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By Anindita Gupta, Founder, Scenic Communication and Co-Founder, A&H Capital

There’s a certain myth still floating around in the SME space: that Public Relations is a luxury—something you invest in after you scale, once the media cares. That thinking is outdated, and in today’s business climate, it’s also risky.

In 2025, PR isn’t your afterthought. It’s your infrastructure. If you’re building a brand, attracting investment, or even hiring top talent, perception is your first product, and PR is how you package it.

Forget Visibility. PR Builds Believability

We’re no longer in a world where the best product wins. Now, the most trusted brand does. SMEs are competing not just on price or innovation, but on clarity and consistency. In an age where consumers are overwhelmed with choices and short on attention, PR doesn’t just get you seen, it gets you taken seriously.

Here’s the punchline most SMEs miss: People don’t believe what they don’t hear often enough. That’s why PR done right isn’t about one press release. It’s about repetition, credibility, and emotional traction over time.

Visibility Is Democratic. Influence Isn’t.

Every SME can post on Instagram or shoot a video on LinkedIn. But that doesn’t equal influence. PR gives structure to your messaging. It aligns your voice across owned media (your website, social, blogs), earned media (press features, interviews), and partnerships (influencers, collaborators). When this ecosystem works in sync, you don’t just show up—you show leadership.

Take the boom in D2C brands across India. Dozens have launched in categories like skincare, coffee, and fashion. The ones that broke through? They weren’t shouting the loudest. They were consistent, clear, and strategic in shaping how people felt about them. That’s PR.

Investor Confidence Runs on PR

Here’s a truth no pitch deck will say out loud: before VCs look at your numbers, they Google your name.

Investors are people first. They want to believe they’re backing a founder who can inspire trust, navigate media scrutiny, and articulate vision under pressure. PR gives your brand that aura of readiness.

In fact, a 2024 CB Insights survey showed that 58% of VCs say a founder’s media presence “strongly influences” their impression of leadership capability. Translation: If your brand lacks polish, they’ll question your potential.

PR gives you that polish, but not in a superficial way. It shows you’re intentional, values-driven, and aware of how the world perceives you.

No, You Don’t Need a Viral Moment

A common mistake SMEs make? Waiting for a “big launch” or media splash. But the most effective PR is what I call slow-burn visibility. It’s not about being everywhere. It’s about being where it matters, consistently. It’s one article in the right niche outlet. One podcast appearance. One founder’s quote that sticks. That repetition builds a memory loop in your audience’s mind. And in business, being remembered is half the battle.

PR Without Data is Just Noise

Modern PR isn’t guesswork. With AI-powered tools, we can track sentiment, test headlines, and refine positioning in real time. You can literally watch what stories spark conversation, and which ones don’t.

At Scenic Communication, we use analytics not to chase trends, but to spot patterns. That’s the power of combining creativity with data—your message doesn’t just land, it lingers.

So What Should SMEs Do Differently?

If you’re an SME founder today, here’s the shift: stop treating PR as a reward for growth. Start using it as the engine.

Ask yourself:

· What do people really know about your brand?

· What would someone find if they Googled you right now?

· Are your customers and investors hearing a consistent, compelling story?

· If not, the time to build one is now. Because while your product may be brilliant, it’s your perception that opens doors.

· And in this economy, trust isn’t just earned—it’s engineered. That’s the job of modern PR.