Newsroom

12 August 2025

SMEs have an advantage that large corporations envy: they are close to their communities. Accessible, human, and rooted in their territory, they naturally inspire trust. This authenticity is a valuable asset in public relations. When leveraged effectively, it can create real connections with clients, partners, and even decision-makers, building a strong reputation that opens doors.

The challenge: turning this closeness into a strategy

Being close to your community is not enough. That relationship must also be reflected in your communications.

This is where many SMEs miss opportunities to stand out.

At Boléro, we often see three common mistakes that limit their impact.

1. Relying too much on advertising and not enough on content

Advertising can make your name known… but it doesn’t tell your story. Content shows who you are, what you stand for, and why people should trust you. Blog posts, videos, newsletters, social media posts—these are the formats that nurture long-term relationships.

2. Not appointing a spokesperson

Without a clear voice, your organization remains anonymous. A consistent, trained spokesperson becomes the face of your business. They embody your values, deliver your messages, and build a direct connection with your audience.

3. Improvising instead of planning

Communicating only when opportunities arise, without a strategy, leaves your image up to chance.

A clear plan—key messages, target audiences, timeline—lets you react quickly while staying aligned with your objectives.

In summary

Your closeness and authenticity are unmatched assets. By avoiding these three mistakes and structuring your communications, you can turn this natural strength into a strategic lever. And in a market where trust is the most valuable currency, it’s an advantage no one can take away from you.