Do vegan businesses and campaigners still need PR in a social-first world?

When you hear the words public relations (PR), what do you think of? 

For many of us, PR conjures images of news desks, big brands controlling the narrative, or celebrities clawing for damage control after a scandal. It can feel slick, corporate, expensive, and far removed from the grassroots world of animal advocacy or independent vegan businesses.

But PR, at its best, could help your grassroots organisation more than you realise. 

Done right, PR isn’t about spin; it’s about storytelling, building trust, and making sure the right people hear what you have to say. 

However, in a world where social media gives us all a megaphone, do small businesses, campaigners, and activists still need PR agencies at all, or can we go it alone?

What PR means

The Oxford Dictionary defines public relations as “the business of giving the public information about a particular organisation or person in order to create a good impression”.

PR isn’t a single tactic to capture public attention. Different approaches work for different organisations and audiences. 

More than anything, PR is a mindset: it asks, how do we want people to see us, and what stories will help them connect with our values? 

That shift in thinking matters because PR isn’t just about visibility, it’s about building lasting trust. The goal isn’t only to be noticed, but to create a narrative that people believe in and want to share.

For a small vegan café, this might mean securing a feature in the local paper that introduces the café not just as another business, but as part of the town’s growing sustainable food culture. For a sanctuary, it could be an interview on the radio about the rescue of an individual animal, helping listeners see them as someone rather than something. For a campaigner, it might mean placing an opinion piece in a national newspaper that reframes activism as an urgent call for compassion rather than a disruption.

PR gives your message weight because it comes through voices and platforms people already trust. In that sense, PR is less about promotion and more about shaping how people understand, trust, and believe in what you do.

How PR has changed in the social media era

Not so long ago, PR was almost entirely in the hands of gatekeepers. Journalists, editors, and producers decided what counted as “newsworthy”. If they didn’t pick up your press release, your story simply didn’t get told.

That’s still true in traditional media today, but social media has blown the doors wide open. 

Suddenly, you don’t have to wait for a journalist to call you back; you can tell your story yourself, straight to thousands (sometimes millions) of people. 

Activists livestream rescues, coordinated hashtag campaigns put pressure on corporations, and small vegan brands have built loyal customer bases through nothing more than Instagram posts and TikTok videos.

Of course, with opportunity comes challenge. Social media is crowded and fast-moving. Posts have a short shelf life, algorithms can change overnight, and what goes viral on Monday can vanish by Tuesday.

And then there’s the darker side: trolls, misinformation, and the risk of being misunderstood or deliberately misrepresented.

That’s why traditional PR skills still matter. Clear messaging, media training, and relationship-building give you the tools to stay steady in the noise, making sure your message isn’t drowned out or twisted along the way.

In other words, social media has changed the rules, but it hasn’t replaced the need for careful communication, and that’s where PR still earns its place.

Why PR still matters

The rise of Instagram Reels and TikTok trends hasn’t made PR obsolete; if anything, it’s pushed it to evolve. Social media can spread your message fast, but PR gives it shape, context, and staying power.

Take reach, for example. If you run a vegan food business, chances are most of your followers are already plant-based. That’s wonderful for community, but what about reaching flexitarians who read The Guardian food section, or parents listening to Radio 4? PR helps you step outside your immediate circle.

Then there’s the question of framing. Think of campaigns against factory farming. Without skilled PR, media coverage might focus only on how activists are “disrupting” life for local people rather than addressing the suffering of farmed animals. A clear strategy helps shift the spotlight back where it belongs.

PR also matters in moments of crisis. Activism and ethical business often attract pushback for going against the status quo. If a negative review goes viral or a campaign gets attacked by critics, professional PR support can help you respond quickly and calmly, without losing sight of your values.

And finally, credibility. People are increasingly sceptical of advertising, but they still tend to trust independent coverage. A feature about your sanctuary’s rescue work in a respected outlet has far more weight than any Facebook ad saying the same thing.

Social media is powerful but unpredictable

PR and social media aren’t rivals; they’re two parts of the same toolbox. 

For many vegan businesses and campaigners, social media is the tool we reach for first. It’s accessible, low-cost, and lets you build direct relationships without waiting for a journalist to decide your story is worth covering. Sometimes, a single Instagram reel or TikTok video can increase visibility more than weeks of conventional outreach.

However, there are costs associated with immediacy. 

Constantly shifting algorithms decide who sees your content, trends can change quickly, and one misinterpreted comment can have far-reaching consequences. Social media discussions are quick, chaotic, and often influenced by the loudest voices rather than the most accurate ones, in contrast to a well-written piece in a trusted publication.

