How Can Public Relations Support Marketing Efforts?
The most successful Marketing strategies are integrated.
Shopping data reveals that the COVID-19 pandemic shifted consumer spending habits in 2021. With overall spending in all categories on the decline, brands around the world were forced to rethink their marketing and public relations strategies, something that certainly won’t fade away throughout 2022.
Budget allocations were scrutinized and companies ultimately needed to cut through the digital clutter and connect with their customers now more than ever. This phenomenon of “cutting through the clutter” isn’t anything new. Pandemic aside, brands continue to be challenged to stand out from the crowd. Every dollar they spend should ultimately increase their bottom line, but not all brands understand how public relations can support marketing activities, a crucial and fundamental piece of their strategy.
Public relations is a marathon, not a sprint
Brands that look at public relations like a quick add-on often don’t see results right away. From growing brand awareness to customer acquisition, each brand is on a different path, so understanding where you are is the first step. A PR consultant can do a brand communications audit, then help you navigate and create a program that will not only give you results but build a lasting brand. Having a beautiful website, a mobile-friendly interface, and smart design branding is not enough to get you noticed in today’s world. Those marketing activities are expected, but what keeps consumers engaged boils down to strategic public relations.
Repeated Exposure
Brands need exposure to their customers, in many ways, through multiple touchpoints. A TV commercial may capture my attention, but the repetition of a targeted ad, a well-curated Instagram page that’s filled with high-quality content, an authentic placement in my favorite digital magazine, or a recommendation from a trusted influencer is what’ll turn a shopping cart item into a purchase. Brands that understand the value of the omni-channel experience and how public relations can support marketing activities will succeed.
From Projects to long-term partners
A significant part of how an agency defines the success of a PR campaign is through media placements. Of course, that’s important, but since I sat on both sides, as a client -the one paying the bills and a PR consultant – the one responsible for the ROI for my client. I know if I am investing in public relations, I want to see it affect my bottom line and not just increase brand awareness.
A good PR plan will result in media placements, but the real value is to optimize the publicity fully; by repurposing those placements to create engagement on social platforms associated with the brand and further promote on broader media channels that your target audiences are reading. There’s a strategy and goal associated with each and every public relations and brand communications plan I work on, and it’s often the reason why clients who start as projects continue their relationships into long-term partnerships. There’s a true value in public relations and how it supports marketing activities, and any successful brand will tell you that the best and most impactful strategies are integrated.
If you are exploring new approaches to support marketing efforts or interested in a PR campaign. Get in touch
