For a 10-year period, small businesses have faced a persistent paradox: they need media coverage to grow, but the traditional PR model, charging £3k–£10k/month, is economically out of reach. Consequently, they settle for “doing nothing” or posting on LinkedIn without ever getting in front of journalists.
The solution isn’t more human labour; it’s a shift in martech strategy.
I’ve been advising on an AI-enabled platform that is solving PR at scale by focusing on three key pillars:
- Automation: AI-driven press releases and journalist targeting.
- Partnership Distribution: Utilising white-label SME bodies and reseller networks.
- Multiple Revenue Models: Combining transactional SaaS with white-labeling.
This martech strategy unlocks the 250,000+ SME market that was previously unreachable. Unlike traditional models, you aren’t hiring 50 account managers; you’re building a network where the unit economics flip because the model is lean, not bloated.
While Private Equity has often avoided PR services due to low margins, this partnership-driven approach is a 60-70% margin play. For any growth PE fund or mid-market agency, adopting this specific martech strategy is essential for capturing high founder quality and better-than-expected returns.
The margins are there. The operators are ready. More on this coming soon.
Adam Rubins
People, M&A Strategy & Delivery
With 25+ years in the Marcoms sector, Adam oversees M&A strategy & delivery but with a wellbeing lens. He is also a Coach and Mentor to a number of young and established CEOs.
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