How PR Can Drive Business Growth for Kiwi SMEs

For many New Zealand small and medium-sized enterprises (SMEs), marketing starts and stops with social media posts and paid ads. But in an economy built on reputation, trust and relationships, there’s another, often underutilised strategy that delivers long-term value: public relations (PR).​

Unlike advertising, PR isn’t about buying attention, it’s about earning it. A well-placed media article, a thought leadership piece in an industry publication, or expert commentary in a news story can build lasting credibility and customer loyalty. And in New Zealand, where word-of-mouth and local reputation still carry real weight, PR is often the growth lever that separates SMEs from their competitors.​

Public relations can generate impact well beyond what most SMEs expect from traditional marketing. Here’s how:​

Build credibility: Consumers are significantly more likely to trust an independent news story than a paid advertisement. PR gives your business third-party endorsement through reputable media.​

Attract investors and partnerships: A consistent media presence builds confidence. For investors, strong PR coverage signals momentum, professionalism and market relevance.​

Differentiate from competitors: PR allows you to shape your brand story in a way that resonates, beyond slogans and advertising copy.​

Mitigate reputational risk: A well-prepared PR strategy helps businesses navigate crises quickly and transparently, preserving trust when it matters most.​

Boost organic traffic and SEO: Earned media mentions are often indexed by Google, helping your business appear in search results without paying for every click.​

For small business owners, PR offers a rare combination of high impact and long-term value. According to international research, earned media coverage can deliver up to 10 times the value of equivalent paid advertising due to its credibility and influence.​

Unlike pay-per-click campaigns that stop delivering the moment you stop paying, media coverage lives on, builds authority and often improves your website’s SEO performance. ​

Expert Tip: If you are considering outsourcing your campaign to a public relations professional, ensure it is a PR agency New Zealand businesses trust - such as Impact PR. Beany clients can also gain exclusive access to discounted PR packages. Just mention you saw this article when contacting them.​

New Zealand’s media environment is far more accessible than in larger international markets, which is a significant advantage for Kiwi SMEs. But it’s also highly competitive. Journalists receive hundreds of pitches a week and will only respond to content that is truly newsworthy.​

To stand out, SMEs must:​

Here’s a practical PR framework that small business owners can follow - even with limited budgets:​

Every SME has a story worth telling. Whether it’s a founder’s journey, solving a customer pain point, or a niche innovation, authenticity makes you media-ready.​

Don’t overlook regional outlets and trade publications. They’re often hungry for relevant SME success stories and product innovations that impact their readership.​

Write opinion articles or offer commentary on current industry issues. This positions your business as a trusted voice and increases the chances of media exposure.​

PR extends beyond traditional newsrooms. Tools like LinkedIn, blog content, influencer collaborations and online interviews amplify your brand across multiple platforms.​

Every business faces challenges. Prepare now by nominating a spokesperson, developing holding statements and monitoring your brand’s online mentions.​

PR shouldn’t be seen as a “nice to have” but rather as a core growth tool. Businesses that invest in telling their story effectively are more likely to build trust, attract partnerships and stand out in competitive sectors.​

In an era where authenticity wins and trust is currency, PR delivers what paid ads can’t: earned authority, real connection and lasting brand reputation. It’s time New Zealand SMEs took full advantage.​