If you need to tell your brand’s story in a way that will resonate with your target audience and get positive publicity for your business, look no further than PR media. PR, or public relations, is the process of managing the spread of information between a company and the public. This can be done through PR releases, social media, and other forms of communication. By using PR media, you can create a positive image for your business and reach new customers.
In this blog post, we will discuss the basics of PR media and how you can use it to benefit your business.
What is a PR Campaign?
A PR campaign is a strategic plan and series of activities to build relationships with the media and other influential people in order to create a positive image for your business. It involves creating content, such as press releases and social media posts that will tell your brand’s story in a favourable way.
Businesses usually turn to professionals for help with their PR campaigns. These professionals, such as publicists and marketing consultants, have the knowledge and experience to create a campaign that will be successful.
Why are PR campaigns needed?
The purpose of a PR campaign is always specific to the business. However, there are some general reasons why businesses may need a PR campaign.
For example, you may need a PR campaign if:
You are launching a new product or service and want to create buzz around it.
You have had some negative publicity and want to improve your image.
You want to increase awareness of your brand in general.
PR campaigns can be very beneficial for businesses. They can help you reach new customers, build relationships with the media, and improve your overall image.
That being said, is there a difference between branding, marketing and PR? Let’s take a look!
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Branding vs Marketing vs PR
While branding, marketing, and PR are all important for businesses; they are not the same thing.
Branding is the process of creating a name, image, and identity for your business. This is what will make you unique and distinguish you from your competitors.
Marketing is the process of promoting your brand and getting customers interested in what you have to offer. This can be done through advertising, sales, deals, etc.
PR is the process of managing the spread of information about your business to the public. This includes activities such as writing press releases and social media posts.
All three of these concepts are important for businesses. However, they are different and should be used in different ways.
Let’s consider an example to understand this better.
Suppose you are a small business that makes and sells custom-made furniture. Your branding would be the name of your business, the image you want to project (e.g. high-quality, luxury), and the identity (e.g. eco-friendly, modern). Your marketing would involve advertising your products in magazines and online, setting up a website, and giving out free samples. And finally, your PR would include writing press releases about how your furniture is made from sustainable materials or how you support local artists.
Similarly, let’s say that you are a restaurant. Your branding would be the name of your restaurant, the image you want to project (e.g. trendy, upscale), and the identity (e.g. Italian, vegan). Your marketing would involve advertising in newspapers and online, setting up a website with menus and prices, and giving out free samples or coupons. Finally, your PR would include writing press releases about new menu items or seasonal specials.
As you can see, each concept is important for businesses but should be used in different ways depending on what you are trying to achieve.
Now that we have a basic understanding of PR media, let’s take a closer look at how you can use it to benefit your business!
What PR can help your brand achieve
1. Develop Brand Identity
One of the main goals of PR is to create a positive image for your brand. This involves developing a strong, recognisable identity that the public will remember. PR can help you achieve this goal by creating content that tells your brand’s story in an interesting and engaging way.
When people see your logo or hear about your company, they will immediately associate it with the positive image you have created through PR. This can lead to more customers and increased sales.
2. Build Consumer Interest
PR can also help you build interest among potential customers. By creating relevant and interesting content, you can reach new people and get them interested in your product or service. For example, if you are launching a new product, you can create a social media campaign that will introduce people to it.
You can also use PR to keep your current customers up-to-date on what’s going on with your business. It will help them feel more connected to your brand and make them more likely to remain loyal customers. If you can get potential customers interested in your brand, they are more likely to purchase your products or use your services. This can lead to increased sales and profitability for your business.
3. Drive Greater Valuations
If you are looking to sell your business or go public, a strong PR campaign can help increase its value. A good PR strategy can make your company look more appealing to potential buyers or investors. It can also help improve your image and demonstrate that you are a successful, well-run business.
For example, let’s say you are a small business owner who is looking to sell your company. If you have been able to create a positive image for your brand through PR, potential buyers will see your business in a more favourable light. This could lead to a higher sale price and greater profits for you.
4. Control crisis situations
No business is immune to crises. However, if you have a strong PR campaign in place, you will be better prepared to deal with them. A good PR strategy can help you control the narrative surrounding a crisis and minimise its damage to your brand.
For example, let’s say your company has been involved in a scandal. If you have a good PR team in place, they will be able to craft a response that is sympathetic and believable. This will help people feel more forgiving towards your company and may even lead to some positive publicity. A well-executed PR campaign can be very helpful during times of crisis. It can help you maintain control over the situation and prevent further damage to your brand.
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Tips to incorporate social media PR into your strategy
Now that we have a general understanding of PR media, let’s look at how you can use social media to enhance your campaign.
Here are a few tips to get you started:
1. Facebook
Leverage the capabilities of Facebook like groups, mentions, call to action (CTA) buttons, and more to get your story out there. Try creating a group for people who are interested in what you do or mentioning key media outlets in your posts to increase the chances of them picking it up.
You can also use Facebook’s CTA buttons to encourage people to visit your website or learn more about your product. Using these features effectively can reach a larger audience and generate more interest in what you do.
2. Twitter
Twitter is a great platform for sharing rapid-fire updates about your company. Make sure to use hashtags and tag relevant users to help increase the visibility of your content. You can also try running Twitter ads to reach a wider audience.
When used correctly, Twitter can be a powerful tool for promoting your business.
3. LinkedIn
LinkedIn is a great platform for sharing longer-form content, such as blog posts or whitepapers. You can also use it to build relationships with key media outlets and journalists. By using LinkedIn effectively, you can reach a larger audience and generate more leads for your business.
4. Instagram
Instagram is a great platform for sharing visual content. Try using creative images and videos to capture the attention of your audience. Additionally, Instagram is great for promoting events, showcasing worthy causes, or running contests. You can keep your audiences engaged by using this platform effectively.
Some of the Best PR Campaigns
Carlsberg: Adopt-a-Keg
The bars were closed and away from people’s radar during the lockdown due to the covid-19 pandemic. Carlsberg used this as an opportunity to launch the Adopt-a-Keg campaign wherein customers could use their smartphones to scan Carlsberg products bought in-store which would fill a virtual keg. After scanning four cans, customers would earn ‘credits’ through which they can redeem two free beers in a bar or at a restaurant once the lockdown is removed. This campaign created a long-lasting impression as it was not just a one-time gimmick.
KFC: It’s Good
KFC’s famous tagline “It’s Finger-Lickin’ good” didn’t really translate well during the health-focused era of the pandemic. With that in mind, KFC decided to temporarily get rid of the ‘Finger-Lickin’ part to keep up with the times. This served as a fun way to promote hygiene without being so serious.
Gillette: The Best Men Can Be
Keeping with the theme of mental health awareness, Gillette’s PR campaign series defined what it means to be a man. The short YouTube film depicts men in a variety of comical and serious situations that debunks common sayings, including “All men are alike” and “Boys will be boys”. The video’s core message showcased that men today create the men of tomorrow and help society make positive changes.
The Bottom Line
PR can be a powerful tool for businesses of all sizes. By using PR media, you can reach new customers, build relationships with the media, and improve your overall image. By understanding the basics, you can create a campaign that will help you reach new customers and increase sales. If you are not using PR media to benefit your business, now is the time to start!
If you’re looking to improve your image and reach new customers, consider PR media. Reach out to us at Litmus Branding and contact our experts today!