5 PR tips you need to use right now

Most people know that PR is an essential part of building a successful business—but how do you actually make it work for you?

As a leading PR agency, we know how to get press coverage in key magazines, newspapers, TV and radio. We’ve put together five easy, actionable PR tips to help your business—whether it’s just starting or scaling up—achieve quick wins. These strategies can be slotted into your media strategy today to enhance the visibility, credibility, and impact of your brand.

Whether you're working with a PR agency, considering PR services, or managing PR internally, these tips are designed to give your comms strategy a serious boost.

1. Fit in with current news

One of the most effective forms of public relations is newsjacking—joining conversations that are already happening.

It might feel off-brand to comment on things like shipping issues or tech regulation, but providing expert commentary on trending stories is a proven way to get noticed. 

Brand Finance’s research shows that a CEO’s reputation often shapes the reputation of the business itself. A well-timed quote or insight from leadership can be your ticket to high-value coverage.

Sharing insight on trending topics in the news is a great way to show that your brand is up to date with current affairs and actively engaging in important conversations.  It also positions your team as thought leaders for consumers and your industry. For example, a fintech startup could comment on new regulations from the Bank of England, a fashion brand might weigh in on sustainability in fast fashion following COP climate discussions, or a wellness company could provide expert commentary during Mental Health Awareness Week. These timely contributions show that your brand is informed, relevant, and ready to lead in its space.

Being visible in relevant conversations doesn’t just win coverage—it also positions your team as experts, which enhances your brand authority, builds trust with your audience, and opens the door to future media opportunities.

2. Substantiate your ethical claims

“Eco-friendly”, “vegan”, “cruelty-free”, “sustainably made”—we see these terms everywhere. But in 2025, it's no longer enough to say it—you need to show it. If you're claiming to be ethical, you must be ready to back that up with clear evidence—certifications, processes, and accountability.

This matters whether you’re working with a PR agency or doing your own PR. Always fact-check any content shared with the press on your behalf—after all, your name and reputation are attached to every claim. Honesty builds trust. And trust builds brands.

Positive stories grounded in truth are the most powerful of all. This is positive PR at its best—stories that uplift and stand up to scrutiny.

3. Leverage your internal data

Your internal data might just be your most valuable, untapped PR asset.

Whether it’s sales growth, customer behaviour, or market trends, sharing your own data can help generate fresh, compelling narratives that the media loves. Using your own data also means that journalists have to write about you if they want to use the data. Sometimes, when you use other sources of data, if you don’t frame it well, then journalists may not credit you for your input to the story.

For example, if you're an e-commerce brand and you’ve noticed a spike in a certain product category, talk about it. Journalists are constantly looking for insights that no one else has. Use your data to show you’re not just part of the conversation—you’re leading it.

As a leading creative agency that regularly lands exceptional coverage, we know these stories work. They give journalists a reason to cover you and encourage journalists to include a backlink to your website to provide their readers with additional insight and data—strengthening your SEO at the same time.

4. Think beyond editorial

Traditional press coverage is just one part of a good PR strategy.

Explore new channels like talks, podcasts, activations, brand partnerships, live events, expert panels, and influencer collaborations.

Our team doesn’t just secure coverage; we work with clients on the full spectrum of PR that brands are demanding—blending strategy, storytelling, and creativity into campaigns that make people stop, scroll, and share.

This is why it can be valuable to partner with a top PR and comms agency that thinks bigger than just press releases. There’s power in the unexpected.

5. Use SEO strategically in your PR

PR and SEO are no longer separate disciplines. In fact, digital PR is one of the most powerful SEO services you can invest in.

We balance the needs of traditional and digital PR in every PR campaign, ensuring stories are interesting with key brand messaging while also being link-worthy. That means crafting content that gives journalists a reason to include backlinks (like exclusive data, competitions, or downloads).

An example of this is our Lay-Z-Spa campaign, which featured a job opening for a “Hot Tubologist” that required entry via their site. As a result, nearly every outlet linked to the site, boosting their domain authority and Google rankings dramatically.

Even without links, brand mentions on authoritative sites help boost SEO. Google’s algorithms (including Panda) prioritise trustworthy sources. So, even if you’re not landing a backlink every time, those brand mentions still pack a punch.

Whatever your PR goals are, make sure SEO improvement is one of them.

Final Thoughts

PR isn’t just about getting your name in the news—it’s about building long-term credibility, trust, and visibility for your brand. From joining timely conversations and backing up ethical claims to leveraging your own data, exploring creative formats, and thinking strategically about SEO, these five PR tips are powerful tools for brands of all sizes.

Whether you’re just starting, scaling up, or looking to refresh your strategy, incorporating these approaches will help you cut through the noise and make a lasting impact.

By partnering with a top PR agency, you can access a team of PR experts who know how to use creative strategy to get you in the press, and in turn improve your SEO, brand awareness, trust and credibility, in turn revving up your revenue.

If you’re looking for PR services that actually move the needle with meaningful coverage, our range of monthly retainers, projects, or one-off PR consultations can help you. Based in London and across the UK, we support clients in the UK and across the world to secure press in the UK media. Get in touch with us today to see how we can tailor a PR strategy that works for you.