Why PR is an Abundant Asset, Not Just a Quick Win
PR has a visibility problem. Not in the sense that it lacks exposure – far from it – but in how business owners perceive it. Too many entrepreneurs, even at the six and seven-figure level, treat PR like a fleeting moment of fame rather than a strategic tool for long-term positioning, credibility and influence.
It’s easy to see why. The dopamine hit of a media feature – your name in print, your face on TV, your words in a high-profile outlet – feels like a huge win. But what happens next? Too many business owners fall into the trap of seeing PR as a one-off event rather than a powerful, cumulative asset that should be continuously nurtured.
As a PR expert and journalist with 30 years’ media experience, I see this all the time. Entrepreneurs pour energy into social media and marketing tactics that, while useful, don’t have the same authority-driving, credibility-building and influence-expanding impact that PR does. They think short-term instead of playing the long game. And in doing so, they miss the real value of PR: positioning.
The difference between exposure and positioning
One of the biggest misconceptions about PR is that it’s all about exposure. Yes, visibility matters, but there’s a world of difference between getting featured and becoming a known expert. Exposure alone is fleeting, whereas positioning cements you as a go-to authority in your field, creating opportunities that extend far beyond one media appearance.
When you shift from an ego-driven “Ooh, I got featured!” mindset to a strategic “How does this feature position me for the long term?” approach, everything changes. Instead of chasing one-off media hits, you focus on building a body of work that tells a compelling and consistent story about your expertise, authority and values.
Case Study: Meera Naran MBE – Using PR to drive Influence and change lives
A powerful example of the long-term impact of PR is our client, Meera Naran MBE. After the tragic death of her eight-year-old son, Dev, in a road traffic collision on a smart motorway in May 2018, Meera didn’t just share her story for awareness—she harnessed the media to drive real change.
Through strategic PR, Meera positioned herself as a leading commentator and expert in road safety. She worked with journalists to consistently share her message, ensuring it reached the right decision-makers. Her sustained media presence and advocacy led to her working in an advisory capacity with both the UK government and Highways UK.
The result? Meera’s efforts influenced policy changes, including updates to the Highway Code, and she secured a £900 million government funding pledge for road safety improvements. She has since become an in-demand international speaker and trusted expert in her field.
Her success was about consistent storytelling, positioning and using PR as a long-term asset to drive influence and create meaningful impact.
PR and the abundant mindset
Too many businesses approach PR with a scarcity mindset, thinking:
– “I need one big media hit, and then I’m set.”
– “I’ll focus on PR when I have more time or money.”
– “I don’t want to be too visible as it makes me vulnerable.”
But an abundant mindset flips this thinking on its head. Instead of fearing visibility, it embraces it. Instead of chasing one-off features, it leverages PR as a long-term strategy. Instead of waiting for the ‘perfect time,’ it understands that the time to build credibility is always now.
When you adopt an abundant approach to PR, you:
– See media as an ongoing conversation, not a one-time event.
– Recognise that PR opens doors to new opportunities such as speaking engagements, partnerships and higher-value clients.
– Understand that consistent positioning in the media builds trust, credibility and influence over time.
Case Study: Caroline Strawson – Using PR to become a leading authority in mental wellbeing
Caroline Strawson, founder of The Mental Wellbeing Company, is a prime example of how long-term PR positioning can drive credibility, influence and business growth.
After overcoming complex PTSD, financial hardship and domestic abuse, Caroline identified a widespread gap in trauma-informed mental health care. Determined to make a difference, she launched The Mental Wellbeing Company in April 2024, a pioneering franchise model dedicated to providing trauma-informed coaching, education and community support.
In less than 12 months, Caroline’s company has become the fastest-growing franchise in the UK, revolutionising the mental health industry. But it’s not just the quality of her work that has made this possible; it’s her commitment to working alongside us to leverage PR to position herself as one of the UK’s leading experts in trauma-informed care.
Through a consistent PR strategy, Caroline has been featured on ITV’s This Morning, BBC radio, in Woman’s Own, the Daily Mail, Top Santé magazine, Hello!, Yahoo!, Psychologies magazine, and even graced the cover of this magazine with an eight-page feature. She has used these media appearances to amplify her message and build momentum around the importance of trauma-informed training in workplaces, schools and public sectors.
Caroline’s success is a testament to what happens when PR is treated as an ongoing asset rather than a one-time win. Her strategic positioning has not only helped scale her business but has also allowed her to drive real change in the mental wellbeing industry.
The importance of safely being seen
One of the biggest reasons business owners hesitate to fully embrace PR is vulnerability and the fear of exposure. What if people judge me? What if I get negative comments? What if I say the wrong thing?
This is where strategic PR makes all the difference. When done right, PR isn’t about throwing yourself into the spotlight unprepared. It’s about crafting a clear, compelling and consistent message that positions you as an expert in a way that feels safe and aligned.
Being seen in the media isn’t about ego, it’s about impact. It’s about sharing your message so that the people who need to hear it do—whether that’s potential clients, partners, investors, or policymakers who can help bring about real change.
Why PR needs to be a priority in your business
If you’re a six or seven-figure business owner, PR is not an optional extra, it’s a necessity. Social media and marketing tactics will only take you so far. True authority, credibility and influence come from positioning yourself in the media, consistently and strategically.
So, ask yourself: Are you treating PR like a quick win or are you leveraging it as the abundant asset it truly is?
Because when you commit to PR with the right mindset and strategy, the results are exponential—and the opportunities are limitless.
Article published in Brand You Magazine – Edition 36
Nicola Rowley
Nicola is the founder and CEO of NJRPR, a journalist, an award-winning PR expert, and a bestselling author. She helps business owners and brands get seen and heard safely in the media through strategic storytelling.
