Beyond Renfrewshire: how PR turns regional businesses into national contenders

Leading media relations agency reveals their top tips for building national recognition

As the Scottish economy continues to strengthen and more people choose to relocate to Scotland, the local business market is thriving, bringing new energy to high streets filled with exciting ventures.

Yet even the most innovative businesses often find it challenging to break beyond their postcode and achieve national recognition, opting for a quick fix strategy targeting national headlines to gain attention across the country.

But this isn’t always the best way. With over 20 years of industry experience, leading media relations agency, Holyrood PR, have witnessed the power of harnessing local and regional media time and time again.

For regional businesses ready to grow beyond their postcode, the journey to national success often starts right on their doorstep. That’s why our experts are breaking down the top ways to turn regional recognition into national exposure, using proven PR strategies that deliver lasting impact.

Starting local to go national

1. Engage with your local community 

With national publications offering Scotland-wide exposure and a huge number of potential readers, most businesses see landing coverage in Scotland-wide outlets and are often seen as the best way to achieve business growth.

However, this isn’t always the case. In fact, the strongest national campaigns often begin with local wins. Whilst national headlines offer a quick visibility boost, they are one-off hits and can often be easily forgotten by readers.

Local and regional outlets, on the other hand, offer something that national media can’t: a trusted audience of engaged readers who are invested in their community and more likely to remember—and act on—stories that resonate with their local context.

Local and regional outlets are often more trusted by readers. By actively engaging with the community your business is rooted in—and sharing meaningful stories about how you contribute locally—you build a strong, positive relationship with readers who see your brand as both authentic and relevant. This translates into measurable business success as trust drives customer loyalty, increases word-of-mouth referrals, and makes media coverage more likely to convert into real engagement and sales.

2. Keep Building regional wins

Whilst it may seem minor in the grand scheme of a national expansion strategy, securing a positive relationship in the local community your business started in is the first step in generating national growth.

When expanding into new areas of Scotland it is best to continue to opt for this targeted regional approach, building positive relationships in each community you launch into as you grow and ensuring that each launch leads to tangible business wins in the local area.

Over time this starts to create a national reputation. Big headlines rarely come from big leaps—they’re built on the back of consistent, incremental wins. In media relations, it’s often the accumulation of these “1% gains” that sets brands apart. Securing a story in local papers across the country as you grow, getting quoted in a regional business publication, or being featured on local podcasts might seem small in isolation. But together, these moments form a credible, visible narrative that national journalists—and customers—start to notice.

With over 2 decades of experience in the media relations industry, we have witnessed countless examples of how regional strategies can produce national growth.

One key example of regional PR in action is the work we did with Indigo Sun during their UK-wide expansion. By treating each local store launch as a unique media opportunity, we targeted regional outlets in every area they entered, building trust within each community. This consistent local engagement not only strengthened their brand presence but also translated into measurable business growth and a highly successful national rollout.

These individual regional wins gradually built national awareness, as more people across the country became familiar with the brand. That cumulative recognition played a key role in supporting Indigo Sun’s UK expansion goals—proving that local PR success can lay the foundation for national growth.

3. From Familiar Faces to National Names

As more regions begin to recognise your brand through consistent local presence, familiarity builds—and familiarity breeds trust. It’s this steady drumbeat of visibility that lays the groundwork for national attention. Journalists, influencers, and even potential partners start to see your name in multiple places, across different contexts, and begin to take notice.

In this way, regional PR isn’t a stepping stone—it’s the strategy. The goal isn’t to land one splashy national headline and hope it sticks. It’s to build a reputation that’s too strong to ignore, backed by real stories, community presence, and a growing track record of relevance.

Be a voice for change 

Another powerful route to achieving your expansion goals isn’t through pushing harder for national headlines—it’s by becoming a respected leader in your community and your sector.

Thought leadership means consistently offering insights, opinions, or advice that shapes how others in your industry or region think. It’s not just about being visible, it’s about being valued for what you know.

When your business leaders are quoted in industry features, invited to speak at local events, or contribute critical ideas to a sector or region-specific issues, it elevates your brand beyond products or services. It signals that you’re an authority, someone worth listening to.

This approach builds two crucial types of capital:

• Credibility – Journalists, customers, and peers start to see your business as a reliable expert.
• Trust – Being visible on key issues shows you’re not just promoting your brand; you’re contributing to the bigger picture.

In Scotland, where community still holds weight and word-of-mouth matters, being a voice that advocates for local causes, shares expert commentary, or champions innovation can go a long way in building recognition, and loyalty.

Whether it’s offering insights into changing consumer habits, championing sustainability in your sector, or simply sharing lessons learned from growth, thought leadership ensures your voice is part of the conversation before the media even comes calling.

And once you’re seen as a go-to expert in your region, national recognition becomes the natural next step—not a forced leap.

Conclusion 

Building a nationally recognised business is no easy task but it doesn’t have to require a viral moment or a big-city budget. With the help of a strategic public relations agency, you can harness the power of your local community and turn this into national business wins.

By engaging with the local communities you work in and building positive regional relationships, sharing stories with trusted local media outlets and positioning yourself as a leader in your sector, you create a foundation that’s both credible and scalable. 

Each item of regional coverage adds to the bigger picture, and as local trust accumulates, it compounds into national business wins, helping your brand gain recognition, build credibility, and open doors to growth opportunities across the UK.

In a competitive and ever-changing business landscape, consistent, strategic PR rooted in local relevance can be your most powerful tool. With the help of the right PR agency your business can shift from being a local favourite to a national name.