PUBLIC RELATIONS IS A VITAL TOOL FOR GROWTH

The Power of Public Relations: Why NI Businesses Can’t Afford to Ignore It

In a marketplace where trust, visibility, and authenticity are more valuable than ever, public relations (PR) has emerged as a key driver of business growth — from start-ups in Belfast’s tech corridors to heritage brands in the heart of Derry~Londonderry.

“PR is no longer a nice-to-have; it’s an essential business function,” said Michael McCrory, Director at Elevator. “Especially in a region like Northern Ireland, where community, connection, and credibility are everything.”

Michael went on: “Too often, PR is misunderstood — seen as something only big brands can afford or something that’s only needed in a crisis. But I’ve seen first-hand how PR, when done right, transforms not just how businesses are seen, but how they perform.

“At Elevator, we work with founders, entrepreneurs, and leadership teams who know their businesses inside out — but often don’t know how to tell their story in a way that cuts through. That’s where we come in. My job is to uncover those stories. I love hearing how people built their success, the scrapes they survived, the pivots they made, and the grit that kept them going. Those stories don’t just build brands — they build trust.”

Why PR Matters for Business Growth

At its core, public relations is about storytelling — crafting and communicating a brand’s message in a way that resonates with the right audience. For businesses of any size, that can translate into increased brand awareness, improved public perception, and ultimately, stronger bottom lines.

“For SMEs and early-stage ventures, PR is a way to level the playing field,” Michael explained. “You might not have the budget of a global player, but you can still dominate headlines and conversations if your story is strong and strategically placed.”

Real Impact, Real Returns

Northern Ireland has no shortage of case studies showing how PR can create tangible impact. Michael points to two businesses he thinks are getting it right – Mash Direct and FinTru.

Through consistent, quality media engagement and storytelling about their family-run origins and innovation in farming, Mash Direct has expanded across the UK and won multiple industry awards — not just for their product, but for their brand.

Or look at FinTrU, one of Northern Ireland’s fastest growing fintech firms. Their strategic use of PR — from thought leadership in financial publications to community engagement stories — has helped them not only attract global clients but also top local talent.

“These aren’t just PR wins,” explained Michael. “They’re business wins. Increased credibility brings better recruitment, better clients, and better investment opportunities.”

Big Ambition, Boutique Thinking

In Northern Ireland’s bustling hospitality sector, standing out takes more than just a great product — it takes strategy, storytelling, and smart partnerships.

That’s exactly what Charlotte Dixon, owner of the boutique hotel Elephant Rock in Portrush, realised when she launched the business three years ago.

“We spent the first couple of years refining everything — the experience, the design, the atmosphere,” says Charlotte. “But when it came time to step things up, we knew we needed help to get the word out. That’s when we brought in Elevator.”

While their budget wasn’t huge, the ambition was — and that’s where the alignment with Elevator made an immediate impact.

“Michael and the team just got it straight away,” she adds. “They understood the brand, the market, and what kind of stories would land. From media features to influencer partnerships, they’ve given Elephant Rock a voice and visibility we couldn’t have achieved on our own.”

For Charlotte, PR has done more than raise awareness — it’s shaped the very personality of the brand.

“They’re an extension of our team. The coverage and engagement we’ve had since working with Elevator has elevated the business — no pun intended — in ways we hadn’t imagined.”

Standing Out Locally

Another Northern Ireland business making a big impression is Pizza Crew, a vibrant and community-focused brand carving out a distinctive space in the competitive takeaway market.

“We’re a small team up against a lot of big players,” says owner Ciaran Kelly. “But with the right PR strategy, we’ve been able to cut through the noise.”

Ciaran worked closely with Elevator to develop a communications approach that reflected Pizza Crew’s values — local roots, community support, quality product, and a strong team ethos.

“We’re not just a takeaway. We hire local, we support other small businesses, and we invest in people who want a career in food,” he says. “Michael saw that straight away, and helped us tell that story in a way that landed with both customers and the press.”

Thanks to a targeted mix of media outreach, storytelling, and community engagement, Pizza Crew has grown its brand recognition significantly — not just in its hometown, but across Northern Ireland.

“PR has connected us with new customers and reminded existing ones what makes us different,” Ciaran adds. “And the Elevator team has been brilliant. Creative, responsive, and genuinely invested in our growth — they’re a partner in every sense.”

The Local Advantage

In a region where word-of-mouth still holds weight, PR has a distinct local flavour. Businesses can thrive by focusing on regional press, trade publications, podcasts, and community outreach — areas often overlooked in digital-only marketing strategies.

“Media relationships in Northern Ireland are strong and close-knit,” said Michael. “If you can tell a compelling story, there’s a real hunger from journalists to feature home-grown successes — whether it’s a bakery in Ballymena launching a sustainable range, or a tech start-up securing Series A funding.”

More Than Just Press Releases

Modern PR encompasses media relations, crisis comms, social media strategy, influencer engagement, and internal communications. For Michael and the team at Elevator, it’s about alignment.

“PR only works when it aligns with business goals,” he continued. “If you’re launching a new product, expanding into new markets, or managing a sensitive issue — PR should be in the room from the start. Not just when it’s time to write a press release.”

Investing in Reputation

Trust can’t be bought, but it can be built and maintained. PR helps businesses proactively shape their reputation, rather than letting others define it.

“When people Google your business, what do they see?” said Michael. “PR ensures the right narrative is out there — and that it’s updated, relevant, and working for you.”

Final Thoughts

Whether you’re a solo entrepreneur, an SME scaling up, or a corporate looking to future-proof your brand, PR isn’t optional. It’s strategic, measurable, and — done right — transformative.

“In Northern Ireland, our stories matter,” said Michael. “We’re a small place with a big voice. PR is what helps businesses find theirs — and make sure it’s heard in all the right places.”

Visit www.elevatorpromotions.com to find out more about how Elevator can help your business grow.

---