Michael McCrory looks at the power of public relations – and why businesses can’t afford to ignore it
I’ve spent the last 25 years helping Northern Ireland businesses tell their stories in multiple sectors – and I’ve seen first-hand how public relations can transform a company’s trajectory.
When I founded the public relations division at Elevator, I knew PR wasn’t a luxury reserved for multinational brands or a last-resort for crisis management. It’s an essential tool for growth, trust and long-term success.
I partner with founders and leadership teams who know their operations inside-out but need to cut through the clutter. I home in on the defining moments – the critical pivot, the family traditions, the bold vision – and turn them into authentic, attention-grabbing stories.
Those narratives don’t just make headlines; they build credibility, attract ideal customers and supercharge recruitment. Whether it’s a business feature, thought-leadership piece or influencer campaign, the right story shows your audience exactly who you are and why you matter.
Whether you’re a large organisation or an SME, you get the same dedicated team and expert storytelling. I’m especially passionate about partnering with smaller businesses -every entrepreneur I meet has an inspiring story waiting to be told, and we make sure it’s heard.
Boutique thinking matters, too. When Charlotte Dixon came to Elevator with her vision for Elephant Rock in Portrush, she’d perfected every guest experience but needed a voice beyond her website and social media output.
We crafted a targeted PR strategy that included media features, influencer partnerships, podcast appearances and trade articles – that gave Elephant Rock a personality as distinct as its design.
The coverage didn’t just fill rooms; it shaped how guests perceive every corner of the hotel.
Even in a competitive takeaway market, PR makes a difference.
When Ciaran Kelly of Pizza Crew asked for help standing out against national chains with much bigger budgets, we focused on his values: local hiring, small-business collaboration and a genuine community ethos.
That narrative cut through national and regional press and social feeds alike, driving both new orders and brand loyalty.
But PR only works when it’s integrated from day one. Whether you’re launching a new product, expanding into fresh markets, or facing a sensitive issue, having a strategic communications plan in the boardroom ensures your message stays ahead of the story.
When someone Googles your business, you want to control what they see and that requires ongoing effort, not just occasional press releases.
In Northern Ireland, word-of-mouth still carries weight, but it needs amplification. Our close-knit media landscape rewards compelling, home-grown stories and I’m committed to making sure yours are heard.
PR is strategic, measurable and, above all, collaborative. It’s not about flooding the wires; it’s about finding the right channels, the right voices and the right moments to tell your story.
If you’re a solo entrepreneur, an SME scaling up or a corporate looking to future-proof your brand, PR isn’t optional – it’s how you build trust, shape perception and drive results.
