Using PR to Maximise Your Business Sale Value

As experienced PR professionals, we've worked with many founders to help them achieve their goal of selling their business. A strong PR strategy always benefits the entrepreneur, increasing the company's value and bolstering the reputation of everyone involved, from employees to clients. Prospective buyers need a guarantee that they are investing in a trustworthy business, and a good public relations strategy is the most effective way to demonstrate this.

Weber Shandwick's research shows that a company's market value is 65% attributed to its reputation. This means that regardless of your turnover, your business's reputation is a key factor when it comes to selling it. Just like with raising investment, you need a strategic PR and communications plan that presents your organization in the best possible light.

Here's how a strategic PR plan can help sell your business.

Build a Strong Reputation

By crafting and consistently sharing your brand's key messages through a controlled PR plan, you can create a powerful brand reputation. This includes securing positive media coverage through interviews and profile articles. When a respected journalist or publication covers your business, it's a third-party endorsement that positions your company as trustworthy - crucial for buyers. It’s not just you saying your business is good; trusted news outlets are also saying it's a safe bet.

You should also create thought leadership content, such as advice pieces written by key people in your business. This positions them as authorities in their industry. Amplifying this expert positioning through social media and speaking engagements will attract buyers who are looking for a business run by experts. Additionally, collaborating with third-party endorsers like industry experts and influencers, both in the press and at events, will further solidify your business's reputation.

Increase Brand Awareness

By consistently engaging with the media and sharing company news, such as new clients, key hires, and industry insights, you can ensure your business maintains a high level of brand awareness within your target market. As you build relationships with journalists, they will begin to call on you to comment on industry issues. This positions both you and your brand as leaders, setting you apart from competitors and cementing your company as a trusted entity.

You should also create your own content to boost search engine optimisation (SEO), driving traffic to your website and further establishing your brand as a leader. Engaging with social media is another critical step to extend the reach of your communications and generate more exposure for your brand.

Improve Sales Prospects

A strategic PR plan supports your sales team by creating targeted media campaigns. By growing your client base, PR actively raises the valuation of your business. These targeted campaigns can generate leads and broaden your business's commercial opportunities. PR works exceptionally well when integrated with a sales strategy, as it allows your sales team to use recent coverage as a conversation starter with potential clients, offering timely, third-party validation.

Conclusion

In today’s competitive market, a strong reputation is one of your most valuable assets. By strategically building brand awareness and leveraging public relations to endorse your company, you can significantly enhance your business's valuation and attract the right buyers. A well-executed PR strategy doesn't just get your name in the news; it builds a foundation of trust and credibility that is essential for a successful sale. It proves to potential buyers that your business isn't just profitable - it’s respected, authoritative, and a secure investment.

If you are planning to sell your business or you're looking for investment, talk to us for advice on raising your business’ value.