But with more businesses fighting for attention online, PR has become a smart way to build credibility and stay top of mind, without breaking the bank. 

Hearn wants business owners to know this: PR is not about instant leads, it's about lasting impact. And that impact, when strategically planned and consistently executed, delivers a powerful Return on Investment (ROI).

Too many SMMEs and entrepreneurs focus all their energy on lead generation without investing in the credibility layer that actually converts those leads into paying customers. PR fills that gap.

PR Supports the Entire Sales Funnel — Not Just the Top

While marketing and paid ads drive awareness, PR enhances every stage of the customer journey, from discovery to decision. By securing media coverage, creating thought leadership content, and crafting meaningful brand narratives, PR gives your business the credibility it needs to stand out in a competitive market.

Today's consumers are looking for brands they can trust. Before making a decision, they want proof, stories, values, and visible signs that your brand is credible and consistent. This is the moment where PR justifies the investment. It influences purchasing behaviour by establishing you as the expert, the go-to, and the brand that shows up consistently with value.

The Hidden Value: SEO, Trust and Social Proof

As more customers turn to Google and other search engines to learn about businesses, a strong digital presence has become essential for building credibility. Effective PR organically enhances your online profile by elevating trusted media coverage and meaningful brand storytelling in search results. When your brand is featured on high-ranking platforms, these PR placements strengthen your digital footprint and support SEO, extending your brand message beyond your owned channels. In addition, PR assets — such as articles, interviews, and expert quotes — can be repurposed across social media, newsletters and pitch decks, giving your investment long-term value and reach.

The PR Payoff Isn't Always Instant — But It Compounds Over Time

Expecting one media feature to spark a flood of leads is unrealistic. But three to six months of strategic PR activity can significantly elevate your profile. Over time, the results compound: media builds media, brand recognition builds trust, and trust shortens the sales cycle.

When Does PR Start Paying Off?

Small businesses should plan to run PR for at least 3 to 6 months to start seeing results. The payoff includes:

  • higher close rates from warm leads
  • increased web traffic from earned media
  • media assets that build social proof
  • stronger organic SEO presence
  • elevated brand authority, and 
  • easier introductions and more receptive audiences.

If your business already has sales traction, PR can accelerate your growth. If you're still building brand awareness, PR can be the catalyst.

In a super competitive environment, businesses need big credibility and that is what PR does. It isn't a nice-to-have; it is a must. It's a smart way to promote your business, build trust and get noticed.

Final Thought: PR Helps Your Brand Stand Out and Stick

PR helps people believe in what you're doing. With a full-circle approach, you're not just promoting your business but building a brand that sticks in your consumers' hearts and minds.

For more information, visit www.get-published.co.za. You can also follow Get Published on Facebook or on X.

*Image courtesy of contributor