All businesses need to focus on their public relations strategy, no matter their industry and the company’s size. Improving your PR brings improved credibility and more visibility. It also strengthens your relationships with clients and customers, which means more sales and increased revenue. Here are five ways you can develop your company’s PR strategy.

Leverage Social Media

Many PR professionals consider social media as an effective PR tool for businesses. It helps companies identify threats, engage directly with customers, and launch promotions in collaboration with influencers and authority figures in their industry. A business can use platforms like Twitter and Facebook to publish brief updates and official information.

Businesses can also use social media for crisis management and communication. People visit social media to see how companies respond to negative feedback on their products or services. Businesses have always managed public opinion through content that protects their brand image, and social media is a channel for that content.

Boost Employee Qualifications

Improving customers’ credentials will have positive benefits on a business’ brand. For example, enrolling staff in a course on customer care helps them gain skills for managing and resolving complaints, a crucial aspect of public relations. Qualifications also improve your business’ brand image. People like knowing that those “behind the scenes” have the training and expertise needed for their roles.

Improve Customer Service

Customers are more likely to purchase from companies with a good reputation for customer service. As such, businesses must deal with complaints in a constructive, action-oriented way. Here are some ways you can improve public relations through customer service.

  1. Invest in community management. Having a go-to person (or team) for social media and customer feedback ensures immediate action on queries or complaints.
  2. Encourage customers, whether new or repeat, to post feedback or reviews about your products and services. Online reviews serve as both social proof and a source of market research, so the more you have, the better.
  3. Use bots and other software that enables 24/7 support for customer queries.
  4. Provide employees with continuous training on complaint resolution, effective communication, and other elements of customer service.

Become More Eco-Conscious

People today want to engage with companies that do their share in implementing measures for corporate social responsibility. CSR initiatives address a wide range of inequalities and issues, and one of the most popular is sustainability. 

Consumers want to support businesses that reduce their environmental impact, so finding ways of going green can help you appeal to a broader audience. From improving workplace recycling policies to encouraging green commuting and switching to renewable energy sources, your business can reduce its carbon footprint in many ways.

Introduce Promotions Regularly

Promotions are great for launching products and services, boosting sales, and building customer loyalty. Competitions, sweepstakes, sales, and coupons are typical for launches and sales. Meanwhile, referrals and new customer discounts are great ways of attracting potential customers.

Don’t just launch a promotion, though—you need to understand your target audience and determine the best promotions for them. Experimentation and monitoring will help you find the promotions most effective for your business.


All successful businesses have a well-thought-out public relations strategy. Robust PR strategies improve brand reputation and increase sales and profits. If you want to build your authority and revenue, you need to implement a good PR strategy—the tips shared in this article are only the start!

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today.