed opportunities to build real brand credibility.

Worse still, they’re often competing against better-resourced rivals for the same media attention.

How to Budget for Impact

PR doesn't need to be expensive to be effective. But it does need to be intentional.

According to the Public Relations Consultants Association (PRCA), SMEs should allocate 5 - 10% of annual revenue to marketing – and carve out a meaningful slice for PR. The smartest way to make it work?

  • Set clear, measurable objectives upfront
     
  • Prioritise high-impact activities like media relations and thought leadership
     
  • Use digital tools to scale smartly
     
  • Bring in freelance PR talent for flexibility and deep expertise – without the overhead of a full-time hire

This is how small brands stay nimble and still land national headlines.

Match PR Strategy to Your Growth Stage

PR is not plug-and-play – your strategy should shift as your business evolves. Here’s what that looks like in practice:

  • Start-up phase: Build credibility fast. Focus on founder storytelling, launch coverage and partnerships that signal legitimacy.
     
  • Growth phase: Shift to differentiation. Increase media reach, position yourself as a thought leader, and start shaping your category.
     
  • Maturity phase: Protect your brand equity. Keep press engagement steady, lead industry conversations, and double down on reputation management.
     

The Federation of Small Businesses (FSB) has shown that SMEs with dynamic, growth-aligned PR strategies consistently outperform those without one.

How to Pick the Right Media Outlets

Not every outlet is worth chasing. For SMEs, media targeting should be focused and strategic – not scattergun.

The smartest route? Prioritise platforms that speak directly to your audience, industry, and region. For many SMEs, trade publications, niche websites, regional titles and even podcasts outperform the nationals in engagement and ROI.

Use tools like Cision and Meltwater to map which journalists regularly cover your space. It’s not about reach – it’s about relevance.

Get the Balance Right - Digital vs Traditional PR

Digital PR is fast, measurable and efficient. Traditional PR brings trust and depth. SMEs need both – and knowing when to use which is half the battle.

Digital PR:

  • SEO-rich press releases
  • Influencer and creator partnerships
  • Always-on content for social
  • Digital thought leadership

Traditional PR:

  • National and print media coverage
  • Broadcast interviews
  • Event sponsorships and physical brand moments

According to Ofcom, younger audiences are increasingly digital-first – but traditional media remains a trusted source for older business decision-makers. The trick? Meet both where they are.

How to Measure PR - And Prove It's Working

If you can’t measure it, it’s hard to improve it. Here’s what SMEs should track to assess PR performance:

  • Volume and quality of media coverage
  • Website traffic spikes and SEO improvements
  • Social media engagement and sentiment
  • Lead generation tied to PR
  • Overall brand awareness and reach

Frameworks like the Barcelona Principles 3.0 offer a solid structure for tracking meaningful PR results beyond vanity metrics.

founders seating ata a table

The Chartered Institute of Public Relations (CIPR) reports that many SMEs still view PR as a luxury – not a necessity. That leads to short bursts of activity, scattered messaging, and missed opportunities to build real brand credibility.

Relationships Beat One-Off Wins

Long-term media relationships will always beat a splashy one-hit wonder. The brands that get consistent coverage are the ones journalists know they can trust.

The playbook:

  • Share regular updates – not just when you have a launch
  • Offer exclusive angles, not just generic press releases
  • Be accurate, fast and professional
  • Build mutual value – not just coverage asks
     

Edelman’s Trust Barometer confirms it – consistency and transparency are what earn long-term media trust.

SMEs Who Nailed Their PR – 3 Case Studies

BrewDog
From a small Scottish brewery to a global brand, BrewDog used bold stunts and clear storytelling to win media coverage. Their approach? Be transparent, stand for something, and involve their community.

Innocent Drinks
Built on playful tone and grassroots credibility, Innocent sponsored local events, told a simple brand story, and grew from smoothie stand to supermarket staple.

Monzo
A fintech disruptor that built credibility fast through open comms, regular product updates, and smart media engagement. Monzo’s PR helped them go from start-up to household name.

Quick Tips for Smarter SME PR

Start here:

  • Define what PR success looks like for your business
  • Know your audience and where they get their info
  • Build a story that’s real, relevant, and resonates
  • Create a simple PR calendar to keep things consistent

When choosing a partner:

  • Prioritise experience in your space
  • Ask for client examples and success metrics
  • Look for flexibility – freelancers and lean agencies can be a better fit than big retainers
  • Use platforms like Nibble to find PR talent that’s vetted by humans and matched with AI

PR That Punches Above Its Weight

Easy wins:

  • Announce big moments (launches, funding, partnerships)
  • Pitch opinion pieces and thought leadership content
  • Sponsor local events to build grassroots credibility
  • React fast to industry news – be the expert journalists call first
  • Use social proof – case studies, testimonials, reviews – to build trust

Next-level moves:

  • Create data-led stories with original surveys or insights
  • Collaborate with like-minded brands for joint campaigns
  • Launch unexpected stunts to break through the noise
  • Combine PR with paid, social and influencer for integrated impact
  • Newsjack cultural moments to insert your brand into trending conversations

Sources

  • CIPR, “The Value of PR for SMEs,” 2023
  • PRCA, “SME PR Budget Benchmarks,” 2023
  • FSB, “Small Business Communications Strategies,” 2022
  • Ofcom, “Media Nations: UK 2023,” 2023
  • Edelman, “Trust Barometer Report,” 2023
  • Barcelona Principles 3.0

Nibble is where brilliant businesses meet brilliant PR talent.

We connect companies with pre-vetted freelance PR specialists – interview by humans and matched with AI – so you can scale smartly, spend wisely, and see real results. Whether you need a one-off project or an always-on press partner, Nibble makes finding the right PR pro faster, easier, and way less stressful.

We can help match you with the right PR consultant from the UK PR freelancer network to reach more of your audience, customers or stakeholders and achieve your goals. Sign up to get started.

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