The Caribbean Business Development Secret

Most people think of PR as publicity. A press release here, a media mention there. But as a Caribbean business advisor and communications consultant in Barbados, I see PR as the secret sauce in business development.

Let’s be honest: markets don’t open because a balance sheet says so. Investors don’t buy in because of a spreadsheet alone. Customers don’t stay loyal because of the product by itself. They do it because they trust what they see, hear, and feel about a business. That’s perception. That’s reputation. That’s PR.

I’ll give you a simple formula, I call it ‘The PR Growth Equation’: (Positioning + Visibility) x Consistency = Business Growth

And guess what you’ll find at the foundation of any good PR strategy? That’s right --> positioning and visibility.

PR and Business Development are really two sides of the same coin, but let’s break it down.

Every successful company has two things in common:

1. A clear strategy for where it wants to go.

2. A compelling story that convinces others to believe in that vision.

That second part — your story — is where PR lives. And it’s also where business growth begins.

The Coca-Cola Lesson in PR Strategy

Let’s take one of the world’s oldest, most iconic consumer brands: Coca-Cola. Coca-Cola didn’t become the most recognized brand in the world just because of taste or pricing. Their story — “happiness,” “sharing,” “togetherness” — transcended borders. PR and marketing made Coca-Cola culturally relevant everywhere, even as the product itself adapted to survive in new markets.

During World War I, they famously began positioning themselves to U.S. soldiers abroad as “a taste of home.” This was PR genius — linking Coke with patriotism, comfort, and identity.

Later, as they scaled out globally over the years, they adapted the product to meet cultural norms, whether it was switching from high-fructose corn syrup to Stevia and other sweeteners; or making smaller bottles to fit vending machines in Japan. Pricing also adapted to local economies, and in cases of crisis when they didn’t have access to Coke syrup, they even expanded their portfolio with other products. But one thing remained the same, no matter the year, or the market: their positioning... their brand story.

In fact, many business people often joke and say that Coke is in the business of selling happiness, not beverages.

That strong positioning + visibility over centuries created massive business growth for the brand both locally and globally, and PR was at the heart of it all.

It’s a lesson every business leader, from Atlanta to Kingston, should pay attention to.

Why Caribbean Businesses Must Rethink PR Strategy

In the Caribbean, too many business leaders treat PR as separate from growth. But as a PR strategist working across the region, I’ve seen how positioning and visibility directly drive development. I see it especially in B2C industries, where they opt to prioritize sales and operations. This approach worked for a while because we were operating in a small market. But that era is gone. Whether it’s a retailer competing with Amazon, or a bank facing fintech disruption, Caribbean businesses are being forced into a global game.

In strategic planning and management retreats, leaders are feeling the pressure: How do we attract consumers? And more importantly, how do we retain them? The answer isn't heavy advertising and '10% off' holiday sales. No, I come to offer you something much more creative, and strategic; something that will stretch your dollars beyond highway billboards and newspaper ads: the 'PR Growth Equation' I mentioned previously.

And this isn't merely theoretical, I've seen this challenge firsthand. My view on public relations has been influenced by 13+ years of working closely with CEOs, Ministers, Boards of Directors, and more. They all have similar goals, but the ones who succeed take the time to understand that having a strong PR strategy means: new markets open faster, partnerships become easier and growth becomes inevitable, not forced.

A good PR strategy makes investors, stakeholders and your customers happy. And who doesn’t want to be a part of a movement that’s succeeding in both perception and reality?

Now of course, PR can’t stand alone. You still have to have a solid product, a price that matches perceived value, and overall sound business practices. But when you have those locked in, and you’re wondering: how do I get to that Coca-Cola level of phenomenon? Remember, you have the secret formula.

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Aprille Thomas is a Caribbean Business Advisor and Global PR Strategist, and the founder of Thomas.A Public Relations. She helps executives, boards, and brands sharpen positioning, build visibility, and turn reputation into revenue.

About her company:

At Thomas.A Public Relations, we wake up every day and use sound, proven PR strategy to help businesses grow. If you’re ready to align your positioning, build visibility, and stay consistent, we’re ready to help you grow. Because in the end, (Positioning + Visibility) × Consistency really does equal Business Growth. Reach out at info@thomasapr.com or visit www.thomasapr.com.