Growth Bites: Top Tips for Navigating the UK PR Landscape

with Dominic Pollard, Director of Communication at City Road Communications

Welcome to Growth Bites, a series that captures the highlights of expert-led sessions and transforms them into actionable takeaways.

Expanding into the UK market takes more than a strong product. You also need to shape how your business is perceived. In this session, Dominic Pollard shares practical steps founders can use to build visibility, credibility, and trust through PR.

PR = Trust, Not Transactions

PR works as the foundation of your reputation:

• Shapes your digital footprint (what people find when they Google you).
• Builds credibility in ways paid ads never match.
• Creates the “peacock effect” — making small startups appear bigger and more established.

Think of PR as your trust engine when entering a new market. Awareness comes first, credibility grows next, and sales follow later.

Lead with Stories, Not Specs

Journalists look for issues and trends, not product features. To earn coverage, connect your brand to the bigger picture:

• Purpose → the problems you solve.
• Context → regulation, cultural shifts, or market changes.
• Education → insights, advice, or fresh data that audiences value.

Strong and effective angles include original research, thought leadership, timely commentary, and founder stories that humanise your journey.

Pitching That Stands Out

Reaching the right journalists starts with preparation and clarity. Dominic’s quick-fire do’s and don’ts:

 ✅ Build a targeted media list.

 ✅ Keep pitches short, clear, and jargon-free.

 ✅ Follow up once or twice, then move on.

 ❌ Avoid buzzwords like “disruptive” or “next-gen.”

 ❌ Don’t send long, attachment-heavy emails.

The goal is to spark a conversation, not overload inboxes.

Consistency Beats Campaigns

Trust builds through steady presence. The brands that succeed:

• Share insights regularly.
• Create multiple touchpoints with their audience.
• Build long-term relationships with journalists.

A little-and-often rhythm strengthens recognition far more than occasional bursts.

Measuring PR Effectively

PR creates value as Return on Expectations, not quick ROI. 

Define your benchmarks early, then track:

• Visibility → coverage in target publications.
• Engagement → web traffic or LinkedIn growth.
• Share of voice → mentions compared to competitors.
• Signals → prospects referencing articles or events.

Combine data with anecdotal feedback to judge whether your message is cutting through.

🚀 Growth Bite Takeaway

For founders entering the UK, PR acts as the bridge from unknown to trusted. Lead with stories that matter, show up consistently, and measure success through credibility gained rather than transactions closed.