How PR differs from advertising
With advertising you buy exposure and control the message. With PR you have to earn attention: a publication, Telegram channel or blogger runs your story because their audience will find it useful or interesting. That is why PR tends to be trusted more. People read an ad as the seller talking and an article as an outside view.
There is a trade-off. Results cannot be guaranteed, and you do not fully control the text, since a journalist may choose a different angle. PR does not replace Meta or Google ads. It works alongside them and makes them more convincing.
PR for business in Uzbekistan: what it gives you
The benefits add up over time, and not all of them are visible at once.
- Trust: a mention in an independent source persuades more than your own website.
- Recognition: when your name appears in several places, it is easier to remember.
- SEO: links and mentions on authoritative sites support your search visibility.
- AI assistants: they draw company information from open sources, and published coverage is part of that pool.
- Sales: a customer who has already heard of you finds it easier to get in touch or buy.
What journalists actually want
"We are the best" is not news. A good news hook matters to the reader of the publication, not just to you. A simple test: can an outsider retell it in one sentence?
For example, an online store could share what it sees in demand before holidays in Tashkent versus the regions, or a delivery service could describe how customers have moved to paying through Click and Payme. The data must be real and anonymised.
- A new branch, product or service, or expansion into another city
- Your own research: a customer survey or demand analysis
- An expert comment on a current industry topic
- A founder or customer story with an unusual twist
- A social project or community support
Working with journalists and writing a press release
Journalists work to tight deadlines, so they value sources who reply fast and stick to the point. Decide in advance who your expert is, and make sure that person can comment on the same day.
A press release should be short: a headline, the main news in the first paragraph, supporting details, a quote and contacts. A mass mailing with no preparation rarely works. A personal note to a reporter who already covers your topic does much better.
- Read what the publication and the specific author write about
- Pitch something relevant to that audience
- Give facts and figures you can back up
- Do not ask to approve the whole text
- Leave the contact of someone who will actually answer
Telegram channels, bloggers and local media
Telegram is one of the main news sources in Uzbekistan, so PR channels go beyond business media. They include industry publications, city news sites and Telegram channels. Some charge for placement, others publish interesting material for free. Paid placement is honest advertising and should not be passed off as PR.
Choose a channel by who reads it, not by its reach. A small niche channel with your exact audience often beats a large one with random readers.
When the coverage is negative
Sooner or later every business meets criticism. Respond quickly, calmly and honestly: acknowledge the problem and explain what you are doing to fix it. Silence or arguing with the author usually makes a crisis worse. Agree beforehand who speaks on behalf of the company, so you are not searching for a spokesperson at the worst moment.
How to measure PR and where to start
PR shapes reputation gradually, so judge it over a longer period. Track the number and quality of publications, their tone, visits to your site from articles and the growth of branded searches.
Start with a list of outlets and channels your audience reads, plus the topics where you can speak as an expert. Prepare a short company and spokesperson profile, then offer a first comment or story. If you want PR to fit into a wider marketing strategy alongside advertising and analytics, the markdev team can talk through your goals and priorities.
- Number and quality of publications
- Tone of the coverage
- Site visits from articles
- Growth in branded searches
FAQ
Can I do PR with no budget at all?
Yes, if you have something worth telling and a spokesperson ready to talk. The cost is staff time and preparation of materials such as a company profile, data and photos, not payment for placement.
How is PR different from ads in Telegram channels?
With ads you pay for placement and control the text. With PR the story runs because the audience will care about it. A paid post is better treated as advertising.
How soon will PR show results?
Usually not immediately. Reputation and recognition grow gradually, so results are judged over a longer period through publications, site visits and branded searches.
What if a journalist does not reply?
Check that the topic fits the outlet, then rewrite your pitch to be shorter and more specific. One polite follow-up is fine, repeated calls usually hurt.
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