What is PR and what can it do for your business
What actually is PR? And why should it be part of your strategy?
In this blog post, we take a closer look at the different types of PR, while exploring its many benefits.
What is PR?
To put it simply, PR means ‘public relations’. It’s the process of communicating with the public through the vehicle of the press to promote your brand and create a positive image. In addition to your marketing and other key areas of your business, a long-term PR strategy will help generate awareness and gain credibility.
What are the different types of PR?
Credit: The Peckham Peculiar issue 39
With any kind of PR, the important thing to remember is that it leads to awareness and credibility. The press will not put their name on something that they don’t believe in. So if you are being featured in the press, it’s a mark of approval and thus reassuring for your customers. With that in mind, there are some of the key types of PR to make a note of.
Online product placement: This is when your product gets featured in an online article. This kind of PR is beneficial as it brings in a steady stream of traffic that can last for years, especially for highly searched articles. It’s also great for purchase-ready discovery. For example, if you have a beauty brand, there will be customers out there looking for a particular item that you may have in your list of products, for example, a facial oil. If you then get listed in an article that, for example, lists ‘10 best facial oils’, you are targeting customers who are looking to purchase at this point. This is also a great way to be compared against other brands and your competitors.
Printed product placement: No matter how digitised our lives get, there is nothing better than seeing your brand featured in print. The sense of prestige this brings is a benefit in itself. This kind of coverage is also great to take with you to trade shows to draw in buyers.
Profile press: While product placements are about specific products and your brand in general, profile press is about you. You get to tell your story in the form of interviews, podcasts, or other kinds of speaking opportunities or workshops. This is an important way of brand building as your customers get to see the face behind the brand and hear your story from you. By talking about your origin story, setbacks, wins and the passion for your brand, you will be able to strike an emotional chord with your target audience.
Regional press: These are local press supporting local businesses. They are more open to your brand story, how you started your business, your manufacturing techniques, etc. They are interested in supporting your wins. Such as any collaboration you may be part of or awards you have received, the local press would want to feature it.
Why is PR so important?
You might wonder how important PR is in the age of social media and increased digitalisation where all kind of information is available at a click and scroll. The fact that there is an influx of information online is what makes PR important. The stamp of approval given by traditional press channels helps consumers to sift legit information from the plethora that is available. Every time you or your brand. is featured in the press, you are building trust and credibility in the eyes of your target audience.
Depending on the type of coverage you secure, you will be able to talk about specific products or the story behind your entire brand. A profile piece, for example, will give consumers an in-depth understanding of your brand, thereby setting your products apart from the several that can be found on the internet. Either way, PR is important as it increases brand awareness, helps you reach a wider audience, and maintains the longevity of your business.
PR, whether online or in print, is also a great way to increase website traffic and collect data and target potential customers. Press is the one thing that can reach a wider audience – something that is not possible through social media alone - therefore allowing your product to be seen by thousands of people. This in turn keeps you relevant and makes you visible in an otherwise competitive market.
Being featured by the press increases your chances of being approached by stockists who would want to know what your press coverage has been like and what kind of customer base you have. It also opens doors to collaborate with other brands.
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