As businesses navigate an era shaped and influenced by rapid digital transformation and AI, public relations (PR) remains a vital tool for building corporate reputation and trust. This is especially true for small and medium-sized enterprises (SMEs) and scaling startups that are also looking to establish credibility and brand recognition, attract investors, and engage their stakeholders.
AI is transforming PR, but it’s not replacing it
AI is reshaping industries, and PR is no exception. According to industry research, over 70 per cent of PR professionals are already using generative AI tools in their work, including enhancing data analysis, media monitoring, and research. AI-driven tools can help with efficiency, but the heart of PR — strategic thinking, creative campaign planning, pitching and storytelling, and building relationships — still requires human expertise.
For SMEs and scaling startups, this means the challenge is about getting noticed as well as about being heard in an authentic, compelling way. AI can process data, but it can’t develop meaningful media and influencer relationships, navigate complex reputational challenges, or craft narratives that truly resonate with customers and investors.
Why SMEs and scaling startups ought to prioritise PR
For businesses that are growing, whether an established SME expanding into new markets or a startup securing its next funding round, PR is a powerful driver of credibility, differentiation, and influence and building a consistent and trusted brand voice across multiple touchpoints. Something that a few press releases won’t be able to do accomplish.
Also Read: Embracing AI’s promise: Navigating the future of marketing
While some companies choose to manage PR in-house, partnering a PR agency can enhance reach, speeds up results, and ensures resources are used efficiently. Here are five key ways SMEs and scaling startups can truly benefit from working with a PR agency partner:
- Strategic guidance that aligns with growth goals
Think of a PR agency as a strategic partner that takes on the role of shaping and developing your communication strategy that supports your mid to long-term vision. Whether that’s market expansion, securing Series A funding, becoming an employer of choice to attract, motivate and retain talents or becoming a thought leader in your industry.
- Content that tells an authentic story
Storytelling comes in a number of formats but how would you know which will resonate better with your range of audiences? That’s where your PR agency partner comes in. From thought leadership articles that shapes perception, hosting your own podcast, creating a series of video-based stories, to social media content that drives engagement, your PR agency partner will help you find the right platforms and channels to tell your story, nuanced in a way that best connects with your key audiences.
- Time and resource efficiency
For scaling businesses, time is a valuable commodity. Working with a PR agency partner offers an extended focused team resource, thereby freeing up internal teams to focus on core functions like product development, sales, client success and operations. As you scale with a CMO in place, your PR partner can work with them to refine and activate the communications strategies.
- Long-term relationship building
PR is about nurturing reputations and communicating with the intent of building or enhancing relationships with stakeholders like customers, employees, investors, and industry leaders. Both of these are crucial factors in sustaining business growth.
- Reputation management
Whether it’s handling negative reviews, market shifts, or unexpected crises, a PR agency partner provides advisory and guidance to protect and strengthen a company’s reputation — crucial asset for any growing business.
Also Read: The growth of business messaging: How it’s improving business performance in Southeast Asia
Partnership is key to communication success
The businesses that will thrive in the AI era are those that blend technology with human intelligence, using data-driven insights while maintaining the authenticity and trust that only real relationships can build. So, if you’re looking to strengthen your brand, gain trust, get recognised and regarded as an industry disruptor, or attracting the right investors, consider these:
- Is your story reaching the right audience?
- Are you positioned as an industry leader (or a fast emerging one) or just another name in the crowd?
- Are you proactively shaping your industry narrative, or are you reacting to it?
- Are your content and communication efforts aligned with your business growth strategy?
- Is your company known for its expertise and values, or is it struggling to be recognised?
Having worked in both on the PR agency and client side, I truly believe that with the right PR consultancy, they will function more like a growth partner that is aligned with your corporate goals. Now is a good time as any to take a proactive approach and have a conversation about how PR can accelerate your growth and position your business for success in 2025 and beyond.
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