10 Questions Every Business Owner Should Be Able to Answer About Their PR

Public relations isn't just for big brands with big budgets. Whether you're a small business owner, a founder, or a freelancer, you are already doing PR—whether you realise it or not.

But here’s the kicker: if you can’t answer these ten questions confidently, there’s a good chance your visibility, messaging, or media strategy needs a rethink.

🤔 1. What do you want to be known for?
This is the heart of your PR. If someone describes your business in a sentence, what should they say?

🎯 2. Who are you trying to reach?
Knowing your audience means you can choose the right platforms, publications, and tone.

🗣️ 3. What three key messages define your brand?
You should be able to summarise what you do, how you do it, and why it matters—in a way that's relevant to your audience.

📰 4. When were you last in the press?
Not just social media—actual press coverage or mentions. If it’s been a while, it might be time to get proactive.

📝 5. Do you have a current press release or media kit?
If a journalist asked you for information today, could you send it immediately?

📷 6. Do you have up-to-date headshots and visuals?
Strong images often make the difference between being featured or skipped.

🕒 7. Do you have stories ready to pitch for the next 3 months?
PR is most effective when it’s forward-planned, not last-minute.

💬 8. Are you being seen as a thought leader?
Are you contributing insights, quotes, or expert commentary to industry discussions?

👂 9. Do you know what journalists and your audience are talking about right now?
Being PR-savvy means being aware of trends and timely topics that intersect with your work.

🎯 10. Is your PR aligned with your business goals?
Everything you do—media coverage, events, content—should support your wider business growth.


PR isn’t about being everywhere—it’s about being in the right place, at the right time, with the right message. These questions help you check in with where you are, spot the gaps, and refocus your visibility efforts for maximum impact.
Need help answering any of the above?  We’re only an email away.

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