In the ever-evolving world of media, 2025 presents new challenges and opportunities for startups and small enterprises aiming to make their mark. With the digital landscape shifting rapidly, traditional PR strategies are no longer sufficient.
For the past 10 years, or more, we have watched the impact that the internet has had on media outlets. From 2020-2024, several have shuttered or cut staff by record numbers. This means fewer journalists and still hundreds of thousands of public relations professionals. Breaking through that clutter is tough. It’s even harder when you don’t have a timely and compelling story.
Gone are the days when a company could be featured or included in a magazine story and generate millions of dollars in sales within a few months.
Founders, CEOs and business owners need to rethink what PR is, because it isn’t what it used to be. However, that doesn’t mean there aren’t opportunities. Today, it is easier than every to get directly in front of your audience. It may not be The New York Times, but it means establishing yourself in the industry and building credibility with customers.
Public relations in 2025 and beyond is less about earned media and more about the opportunities to create and tell the story yourself.
Here’s how startups and small businesses can rethink their PR strategies to stay relevant and impactful in today’s media environment.
1. Embrace a Multi-Channel Approach
Gone are the days when a press release and a few media placements sufficed. Today, startups and small businesses must be present across multiple channels—social media, podcasts, local news, and even niche platforms. Identify where your audience spends their time and tailor your messaging to fit each medium. For example, a vibrant Instagram campaign might appeal to younger demographics, while an insightful LinkedIn post could resonate with industry professionals.
This multi-channel approach is key because we understand that not every person will see your story, product or service in the same place. Thinking of your PR as part of a larger content strategy means that it will be easier for your customers to search and discover your business.
2. Collaborate with Niche Media Outlets
Traditional media is no longer the sole gatekeeper of public opinion. Niche publications, podcasts, and online communities often have dedicated followings that can be incredibly valuable. Build relationships with these outlets to reach specific segments of your target audience effectively.
There are two kinds of niche media – B2C and B2B. If your business is in an industry with digital or print trade or niche (think: pet, baby, travel) then this is where you need to make the most of your PR by being an expert to journalists and writing helpful articles to position yourself in the industry and with customers as an expert.
We love the myriad of email newsletters available as well delivered straight to the inbox of potential customers or clients.
3. Prioritize Thought Leadership
Piggy backing off no. 2: Positioning yourself or your business as a thought leader can significantly enhance credibility. Share valuable insights through blogs, webinars, and speaking engagements. Pitch op-eds to relevant publications and engage in meaningful discussions on platforms like Twitter or LinkedIn. Thought leadership not only boosts brand visibility but also establishes trust with your audience.
4. Develop Your Personal Brand
As you become a thought leader in your industry, it’s important to leverage the media stories and articles you’ve had run to build your personal brand. This is your real currency in 2025 and beyond. It’s also a great way to give potential customers and clients what they really enjoy – the personal stories behind the curtains of your life and your business. This kind of authenticity is what helps develop and deepen relationships with your audience. They want to know that you’re human.
Another great reason to focus on your personal brand is that it gives you the opportunity to express your core values and beliefs as a person and how they tie back into your business for better client outcomes.
5. Focus on Local Media
Often overlooked, local media, if relevant for you, have the most vested interest in your business, its success and ability to create jobs. We call it “Hometown Support” and it should be one of the first places that you look to build relationships with media and let them tell your story for you. There are plenty of startup and small business media and writers who just may be willing to sit down for coffee to learn more about what you do and why.
6. Podcasts
The number of podcasts out there continues to grow exponentially. This offers opportunities in more niches and can contribute to building your credibility and personal brand. There is truly something for everyone and every company from industry specific and CEO and leadership to startup and small business to culture, tech, innovation and more.
Don’t get hung up on the audience numbers. Every opportunity to speak is one that will make you better and lead you to the next while offering great content to share on your relevant social media to build perceived credibility.
Heck, maybe you start your own!
7. Cultivate Relationships with Micro-Influencers
Micro-influencers—individuals with smaller but highly engaged audiences—have emerged as powerful allies for brands. They often bring authenticity and trust, which resonate with niche audiences. Partnering with the right micro-influencers can amplify your message and help you build a loyal community.
These individuals are in every industry consumer or business and can help amplify your story and business to others.
8. Blogging
Blogging is a great Digital PR hack that allows you to share your expertise, create fun programmatic content that might generate interest from media and, if you speak to the specific needs of your customers, drive high value traffic to your website. Create a solid plan and look for opportunities to create “owned” content that is newsworthy.
9. Video
Video is king today, as they say, and something you could be missing out on it from a PR perspective. Video is far more engaging than written posts and, as certain video-driven social channels have proven, people are willing to spend hours scrolling and watching.
The power of video is that it allows your potential customer to really “get to know you” and your business. This can create a powerful bond that triggers a call to action or brand loyalty.
10. Continuously Evaluate and Adapt
Finally, the hallmark of a successful PR strategy in 2025 is adaptability. Regularly assess the effectiveness of your campaigns and stay informed about trends in media and technology. See what’s working vs not working and understand where you should be spending the bulk of your time. Obviously if you’re a B2B company than LinkedIn is key, but for consumer brands it can be more daunting so this data can help you refine the content you create and where you share it.
Always be ready to pivot when necessary to seize new opportunities or address challenges.
Conclusion
For startups and small enterprises, rethinking PR strategy in 2025 means embracing change, rethinking what public relations is today and connecting with audiences in authentic and meaningful ways. By adopting a proactive and innovative approach to creating owned media and story, your business can thrive in an evolving media environment and leave a lasting impact.
Are you ready to transform your PR strategy? Let’s start the conversation today.
Comentarios