Creating business value through effective PR

02/03/2021 12:04:30
Whether it’s embarking on a new challenge, investing your hard-earned cash in a new venture, or simply enjoying the fruits of your labour in early retirement – most business owners have an exit plan.

If you’re a business owner who plans on selling your company in the future, you’ll want to know how you can maximize the value of your business, make it more attractive to potential buyers, and get top dollar for your business.
Whilst many businesses recognise the value of public relations in terms of building awareness and managing reputation, not everyone understands how it can help you add commercial value, particularly in the years leading up to a business sale and exit. 

Here we look at how PR can help you take your business to the next level and achieve a better value when it’s time to sell.

Stand out from the crowd

Differentiate your businessDifferentiation is an important priority for any business. But when you’re building your business for sale, you need to stand out from your competition, get noticed and differentiate your products or services so that you can command a premium – and even encourage potential buyers to come forward and acquire your business.

PR can help by telling your story, communicating your point of difference consistently and creatively, raising your profile, and creating thought-leadership opinion and useful assets that will get shared and noticed.

Build brand loyalty

Any potential buyer will be looking for a loyal customer base, brand advocates and a strong sales pipeline. Public relations is an effective way to connect and engage with your customers and develop advocates who are committed to you and trust your brand.

Add credibility

Reputation mattersIn the business world reputation is key and this is built through recommendation and endorsement from credible sources.  So, it shouldn’t just be you saying how great your business, products or services are – but third parties waxing lyrical and citing you as the expert source, the top brand or the go-to organisation in your field. That’s exactly what PR does for you through strategies such as media relations, awards, blogs, speaking engagements, and social media interactions.

Lead generation

One of the steepest hills for your sales team to climb is when an introduction to a prospect brings nothing but a blank stare. PR creates greater awareness and builds positive perceptions around your brand, which can influence your lead generation and sales pipeline.  This works on two levels: creating sales opportunities for your products or services, which can grow your business; and similarly creating the awareness amongst potential business buyers that you are operating a great business worthy of a closer look.

Damage limitation

Damage limitationIssues can and do occur. But if you’re prepared for them and react promptly, the potential damage can be kept to a bare minimum. Preparing your spokespeople for interviews, developing brand-aligned key messages, monitoring media coverage and responding well to negative comments are all PR activities that will help you manage and maintain your good reputation for the long term.


If you’re looking to sell your business for its maximum value, then don’t ignore PR. Potential buyers need to read and hear so many positives about your company that they are at least open to talking to you. They need to know that your company is growing, it’s an exciting bunch of people to be associated with, and that you have products that your industry and customers trust.

PR is key to achieving this.

We work with a wide range of companies throughout the UK to add value to their businesses. If you are advising company owners, or if you are a business owner, and want to know more about how PR can add commercial value, we can help.


  Creating business value through PR