Marketing Ecosystem: Using Public Relations

- September 11, 2012

Strategic Tuesday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Strategic Tuesday and we are sharing the third part in our series on the marketing ecosystem: public relations.

Public relations is the process of generating brand awareness outside of the traditional paid advertising environment. The objective is to share your message in a clever fashion so that people encounter your brand outside of the traditional advertising channels. This may also enable your brand to be seen in a different light.

For instance, I am working with a client who has perfected a method to deliver a well done hamburger while ensuring it is still delicious and juicy. We are releasing a story describing their two-grill technique. One grill is at an extremely high temperature, searing the burger on both sides and sealing in the juices. The second grill is a lower temperature which enables the burger to be cooked to well done while the juices remain inside. We think this is the kind of story restaurant magazines would like to cover.

What I love about public relations is there is no limit to where you can share your story. Let’s take a look at some of the possibilities. Media relations is the traditional route with public relations, such as a story about your brand or product on the local television station. Speaking engagements are also an avenue that can provide you with opportunities to be in front of people talking about your product or your brand.

Another area is called social responsibility. There are ways to tell the story when your company or your brand is doing something to help the environment, the economy or the community. New media channels are very exciting. There are so many choices using social media to share interesting stories about your company. Wouldn’t it be great if one went viral and a million people take a look at your brand?

Public relations is a tool that can be leveraged in the event your brand or company requires issues management. For example, if an aspect of your product is a concern to a particular group, you can use PR to tell the story of why there is no cause for concern around your product. Public relations is all about being clever and approaching different audiences with your potential story.

The result derived from a PR campaign is referred to as earned media because you are not necessarily paying for the coverage you are receiving. There is still the cost of time devoted to creating the informational campaign; however, the earned media you may receive could be quite substantial.

Other aspects to consider: There is no guarantee, a media outlet may not print or cover your story at all. Occasionally they will take the story in a different direction from where you were trying to go. You have to be careful about that.

PR is fun. I’ve always enjoyed it. It’s a great sense of accomplishment when you finally see that story on television, in a magazine or on the web and it’s enhancing your brand.

That concludes Strategic Tuesday. Join us tomorrow for Action Wednesday. To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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