We usually work for big companies, but there are also smaller firms and individuals among our clients. Although the scope of operations does not usually influence the popularity of the news, smaller companies often must work harder – and usually longer. Some advice for small (and big) companies.


No company is too small to achieve success and no company is big enough so as not to go bankrupt. However, before you take the plunge, you must make a song and dance about yourself.

1. Accept who you are

A new client or employee is usually good news – but not for everyone. Accept the fact that your company is not (yet) interesting enough for the media. Do not be discouraged if there is no response to the press release you have sent. Instead, concentrate on creation of content for a limited audience. Separate the news prepared for your employees, shareholders and clients from the content for a greater audience.

2. Take care of the appropriate context

If your company does not arouse interest itself, try to put it in a greater context.  Collect data about the market in which you and your clients operate. Check what are its trends and tendencies. Try to perform its in-depth analysis in order to share your knowledge with others through the media. Putting your company’s details in relation to some history will increase the number of recipients and make the brand more credible.

3. Build relationships

Before your company becomes popular, information about it must reach the right people. However, broadcasting itself will not build relationships. Therefore, you should ask your readers to subscribe to your posts, write emails to reporters and journalists – personal ones, not automated! Do not forget to express gratitude as in this way you can create extremely strong ties. Thank each journalist or blogger who will publish/share link to your content and follow those who mention you on Twitter. If you appreciate other people’s work, they are more likely to appreciate yours.


4. Be persistent

Most of the content sent/published by you will not arouse interest, no matter how hard you have worked. Such is the cost of running a business. Each failure is another opportunity to understand what works and what does not. Quite comforting is the fact that you may still add any unpopular content to your portfolio that represents your voice. Do not give up. Sometimes it is necessary to wait longer. The French fashion model and designer Iness de la Fressange used to say that one cannot be called successful before 10 years of activity.

5. Prepare for success

There is a simple principle: do not invest your effort and money in raising traffic on your website, if you do not know exactly how you want to use it later on. Remember, the time when a website was just a company’s business card, is over. Now, irrespective of the branch, we all operate in e-commerce.  Make sure you have something to sell to your client when they contact you after your publication. Take care of a clearly defined call to action so as your potential customers know what they should do: fill in a form, subscribe to a newsletter or, as it was in the case of my client for example, enclose a CV.

Like what you’ve just read? Then subscribe to our newsletter and you will find new advice and insights every month – our monthly round up of top news, insights and tips on how to effectively promote your brand to Polish customers.

Posted in: