While interacting with the founders of the emerging businesses, one thing becomes clearer every day. The founders who are still building their companies still feel that public relations is an expensive affair and refrain from investing in PR while they are still in the early stages. Often, this misconception and lack of understanding costs them more than they can imagine. It is always better to start small, stay consistent, and grow your media effort alongside your business.
Here are a few things that can help small and mid-sized businesses in India to build a media presence without spending huge amounts of money.
Find your right ‘fit’
Not all PR agencies operate the same way, which is why finding the right fit matters more than simply choosing the biggest name. The right partner depends on your business stage, communication goals, industry, and the kind of support you need. What matters most is alignment. Businesses should look at an agency’s past work, sector understanding, strategic thinking, and ability to work within realistic budgets and timelines. Chemistry between teams also plays a significant role in long-term success.
For many small and mid-sized businesses, it can make sense to begin with a shorter engagement before committing to a long-term retainer. A six-month collaboration is often enough to evaluate working style, responsiveness, and the kind of momentum the partnership can create. From there, the relationship can scale organically based on outcomes and evolving requirements.
PR is not just press releases; it is the narrative you want to build for your company
Your PR is not just about hiring a PR agency; it is also about what you want to communicate. So before you check the targeted media list, it is important to ask yourself, “What do I have to share with media?” Being featured in the media is not about sharing your announcements and press releases anymore. It is about the story and narrative that you are building. One of the most important questions before thinking about getting your PR done is “What new thing are you offering to the media for them to be interested in covering your company?”
Use your owned media efficiently
Today, when everyone is on the internet and consuming information online, just relying on traditional media might not be enough. It is important to use all your social media handles and your communication tools. Be it posting regularly on LinkedIn, maintaining a blog on your company’s website, or sharing a newsletter with internal or external stakeholders. While most Indian businesses treat these powerful tools as their second priority, they might actually come very handy in driving the visibility for their brands. Using these platforms to share your media presence also helps in amplifying your PR efforts to the right people.
Your insights matter
As a practice, journalists dig into the company and spokesperson they want to cover. That makes it even more important to build a social media presence in today’s time. When a journalist looks up your company’s name, they should find a well-maintained website and a LinkedIn page with regular updates. However, this does not stop only at the company’s presence. The journalist also reads about the founder, the person behind the brand. It is important that a founder shares their insights/new developments on their social media handles too. That is where thought leadership builds.
Know your TG; that’s where your news needs to be
One thing we observe in the industry is that everyone keeps chasing the big names, and that is when we lose half the battle. Speaking to the journalist and media whose news your target audience reads is very important. While The Times of India, Hindustan Times, and The Hindu look good on paper, your audience might not be consuming news there.
For instance, for a hospital in Mohali, a national daily should be the second priority. The first target should be to build the presence in the regional/vernacular media, the one that reaches the remotest area of the city.
No coverage is not “waste of your money”
Every PR professional might have heard their clients complaining about not getting covered in the media regularly or their money being wasted if one month the deliverables were not met. Not that they don’t have the right to question, just the approach is wrong. While PR may seem like a very outcome-based effort, but it is a continuous effort that builds credibility even when not seen.
On the days when everything moves slowly, the PR teams do their groundwork. Regular pitches to the media, preparing the topics the founder can talk about, tracking the relevant journalists and updating the media lists, and following up on the pending coverage.
While none of this might seem urgent or important, all of this adds up to be the foundation for your media relations.
The Real takeaway
Public relations is not an overnight process. A founder cannot invest in PR and expect results from the next day. Building communication for a brand takes time. You don’t have to invest a lot; you have to invest smartly in the support system that understands you and opens the right doors for your company. As India witnesses the boom of startups and many businesses opening, there is room for only credible and authentic voices in the media. Those who start today, while they are small, will end up being present in the media more in the next 2-3 years. The ones who just wait for the right time while they look for big agencies will keep waiting for their chance.
(Views are personal)
