“When should we use PR?” This is such a fundamental and important question – which our clients ask us regularly – that I wanted to talk to you about it in this podcast.
First, your business is ready to use PR when:
- You have a story to tell.
- Your plan is ready.
- Your products or services will be available whenever an influencer or journalist chooses to talk about you.
So, it’s essential that you understand:
- PR is not the same thing as advertising.
- PR tells your story and makes you shine.
- Time is a key factor.
After talking with my partner David, who you can also hear in episodes 10 and 85 of our NATA PR SCHOOL podcast, about what the brands and clients we’re most successful with in our public relations campaigns have in common, we’ve reached the following conclusion:
- These brands have incorporated public relations into their marketing plan.
- They’ve been using PR strategies regularly, and for a long time.
- They know the impact is more long-term than short-term.
- They use PR to build their brand, promote it, and make it attractive to their current and potential consumers.
- They know that PR is the best tool to help them stand out from the competition.
We’ve had a lot of success with brands that know how to use trends to get talked about. For example, many of them launch new products or new collections using new or renewable materials.
However, it’s good to know that we don’t recommend using public relations in the following cases:
- The launched product isn’t on the shelves yet, and it’s hard to pinpoint a date when it will be available.
- The product or service isn’t online or has no online point of sale.
- The business believes that public relations are going to mean immediate sales.
The clients we’ve had the most success with all have many answers to the first question in our model.
Why would anyone talk about you or your products?
- New product
- New ingredient
- Trends (local, vegan, good cause, etc.)
Generally, our successful clients also know how to combine public relations with their social media. They post references and articles to their Instagram, Facebook and LinkedIn accounts.
The most successful brands aren’t afraid to put themselves out front and they understand the impact of their ambassadors or the celebrities who use their products.
So – are you ready for PR?
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
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