Kam Hashim, Founder Of Hashim Communications, On Helping Emerging Brands Unlock PR’s True Potential

PR is pretty much underrated in many businesses out there. To make them see what I see in PR and its potential is through education. This is key. Since I primarily work with emerging tech brands (startups & scale-ups), my first contacts with prospective clients are often with their CEOs and founders, many with a technical background and little exposure to PR. So, I make it a point to meet with them where they are, having a conversation about what PR is, what it’s not, and how it supports their business goals.

Proven track records work wonderfully! In most cases, showing real results, whether through case studies or campaign outcomes, helps convince them of the power of PR. I treat every business differently and make sure I take time to understand their goals, pain points, and how they currently communicate before tailoring PR recommendations. It’s only then that they begin to see how PR can unlock long-term opportunities.

Along the way, I also remind them that PR isn’t a quick fix. It’s about building credibility, visibility, and trust over time. That mindset shift is crucial if we’re going to work together effectively.

Of course, even when they are excited about the ideas I present to them, one common challenge remains – budget. That’s where I have to be strategic and show how PR works in the long term, which complements and sometimes outperforms tactical efforts. Whether they but them, that’s a different story!

On a more positive note, when prospects come in through referrals, especially from former clients, they tend to be more open and ready. The real challenge then becomes selecting which ideas are the most viable and impactful for their current stage of growth.

As for the first step, I encourage them to start with strategic communications, not tactics. Many businesses jump straight into things like press releases or media outreach, but without clear messaging, it rarely sticks. Getting the high-level narrative right, for instance, what you want to be known for, why you matter, and what makes you different, is the first and most important step. Once that’s in place, the storytelling becomes much easier, more consistent, and far more effective.