Let’s be honest. Press coverage on its own is not a result.

If it’s not helping you win work, build credibility, or open the door to useful conversations, it’s just noise.

Too often, PR and business development are treated as separate functions. One sits with marketing and the other with sales. But when the two are aligned, when they share insight, timing, and commercial priorities, that’s when the magic starts to happen.

I’ve worked for some of the largest marketing agencies in the UK, partnering with both global brands and ambitious start-ups. That means I have seen these silos first-hand for many years. I set up Flawless Comms to help businesses bridge this gap and combine PR and BD to deliver the best results.

Visibility simply isn’t enough. You need the right message, in the right place, at the right time. That’s how you create value, not just activity.

The old model no longer works

It used to be about getting your name out there. A feature in the trade press. A media mention. A few likes on LinkedIn.

While there are still brands who are just after vanity metrics, thankfully most now recognise that they need to look for more than just pieces of coverage. The reason is simple. If visibility isn’t leading to conversations, building trust, or helping your sales team move opportunities forward, it’s not doing its job.

PR can’t sit in a separate box. It must be part of how you grow the business, how you build relationships and how you deliver something useful to the people you want to work with.

What it looks like in practice

Here is where to focus:

• Start with the commercial goal: What are you trying to achieve? Who are you trying to reach? Let that guide your entire approach.
• Show up where your audience is: Your ideal client might not be reading niche sector press. They could be scrolling LinkedIn, listening to a podcast, or attending the same events as you.
• Make every message count: Your story should be consistent across pitches, profiles, conversations, and campaigns.
• Get the timing right: When PR and BD work together, one reinforces the other. There’s no quick fix. It’s about building credibility and momentum over time.

• Track what really matters: Views and shares are surface level. What moves your business forward are conversations started, doors opened, and leads created.
• Offer genuine value: People can tell when you’re just trying to sell. Share ideas. Connect with people. Be helpful. That’s what builds trust and earns attention.
• Make time for real connection: Especially in cities like Manchester, where relationships really matter. Your reputation will most definitely precede you.

Focusing on value and connection

We all know that people buy from people. We say it often but forget it quickly, especially when it comes to B2B marketing.

Being in business doesn’t mean being robotic and no matter who your audience is, they will always respond best to personality, relevance, and clarity.

The most effective PR is not about being louder. It is about being intentional, consistent, and adding value to the people who matter.