Pay As You Go PR support for UK businesses

Your story deserves to be heard

Something big has just happened. It deserves more than three likes and a nod from Barry in accounts.
Introducing Cannon PR’s pay as you go PR service.

Every business has moments worth talking about. A new contract, an award win, a major investment, a product launch or an important milestone. These aren’t just special moments to celebrate internally — they’re opportunities to make others sit up and take notice.

The people who already know your business aren’t the ones you need to reach. Sharing your success more widely can put you in front of new audiences and create opportunities you may never have anticipated — and that’s exactly what makes PR such a powerful communications tool.

Developed specifically to help businesses across the UK showcase their achievements and celebrate success, our Pay as you go PR support service provides flexible access to communications expertise, whenever you need it.

Bespoke press release writing and distribution

Whether you’re curious about adding PR to your communications strategy, have never worked with a PR agency before, or simply have a great story you want to share, Pay as you go PR gives you a flexible way to discover what PR could do for your business.

We’ll help you find the right angle, turn your good news into a story that captures the attention of journalists and their audiences, and share your press release directly with the media. What’s more, we’ll let you know where your story has been published and help you prepare for any further opportunities it generates.

How does pay-as-you-go PR work?

Got a story you think deserves to be heard? From finding the right angle to capturing the attention it deserves, our Pay as you go PR package makes the process simple and straightforward:

1. Development and content creation

Effective press releases start with an idea. We’ll help you identify the right angle for your story, understand who you want to reach and determine the key messages you want to communicate.

We’ll also consider any supporting materials that could strengthen your story, such as photography or video content, and agree the best timing for sharing it with the media.

We’ll use this to bring your story to life and give journalists everything they need to cover it.

2. Reviewing and finalising

Once the first draft is ready, you’ll have the opportunity to review the content and discuss any changes you would like to make. Revisions and redrafting are all part of the service, so we’ll work with you until you’re completely satisfied with the final story. You’re in complete control, and we won’t share anything with the media until you’re happy with it.

3. Media planning and distribution

A great story only works if it reaches the right people. Drawing on our extensive media network, we’ll identify the most relevant outlets and journalists for your story, from specialist trade and industry publications to regional news, digital channels and, where appropriate, national media.

We’ll also help you prepare, so you’re ready to make the most of interview requests and other opportunities that come your way. It’s all part of our service.

Need it yesterday?

Sometimes, a great opportunity comes with a tight deadline. If you have a story that needs to move quickly, Cannon PR offers an express Pay as you go PR service to help you respond while the opportunity is still there.

Tell us what you need and when you need it. We’ll let you know what’s possible and get to work — better still, give us a call on 01709 321585.

Frequently asked questions:

Is pay as you go PR right for my business?

Pay as you go PR can work particularly well when you have a specific story, achievement or announcement you want to share, or if you’re curious about how PR could support your wider communications activity.
Not sure whether it’s right for you? Talk to us. We’ll give you an honest assessment of the opportunity. If we think it’ll work, we’ll tell you how. If we don’t, we’ll shake hands and leave it there.

I’ve never used PR before, what should I expect?

We’ll guide you through the process, explain what we need from you and keep you informed at every stage.
We’ll start by getting to know your business and understanding what you want to achieve. From there, we’ll identify the strongest angle, develop your story and agree the final content with you before anything is shared with the media.

How do I know if my story is newsworthy?

You don’t need to — that’s where we come in. What might seem like an everyday development to you could contain exactly the kind of story a journalist is looking for. We’ll look at your news through the eyes of the media, discuss possible story approaches and explore how it might work. If we don’t think there’s a strong enough story, we’ll tell you and explore more appropriate alternatives.

Do I see the story before you share it with the media?

Absolutely. Nothing will be shared with the media until you’re completely happy with the content. You’ll have the opportunity to review the press release, suggest changes and approve the final version before it leaves our hands.

Can you guarantee media coverage?

We can. It’s called an advert — we don’t offer those under our Pay as you go PR service.

PR is about earning media coverage, which means the final decision about whether to cover your story rests with the journalist or editor. What we can do is give your story the best possible chance of success by finding the right angle, creating compelling content and sharing it with the journalists most likely to be interested.

We can’t guarantee coverage – no reputable PR agency ever would – but we can guarantee we’ll give your story every opportunity to earn it.

What type of media coverage can I expect to receive?

Every story is different, and the media opportunities will depend on the nature of your news and who it is relevant to.

Businesses using our Pay as you go PR service have seen their stories featured across a wide range of media, from business news websites, specialist trade and industry publications and regional news outlets through to national news, radio and television.

Wherever possible, we’ll let you know where your story has been published and keep you updated on any further media interest it generates.

What happens if a journalist wants an interview?

You’ve hit the jackpot! A journalist wants to know more about your story and they want to hear from you.

We’ll help you prepare for the interview, run through the questions you’re likely to be asked and help you think about how best to answer them, so you’re ready to make the most of the opportunity.
Whether it’s a quick phone call, an online interview or an opportunity to appear on radio or television, we’ll make sure you’re ready — it’s all part of our Pay as you go PR service.

How quickly can you write and share my press release?

Our Standard service will deliver a distribution-ready press release within five working days.* Need it sooner? Our Express service prioritises your story, with a distribution-ready press release delivered within 24 hours.*

It’s worth remembering that once your press release has been finalised and shared, media coverage won’t necessarily appear straight away. News websites and digital channels may publish a story very quickly, while newspapers and magazines can work to longer lead times. Journalists may also want to arrange an interview or request further information before deciding how and when to cover your story.

*Please note: Turnaround times are subject to receiving all the information we need from you and obtaining approval of the final content.

Can you provide supporting photography or video content?

Absolutely. The right photographs and video content can bring your story to life, increase its appeal to the media and give you valuable content to share across your own digital channels.
If you’re providing your own images, we’ll advise you on what works best and how to frame the shots. Where possible, however, we recommend leaving it to the professionals — there’s a big difference between press photography and social media snaps!
Photography and video are not included in the Pay as you go PR package price, but we can arrange both if required. We’ll agree any additional costs with you beforehand.

What if my story is commercially sensitive?

Some stories need to be handled carefully. If your announcement contains commercially sensitive or confidential information, we’re happy to sign a non-disclosure agreement (NDA) before entering into any discussions.
We’ll agree exactly what can — and cannot — be shared, and nothing will be released to the media without your approval. Where timing matters, we can also work to an agreed publication or announcement date. You’re in control of the process.

Ready to get started?

Let’s talk!

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