Public Relations (PR) forms part of the marketing mix. It’s considered ‘earned media’, rather than advertising or ‘paid for media’. One of the challenges marketers face is getting publicity to a large audience – and this is where Public Relations fits in:
The primary objective is to create a positive public image for your brand – to inform, persuade, educate and remind – to build brand awareness. And, of course, to do this across multiple media platforms (print, online, social, broadcast) – far greater reach than an advertising budget will take you. Keep your advertising budget though – as publicity opportunities need to be supported with cash – whether it is sampling, events, sponsorships or exploring prospects with the media. The key to a successful PR campaign is talking to the media. Correctly implemented, good PR has a greater impact on the consumer as it is credible, relevant, authentic and reliable.
Before embarking on a PR campaign, consider the following:
Is your product widely available – in stores or online?
Do you have the necessary operational and sales support?
Who will drive the marketing efforts within your organisation?
Do you have access to high resolution images and content – or will this need to be acquired?
What is the main objective of your campaign?
Build or grow the brand, increase visibility, brand recognition?
What is your budget?
Remember, PR shares your story – it builds brands – if you’re looking for a quick fix to sell your products – then PR isn’t for you.
Why do you need publicity?
To boost your business through educating your customer / consumer / target audience.
Build a positive reputation.
Enhance your digital footprint.
Stand out from the crowd.
Support and validate your marketing and advertising efforts.
Inform, educate, share and engage with your target market.
Achieve frequency and reach with wide exposure.
Generate opportunities.
Be in as many places as possible, as often as possible (with the correct message of course).
“GreenQueen Communications specialises in consumer PR, which means we focus mainly on consumer brands, products and people; as opposed to services,” explains Jodi Lynn Karpes, Founder of GreenQueen. “Our goal is to get our clients as much media coverage as we can, across all platforms by engaging with the media. We firmly believe that experiential marketing is key to a successful campaign.”
What is Brand PR?
