PR: Not Just for Big Businesses – How to Make Your Brand Googlicious

When I first dipped my toes into the world of doing PR, I was met with a lot of scepticism. "PR? Isn't that just for big businesses with massive budgets?" they'd ask, as if public relations was some exclusive club only open to corporate giants. But here’s the truth: PR is for everyone. It’s everything you say, everything you do, and, importantly, everything others say about you. It’s about building a relationship with YOUR public—whether you’re a start-up, a solo entrepreneur, or a small business on the rise—and building a relationship with them through your stories, posts and shares.

One of the biggest misconceptions is that PR is about appearing in the media. But in today’s world, PR spans all platforms. You could be doing PR on YouTube, posting videos and webinars that showcase your expertise. YouTube is the second largest search engine, after all. The goal of PR is to connect with people who need the solution you provide, or to get them to know and trust you. At the end of the day, people do business with people.

When you think about branding, we often focus on logos, fonts, and colours. But those are just the surface. What’s really important is the connection you’re making with your audience—your heart, soul, purpose, and vision. That’s what brings people along for the ride. Take influencers. They don’t rely on fancy logos or sleek branding. They hop on TikTok, share their thoughts, and people follow them. It’s about the value in their words and the stories they tell.

So, how do you become "Googlicious"? It’s the art of dropping breadcrumbs across multiple platforms, so that when someone searches for you.you’re easy to find. Because let’s face it, what’s the first thing we do when we want to learn more about someone? We Google them.

But what happens if there’s no trace of you? Then you’re the best-kept secret—and that’s not a good thing. You could be the most amazing at what you do, but if no one knows you exist, it’s going to be a tough journey.

PR is not a sprint; it’s a marathon. It requires pacing, patience, and, most importantly, consistency. It’s about being persistent and showing up regularly, so you’re not the best-kept secret, but rather the go-to person in your field.

Many people feel invisible, especially when they see others all over Facebook, Instagram, LinkedIn, and the media. My first question to them is always, "What have you done this week to be visible?" Often, the answer is a deafening silence. If you want to be seen, you have to make an effort. Start by answering the frequently asked questions about your product or service, and blog about them on your website. Share those blogs across your social media platforms, because nobody will buy a secret.

One of the biggest barriers to putting yourself out there is imposter syndrome. It’s that nagging feeling that you’re not good enough or that no one will listen to you. But here’s the thing: everyone experiences it, even the most successful people. The key is to push through it and keep going.

Now, let’s talk about what holds most of us back: fear and overwhelm. Overwhelm is very real, especially in small business. You might think, “I’ve got a million things to do, how can I possibly fit in promoting my business?” Here’s the trick—don’t think of it as a daunting task. Break it down into manageable chunks. Set aside a few hours a week where all you do is focus on getting your name out there. It doesn’t have to be a Herculean effort; it just needs to be consistent.

Yes, PR can be frustrating. You might feel like a professional stalker, sending out pitches, following up with journalists who never respond. Persistence pays off. Journalists are overwhelmed, their inboxes are flooded, and they’re just as pressed for time as you are. If you have a good story, keep pitching it until they tell you to go away. No doesn’t mean never; it just means not right now.

If you’re ready to stop being the best-kept secret, it’s time to embrace the power of PR. Start dropping those breadcrumbs, connect with your audience, and most importantly, be persistent. Because in the end, PR is not about quick wins, but about building a lasting connection with your audience that will keep you in their minds—and on their Google search results.

It’s not about perfection. It’s about progress. When I first started out, I had no idea what I was doing. I was nervous, I made mistakes, and I felt like an imposter. But I kept showing up. I kept sharing my stories, even when it felt uncomfortable. And over time, I started to see results. People began to recognise my name, they started reaching out to me, and my business grew.

Don’t be afraid to put yourself out there, even if it feels scary. Don’t wait for the perfect moment, because it doesn’t exist. Start now, with what you have, and watch as your efforts compound over time.

There’s no magic bullet, no secret sauce to instant success in PR. It’s about doing the basics consistently and persistently. It’s about understanding that your story matters, and that there are people out there who need to hear it.