Most people do not understand the importance of PR. Some think this relies on print media, and its almost non-existent presence is not helpful in advertising and marketing. Two true powerhouses join us in PR, Sophie Muir and Carrington Brigham, unbundling everything you need to know about the evolving industry of PR. They will explain to us the importance of traditional PR methods bundled with newer marketing strategies used by PR companies today.
You should always be investing in PR. It is a great way to maintain brand awareness. Even if there are no new products to promote, a good PR agency can create creative ways to make a news hook. If you have new products, this is the most newsworthy situation.
If there are negative situations, it is crucial to put a statement to the suitable media based on what has happened—explaining the situation and bringing it back to the brand's key messages. But it is also essential to be mindful of what other PR you're doing at that time.
Most of the time, brands and organisations approach PR companies after they launch their products. That can be a challenge because they are not new anymore. PR companies have to dive deep to show what makes the product unique that differentiates them from others. PR is 90% strategy and 10% implementation.
Marketing research advertising has been favoured over PR over the years because it has a higher eyeball reach. A good PR company knows the right messages to deliver and the right tone and language to use to ensure substance.
Integration is key. It would be best to look at your advertising spend and PR, ensuring that all ties together regardless of your brand. One misconception is that most are unaware of the difference between publicity and advertising. Some want editorials to be changed, not knowing that they do not have control over what is being said by the journalists.
Some also think that print media is dead, especially with the magazines going under over the last few months. However, there is still a need for brands to hit people from different platforms.
Doing what others are not doing might prove to be helpful. Blended marketing, using traditional and digital media, is beneficial. Below-the-line or social media campaigns are proven to be more cost-effective since this is more targeted and more specific as to what the brand's intention is.
Choose media outlets that are going to speak to your target audience. Relevance is essential, or you will not deliver the message to the right market. It all works down to your target audience and how you will work out your editorial strategy for a client, whether on a social or traditional press.
Integrating across all platforms, broadcast, print, social media, and digital, is vital to hit consumers in every aspect of their life. For various platforms, the use of analytics of the talent upfront can be a sound basis, especially if you are dealing with a paid client.
Influencers are paid to send screenshots of their analytics for PR companies to see what are mostly their audiences are, age brackets and so on. Cultivate a lot of different media lists to target the right publishing outlets.
The bottom line is that the importance of a good PR campaign is crucial regardless of the brand being promoted. However, what is more, important is how these are made. It must be thoroughly researched and fit for the product you are promoting and sent out to the target audience most likely to buy the product. A good strategy with the correct implementation is key to ensuring the PR works.