For small businesses, particularly in competitive sectors like technology, reaching the correct target audience is essential for growth and sustainability. So says Judith Middleton, CEO of DUO Marketing and Communications. “We often see that public relations (PR) and marketing budgets are spent without any real accountability for results or impact. Many tech businesses assume they know how to position their brands well, but they often don’t have the correct PR and digital marketing tools to make data-informed decisions on where and how to invest their budgets.”
DUO Marketing and Communications is a South African-based PR and Digital Marketing agency. It brings affordable marketing and PR solutions for enterprises within the African tech industry. “I’d say, once you get the PR and brand elevation strategy aligned to the business objectives, and you have the tools in place to measure and monitor your investment, you’re in the best possible place to start driving campaigns to build awareness, drive leads and safeguard your reputation,” Middleton explains.
Balancing the Budget for Public Relations in Africa
Many small businesses want to DIY their social media and media relations, often citing costs as the reason, but there is a way to balance the cost of PR with the need for experience.
“It’s completely understandable that small businesses consider handling social media, PR and media relations themselves to manage costs. However, it’s important to recognise the breadth of services involved in effective PR and digital marketing.” She explains that it includes strategy, content creation, SEO, and Lead Generation. “These often require specialist skills to be truly effective,” she adds.
According to Middleton, a holistic strategy will reap the best results and return on investment (ROI), guided by experienced strategists to deliver results that match your business objectives. “Dedicate time to defining your goals, audience, and key messages before diving into tactics. You must put measurement criteria in place for each Rand you spend and be realistic about ROI, especially in the early stages,” she explains. “When planning your budget, allocate funds for testing, as this data will go a long way towards a sound future strategy.”
South African SMEs need to focus on the one or two most important activities that help reach their overarching business objectives. One example that Middleton mentions is to master a key social media platform before looking at the next activity, such as targeting specific local media. “Experience isn’t just purchased; it’s built. Commit to continuous learning about best practices in your chosen focus areas. Forging excellent media relationships and gaining exposure to audiences you could never have reached otherwise takes time and persistence. This learning curve and relationship building are substitutes for hiring existing expertise.”
Middleton says that the final important step is to measure everything you can. “Establish clear metrics tied to your business goals to determine if your DIY efforts are yielding a real return on investment and delivering real value.” Diligent tracking helps assess if the significant time investment is truly cost-effective compared to the potential results achievable with professional expertise, such as cutting through clutter or driving leads, revenue, and brand loyalty.
Finding Value in PR
If SMEs want to ensure that they are receiving value, then it really boils down to linking their efforts to tangible results that matter to their business. You will also need to monitor and measure it regularly.
“You must know exactly what value means for your business.” Middleton shares that value isn’t just being busy online or getting a mention somewhere – It’s about delivering results that match your business objectives.”
Small businesses can do the following:
- Set Up Measurement Criteria Before You Start: You need to be able to track how your efforts are contributing to lead generation, driving revenue, increasing brand visibility or achieving exposure to audiences you could never have reached otherwise. You need to base success on statistics and data, but also be able to predict from the data and start spotting trends.
- Focus on the Few Things That Deliver Value: Given the breadth of services PR and Digital marketing professionals cover, you simply can’t master them all. Value is proven when your tracking shows a real return on investment by moving the needle on those core business objectives like driving leads, revenue, and brand loyalty.
Strategy Meets Public Relations
“Business strategy is fundamentally tied to PR and digital marketing because these functions are designed explicitly to help clients meet their business objectives,” Middleton notes. “Rather than operating in isolation, PR and marketing serve as strategic tools to achieve tangible outcomes such as driving leads, revenue, and brand loyalty, increasing brand awareness and recognition, elevating executive expertise and credibility.
“Strategy itself is a core communication service, with experienced strategists providing the necessary direction, intent, and strategic guidance.”
Middleton uses an example from the technology industry to explain her point. “For tech companies, this involves the crucial step of translating technical concepts into business and commercial value, effectively harvesting business value out of technology.”
This is possible with a holistic, integrated strategy, often involving the integration and amplification of PR with digital.
Based on her many years of experience, she highlights the non-negotiables that every SME should consider. “Every small business navigating differentiation must recognise that certain Public Relations elements aren’t optional but foundational for growth and trust. This includes a crystal-clear brand story and consistent messaging that resonates with a well-defined target audience.
“Cultivating relationships with relevant media, particularly local business media, and equipping them with quality press materials is crucial, alongside maintaining an active and engaging online presence and proactively managing your reputation. Furthermore, community engagement and authentic storytelling that humanise your brand are vital, all supported by ethical and transparent communication and a commitment to measuring and adapting your PR efforts.
She ends with this thought: “These core principles are not just best practices; they are the essential power moves that can amplify a small business’s voice and build lasting connections.”
