Is PR Worth It for Small Businesses?

If you're considering investing in PR, you've probably asked yourself whether it's actually worth it.

It's a sensible question. PR isn't cheap, and unlike paid advertising, there's no guarantee you'll see results overnight. Before investing, you want to know whether it's going to help your business grow or whether your budget would be better spent elsewhere.

The short answer is yes, PR can be one of the best investments you make. However, it isn't right for every business, and timing plays a huge part in whether you'll see a return.

As a PR agency, we've even advised businesses not to invest in PR yet because we didn't think they'd get the value from it. We'd much rather have an honest conversation than promise results when we know a business isn't quite ready.

What does PR actually do?

One of the biggest misconceptions about PR is that it's only about getting featured in newspapers.

While press coverage is certainly part of it, PR is really about building credibility, increasing awareness and making sure the right people hear about your business.

A good PR campaign can help you:

• Build trust with potential customers.
• Increase brand awareness.
• Position yourself as an expert in your industry.
• Improve your visibility in search engines through high-quality backlinks.
• Grow your AI search visibility
• Create opportunities such as podcasts, speaking events and award wins.
• Zest up your sales over time

For many businesses, PR isn't the thing that makes someone buy from you. It's the thing that gives them confidence to choose you over a competitor.

What makes PR worthwhile?

Whether PR is worth it depends on what you're trying to achieve.

If your goal is to generate sales next week, PR probably isn't the right place to spend your budget.

However, if you're looking to build a recognisable brand, increase your credibility and grow your reputation and sales over time, PR can have a significant impact. 

We often compare PR to building a reputation. It doesn't happen overnight, but every piece of coverage, expert comment, podcast interview and award win adds to it.

Eventually those smaller wins start working together. Journalists become more familiar with your business, customers recognise your brand, and opportunities come to you rather than the other way around.

PR works differently to advertising

PR and advertising are often grouped together, but they work in very different ways.

With advertising, you're paying to put your message in front of a specific audience. Once your budget stops, so does your visibility.

PR is earned. You're creating stories, sharing expertise and providing journalists with something their readers will genuinely find interesting.

That means PR often has a longer-lasting impact. A piece of coverage can continue driving traffic, backlinks and credibility months or even years after it was first published.

It's also why PR can be harder to measure. Someone might discover your business through an article today, follow you on LinkedIn a month later and enquire six months after that.

When PR probably isn't worth it

This is probably the part most PR agencies won't tell you.

Sometimes businesses simply aren't ready for PR.

If you're still changing your product every month, don't have a clear target audience or your website isn't ready to convert visitors into customers, we'd usually recommend focusing on those areas first.

PR creates attention. If your business isn't ready for that attention, it's much harder to see a return on your investment.

We've had conversations with businesses where we've suggested they come back in six months. While that isn't always the easiest advice to give, it's usually the right one.

When PR is worth investing in

In our experience, businesses tend to get the best results from PR when they:

• Have a clear product or service.
• Know who they're trying to reach.
• Have interesting stories to tell.
• Are looking to build credibility rather than generate instant sales.
• Understand that PR is a long-term investment.

The businesses that see the biggest return aren't usually the ones looking for one article in a national newspaper. They're the ones that consistently invest in building their reputation.

Is PR worth it for small businesses?

Absolutely, but only if your expectations are realistic.

PR won't solve every marketing challenge, and it shouldn't be your only marketing activity. It works best alongside a strong website, good SEO, social media and a clear marketing strategy.

When those things work together, PR can help more people discover your business, trust your brand and remember you when they're ready to buy.

How do you know if you're ready for PR?

Before investing, ask yourself:

• Do I know who my target audience is?
• Is my website ready for increased traffic?
• Do I have the capacity to deal with new enquiries?
• Do I have interesting stories or expertise to share?
• Am I looking to build my reputation over the long term?

If you answered yes to most of those questions, PR could be a worthwhile investment.

If not, it doesn't necessarily mean PR isn't for you. It may simply mean the timing isn't right yet. Why not take our PR ready checklist to see whether you’re ready for PR or what you need to do to get there.

FAQs

Is PR worth it for a small business?

Yes, provided your business is ready. PR helps build awareness, credibility and trust, but it works best when you already have a clear product, target audience and marketing foundations in place.

How long does PR take to work?

Some campaigns generate coverage within days, while others take several months to build momentum. PR is generally a long-term investment rather than a quick fix.

Can PR generate sales?

Yes, but often indirectly. PR helps people discover your business and builds trust, making them more likely to choose you when they're ready to buy.

How much should a small business spend on PR?

There isn't a one-size-fits-all answer. Your budget should reflect your goals, the level of support you need and how competitive your industry is. If you're comparing costs, our guide on How Much Does a PR Agency Cost? explains what businesses typically invest and what that budget includes.