How PR Enhances Branding Efforts
Whether building a brand from scratch or reinvigorating a company’s legacy, public relations plays a substantial role in how potential customers perceive your products and services. Public relations is beneficial to both startup and rebranding efforts. Here are a few ways PR enhances your branding efforts and increases the likelihood that your business succeeds.
Volunteerism, Sponsorships, and Donations
Community involvement is a brand’s best bet for earning industry and media coverage. Sponsoring a yearly event like a fundraising walk or a food drive will ingratiate your brand to the community. Well-attended and highly-visible community events often receive coverage in local news, so being a primary sponsor could result in your company being mentioned in an article, or perhaps a representative from your company being interviewed for tv. Simply being associated, in a positive way, with community engagement will help your brand stick in potential customers’ minds while creating a warm, well-regarded brand in your community or industry.
With enough success, you’ll earn the trust of journalists and industry reporters who will come back to your company when writing about your industry. Which leads to our next tip for how PR helps branding efforts.
Become a Source for the Sources
Where do the world’s journalists go for sources? Hopefully, to you. But, that’s only possible if you’ve succeeded in developing personal relationships with reporters—an early step in any PR campaign.
PR efforts are designed to influence the influencers. That doesn’t just mean Instagram stars with on-fleek fashion advice. We’re talking about real influencers, people who shape the lives of your parents, your kids, and yourself. These people are politicians who write laws, news anchors who report stories, and investors who let their money do the talking for them.
Through a smart public relations strategy, these are the people you reach. Through these people, your brand will reach new audiences and gain legitimacy, without having to pay for ad space on TV, radio, or online (though you should do that, too). Ultimately, this saves you money while making your brand a topic of conversation in your community or industry.
PR Efforts Provide Marketing Boosts
Anyone who has led a business knows that new brands need as much attention as possible to survive and thrive. Through press releases, events, and interviews, PR efforts help earn that attention. But then what happens after your brand is featured on the news or in an industry publication?
One of the most valuable aspects of PR is the marketing content that results from those efforts. That PR content is highly effective on social media. Every article, interview, and event should be repackaged for social media marketing. It can then be pushed to targeted audiences through paid advertising, leading to more leads and more customers. For a new brand, or one looking to update their image, this content is invaluable.
Use Public Relations to Strengthen Your Brand
PR efforts are an important aspect of any branding effort. Not only do they help ingratiate your company to your industry peers and local community, but they also give your brand the marketing footing and third-party endorsements it needs to succeed long into the future.
If you are ready to launch a new brand or engage in a full rebranding process, send me an email anytime at firstname.lastname@example.org to start a conversation now.