The story of your business needs to be told and PR is the way to do it. The influence of digital and social media is growing, it is a critical part of any public relations strategy, but there is still a need for good public relations. If you are a new brand just starting out this can be an important way to build brand awareness and establish trust and recognition in your product. There are many ways that PR can help promote your brand and we will cover them below, but there are a few things to look at first.
What do I need to consider?
Before you decide to create a PR campaign or choose a PR agency you need to be sure your brand or company is ready for this step. Is your brand message on point? Are you sure of your brand direction and you USP? You need to consider this before you take the leap for a PR agency.
Develop a Brand Identity
Public relations is a great way to generate a brand identity that is recognised by potential and current consumers. People trust brands that they recognise. You need to develop a brand identity that focuses on the key characteristics and USP of your brand. Your identity should answer the following questions;
- What is the product/service you are providing?
- What difference does it make?
- Why should you, as a consumer be interested?
The answers to these questions will shape your PR strategy and help you to create a customer profile of your target audience.
Build Consumer Interest
Public relations plays a key role in generating customer interest. It helps to raise awareness and drive current and potential customers to your brand. For new brands, it’s an important part of setting the narrative of their company ethos and creating a buzz around their product.
B2B and B2C brands can do this by creating relationships with journalists to create engagement in the media industry, whilst also harnessing social media and digital marketing to engage with and connect with potential customers and current customers directly.
Blogs can also play an important role. By creating a blog and using it to answer and solve customer queries with your brand it will act as a useful source of information. It’s also helpful to keep your customers up to date with your company news, potential brand ambassadors, new products and upcoming trends.
Grow Consumer Trust
PR can help to develop valuable customer relationships that will promote brand loyalty and engagement. Consumers want to do business with brands that they trust. By personalising your PR strategy to incorporate this you can engage directly with potential consumers.
Press in the media or your brand trending on social media is a way that a consumer will be able to see your brand as credible and trustworthy. Influencers on Instagram are one way that you can reach a wide audience whilst ensuring that consumers will connect with your brand on a personal level.
Consider the difference that your product is making, how it can transform the lives of current customers and how it can do the same for new customers. You are providing a service that will solve their problems and help them in their day to day life. You have to believe in this product and create PR that believes in it. By using a variety of brand ambassadors on social media you can create a wide reach of influence. Offer these ambassadors free products in return for promotional posts, stories & engagement. They will perform more work creating positive PR than you ever could dream of!
Drive Greater Valuations
By having a well-delivered PR campaign you can drive greater valuations with potential investors. Investors want to ensure they can get a return on investment and will place their money incredible brands. This is why it is so vital that brands show that they are current and engaging with their consumer base. They need to demonstrate the core values of their brand what the future will predict. Positive mentions in the press and a substantial social media following is a key factor in determining the success of your brand image.
You need to demonstrate that your brand has a strong track record and that your product is respected and popular among would-be consumers. This will all play a vital role in providing a great valuation.
Generate Investor Interest
Your PR will play a vital role in generating investor interest. Angel investors or would be investor firms will look for organic coverage in the media as part of their commitment to invest in your brand.
B2B and B2C companies can invest in their image by working with industry journalists and respected news sources. This will provide your brand with a portfolio of content to show any would be investors. This represents a commitment to long-term growth and investors will interpret it as a clear indication that your company is on the right track.
Written by Stuart Cooke, Digital Marketing Manager at MyBaggage.com an online luggage delivery service.