Why Investing in PR Is One of the Smartest Brand Awareness Moves You Can Make

When it comes to boosting brand visibility, many businesses gravitate toward paid advertising. But there’s something more powerful, and often far more credible, waiting in the wings: PR (Public Relations).

Strategic PR is not just about getting publicity. It’s about crafting meaningful narratives that win trust, echo in the right circles, and deliver higher-impact exposure than typical paid ads.

What Is PR, Anyway?

Public Relations (PR) is the art of earning attention rather than paying for it. At its core, PR involves:

• Crafting and distributing media releases to spark interest

• Pitching compelling stories to journalists and editors

• Securing media partnerships and sponsorships

• Arranging interviews, events, and speaking opportunities

• Creating strong news angles that are timely, relevant, and resonant

When done right, PR gets others, trusted outlets and platforms, to share your story.

Why Earned Media Outperforms Paid Ads

Earned media comes with inherent credibility. A Nielsen Global Trust in Advertising study found that 92% of consumers trust earned media, such as editorial coverage or word-of-mouth, more than paid ads, banners, or sponsored posts. While paid ads can be ignored, earned content carries a weight of authenticity.

Measure editorial coverage by Equivalent Advertising Value (EAV), what that space would cost as advertising, and often, a single news feature can yield results worth tens of thousands in ad value, without ad fatigue or scepticism.

How PR Enhances Your Marketing, or Gives You a Launchpad

Whether you’re just starting or you're already running paid campaigns, PR brings credibility, trust, and amplified reach.

• For new ventures: PR gives you a strong entrance with credibility behind your name

• For existing campaigns: PR elevates your message, lending third-party validation to your marketing dollars

It’s not just about visibility, it’s about visibility with authority.

Real-World Wins from My PR Experience

In my career, I’ve helped both commercial and not-for-profit clients create real media impact, without paid placements:

• Front-page newspaper coverage that positioned community events as must-see stories

• Fundraising campaigns featured on Christian and community radio, driving engagement and donations

• A monthly one-hour radio segment for a not-for-profit, regularly spotlighting their programs and impact

• TV news coverage highlighting events and initiatives, offering powerful visuals and immediate credibility

These opportunities came through strategic storytelling, tailored to what the media, whether print, radio, or TV, wanted, not just what the clients needed.

The Strategy Behind Successful PR

Effective PR goes deeper than sending a press release. Here’s what it takes:

• Understand the outlet: What does the newspaper, radio station, or TV program actually want

• Know their needs: Are they looking for human-interest angles, visuals, or impactful interviews

• Find the match: Align their needs with your client’s story, and package the narrative accordingly

The best media partnerships happen when both parties get what they need, newsworthiness plus compelling storytelling.

About Me

I’m Jamie Harcourt, founder of Bedford Avenue Marketing, bringing over 20 years of experience in communications, marketing, fundraising, change management, business strategy, and education. As a Fractional CMO and award-winning digital strategist, and former university lecturer, I help service-based businesses bridge strategy with execution, delivering the expertise you’d expect from a full-time executive, without the full-time cost.

Ready to Amplify Your Story?

If you're ready to create media momentum, launch a campaign, build credibility, or extend your marketing reach, our PR services can help. Here’s how we start:

PR Launch Kick‑Start — From $4,000 (one-off)

Custom PR strategy, targeted media list (including Christian and mainstream outlets), one media release, and media coaching to position your story for success.

PR Retainer — From $3,500/month

Ongoing support, strategy, releases, pitches, follow-up, and media coordination, like having your own PR team without the overhead.

I work with a small handful of clients, becoming an embedded part of your team, bringing senior-level PR strategy and personal attention to help you gain visibility that lasts.

Let’s explore how we can tell your story.

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Book a complimentary consultation today to uncover your PR opportunities and plug your media gaps, no obligation, big possibilities.

Love, Jamie x