Charting the course: developing a winning PR strategy

01/08/2025 13:48:13
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As somebody wise once said, “Let’s start at the very beginning…a very good place to start.” So, let’s go right back to basics: what is a PR strategy, and why does your business need one? 

A PR strategy is a plan of action, where the overall objective is to shape and maintain positive perceptions of your business or brand(s). It involves intentional communication to build and nurture relationships with the people who matter to your organisation. This includes customers, suppliers, investors, employees, shareholders and other stakeholders. It also includes potential customers, suppliers, employees, shareholders…you get the idea.

In short: having a PR strategy is about proactively managing your business reputation. 
 
That reputation is shaped by every interaction your company has – at every level - with people, daily. A PR strategy is your way of proactively taking control of your business reputation by making sure that all the things that are happening in your business, and which shape your company culture, values, team, and work, are shared with the people who matter. 

But it’s not just about the good stuff. Your strategy should also include planning for the unknown and preparing for when things go wrong. It’s easy to look at big global crises that make the headlines and think it will never happen to you, but not every crisis happens on a global scale. A supply chain interruption can quickly lead to a reputation for letting customers down, which can be hard to recover from, reputationally speaking. 

An integral part of any PR strategy should be to look at the ‘what ifs’ and plan for them. This means that, in the event of an issue, you’ll be ready to respond from a communications perspective to keep key stakeholders informed and on side – and keep your business reputation intact. 
Businessman riding an arrow

How does a PR strategy add value to your business?


A PR strategy is about fostering positive relationships, enhancing credibility, managing reputation, and influencing perceptions of your business. But how does that add value to a business? Here’s how…

A long-standing client, JMG Group, recently announced - subject to regulatory approval - a substantial new equity investment as part of the group’s continued growth. The JMG Group strategy for the last five years has been sustained growth, organically and through acquisitions. The PR strategy has been to tell the story of that growth, bringing acquisitions to life, and sharing the stories of the business owners who have joined the group, capturing their thoughts on life before, during and after sale. 

The purpose is to demonstrate group’s credibility and show brokers who may be looking to sell their businesses that it’s not all talk: this is a team who deliver what they say they’ll deliver. And it’s working. JMG Group recently completed its 50th acquisition and was inundated with interest from potential investors when it came to securing further equity investment. This is a successful PR strategy in action, as Group CEO, Nick Houghton, says below. 

“We have worked with Partners PR for many years now and we really do see the team as part of our team. We’ve grown with them from a few dozen colleagues to over 850 and, along the way, Partners PR has helped us tell our story to all of our stakeholders in a concise, creative and consistent fashion. 

“This has helped us recruit great people, win customers and, more recently, present our team to the investment community. Having an independent team of experts supporting and challenging us on a regular basis is very healthy for our group.”  

Nick Houghton, JMG Group
JMG Group CEO Nick Houghton 
With global executives believing that 63% of a company’s market value is directly related to its reputation, and 87% of those same executives considering reputational challenges more important than other strategic risks, surely the real question is: can your business afford not to have a PR strategy?

Talk to us to find out how we can help you. 

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