PR is still important because of this. While social media fosters community and authenticity, PR offers structure, credibility, and access to audiences you can’t always reach on your own. They work together to give you a voice and ensure it is heard.

Example 1: A sanctuary rescue

Let’s imagine how this might work in practice. 

Picture a small sanctuary in the UK that takes in hens from battery cages. The team already shares plenty of photos and short videos on Instagram, where most of their followers are vegan. But for their next rescue, they want to reach a bit further to people who may not know much about egg production but still care about animal stories when they hear them.

So, what do they do? First, they write a short press release in plain, human language: how many hens they’ll be bringing home, the kind of conditions the birds have been living in, and why it matters to give them another chance. They drop in a quote from the founder and one from a volunteer, to make the story feel personal and real.

Next, they send it out to local papers, regional radio, and journalists who cover food and farming. They also flag it to podcasts that focus on sustainability and ethical living. On the day of the rescue, they still livestream to their own audience, but this time they’ve also invited a local reporter to come along and film the hens arriving. That outside perspective adds weight.

Afterwards, they follow up with photos, short clips, and the story of one hen in particular, giving her a name and letting people see her as an individual.

The difference? Their Instagram still engages loyal vegan supporters, but PR opens the door to others. Local papers run the story, a sustainability podcast covers it, and suddenly the rescue is being shared well beyond their usual circle.

Example 2: A café launch

The same mix of social media and PR applies to small businesses, too.

Take a vegan café opening in a busy town centre. The owners are already posting behind-the-scenes updates on Instagram (recipe testing, latte art, even a sneak peek at the décor coming together). Their existing followers are excited, but most of them are already vegan. The bigger goal is to tempt people who might never have thought of stepping into a plant-based café before.

To launch, they pull together a press release for local media. Instead of just “new café opens”, they highlight what makes them stand out (maybe that they buy from local farms, or that they’re setting up the space as a hub for community events). They also pitch a couple of human-interest angles, like the founders’ personal journey to veganism or how the café adds to the town’s sustainable food culture.

They don’t stop at the press, either. They invite local food bloggers, Instagrammers, and journalists to a soft launch, encouraging honest reviews, photos, and that all-important word of mouth. 

Once the café is up and running, they keep looking for stories that are newsworthy: a Veganuary event, a fundraiser for a nearby sanctuary, or a seasonal menu with a fresh twist.

The result? The café doesn’t just blend into the high street. It’s featured in the local paper’s weekend section, pops up on a regional radio food programme, and earns glowing reviews from food bloggers. People who’d never type “vegan café” into Google are suddenly curious to give it a try.

The distinct types of PR

Before deciding whether to bring in a PR agency or freelancer, it helps to know what kind of support you might need. Broadly speaking, PR falls into three main categories:

Traditional PR

This is the classic version most of us picture: press releases to newspapers, interviews on the radio, features in magazines, and appearances on TV. Traditional PR can still be powerful when you want credibility and reach beyond your existing audience. A mention in a respected outlet often carries weight that social media alone can’t match.

Digital PR

Digital PR is all about visibility online. It could mean securing features in online publications, collaborating with bloggers or influencers, or running creative campaigns designed to spread across social media. For small vegan businesses, this often blends naturally with marketing (think guest posts, partnerships, or shareable content that draws people back to your website).

Crisis PR

No one likes to imagine it, but things do go wrong. A campaign might spark backlash, your business could receive unexpected negative reviews, or misinformation might spread quickly. Crisis PR is about being clear, honest, and quick to respond, protecting your reputation while staying true to your values. Even the smallest business benefits from knowing the basics of crisis management – it’s one of those tools you hope you’ll never need but are glad to have!

Once you know which type of PR support might suit your needs, the next question is usually the practical one: how much will it cost?

How much does PR cost?

PR does have a reputation for being expensive – and it can be – but there are different ways to access support depending on your needs and budget. Broadly speaking, you’ll come across:

• Agencies. Many UK agencies charge between £2,000–£5,000 per month on retainer, with bigger names charging more. Bark.com suggests figures can start from £1,000 per month, but some agencies we looked at while researching this article charge that much per day. This level of investment usually makes sense for larger campaigns or ongoing national work.
• Freelancers or consultants. A more flexible option, often charged at around £50–£85 per hour, £300-£460 per day, or £500–£1,500 per project. Some ask for a minimum number of hours each month (for example, 10 hours) so they can give consistent attention to your work.
• One-off projects. If you only need PR around a specific launch, event, or training, costs can range from £1,000–£10,000 depending on scope.
• DIY PR. Free apart from your time spent on building journalist lists, writing press releases, and pitching. Many small organisations start here and then bring in professional support when it really matters.

Exact costs vary depending on things like the size of your project, who you’re trying to reach, the experience and reputation of the PR professional, and whether you’re working with them hourly, on retainer, or per project.

In reality, many vegan businesses and advocacy groups end up taking a hybrid approach, using social media and DIY PR most of the time, but bringing in professional help at key moments. This way, you get the benefits of both without stretching your budget too thin.

PR agencies in the animal freedom space

One of the most encouraging developments is that you don’t need to spend time explaining your values to every PR partner – many now focus on ethical, vegan, and animal-freedom causes.

Here are a few stand-out agencies and consultants known for their thoughtful and values-centred approach:

• Eden Green PR (UK): A vegan-founded agency that works closely with plant-based and eco-conscious brands, from challenger food startups to mission-driven nonprofits. They’re praised for being “fun, friendly and creative”, and for turning niche ideas into national (or even mainstream) media stories.
• Companion Consultancy (UK): A boutique firm with veterinary and animal welfare expertise. Their approach tends to feel grounded, credible, and authentic.
• Paws PR (US): Founded by former NBC News producer and ASPCA communications lead Patricia Jones, they bring sharp media instincts to advocacy, especially for campaigns with global reach.
• Orange Orchard PR (US): Focused on narrative-driven PR for welfare organisations, their strength lies in building trust and clarity around complex or emotive issues.
• Campaigns Lab (UK): Less a press agency and more a strategic hub, they help activist organisations design communications that don’t just make noise but move people to act.
• Smoking Gun PR (UK): An award-winning agency that combines emotional storytelling with measurable outcomes, supporting causes like rescue and adoption through authentic, impactful campaigns.

This list isn’t exhaustive – search “vegan PR agencies” and you’ll surface more potential values-aligned partners. 

Of course, if any agency works with agribusinesses in ways that conflict with your mission, or if their broader client list raises concerns, it’s perfectly reasonable to pause and dig a little deeper before contacting them. It’s also acceptable to ask a PR agency about their past and present projects.

Do you really need a PR agency?

This is often the big question for small businesses and campaigners: is professional PR worth it, or can you manage without? The honest answer is that it depends on your goals and circumstances.

If you’re launching a national vegan product, for example, PR support could help you reach far beyond your Instagram followers and into mainstream food and lifestyle media. If you’re running a local sanctuary, you might find that cultivating relationships with nearby journalists – while leaning into your own social media – is the most effective and affordable choice. And if you’re planning a bold action or expect pushback, professional PR can make sure your message is heard clearly and not drowned out by critics.

Sometimes, the most powerful PR really is you telling your own story with passion. Other times, bringing in professional support gives you the reach and resilience you need. Both approaches are valid; the key is knowing which will serve you best at the stage you’re at.

Tips if you’re going it alone

If now isn’t the right time to bring in professional support, that doesn’t mean you can’t manage your own PR effectively. With a bit of consistency and confidence, you can do a lot on your own. Here are a few things that make a real difference:

• Write a strong press release. Keep it short, factual, and easy to understand. A clear headline, a couple of key details, and a good quote are often all you need to spark interest.
• Build relationships, not just lists. Journalists get hundreds of emails a day. A personal connection (even just showing that you’ve read their work) goes much further than a generic pitch.
• Look to niche media. Don’t underestimate the power of podcasts, blogs, or community radio. They often reach highly engaged audiences and can give you more space to tell your story.
• Stay consistent. One-off bursts of activity are less effective than steady, authentic communication. Regular updates, even small ones, help to build trust over time.
• Seek training. A little preparation can go a long way. Some activist networks and advocacy groups offer free or low-cost media training. If you’re part of the Vegan Business Tribe’s paid membership, we believe you can access an online PR course called “Vegans in the limelight” by a PR expert called Katrina Fox.

Telling our stories well

PR isn’t about gloss or spin. It’s about making sure your story is told and told well. 

For vegan businesses and activists, it’s not a luxury; it’s a tool that, when used carefully, can help you reach new audiences, build trust, and protect your mission when challenges arise.

Social media gives us incredible opportunities to speak directly to people. PR adds the strategy, credibility, and staying power that help those messages travel further and stick. Together, they make sure the voices of our fellow animals are heard clearly, widely, and with the urgency they deserve.