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In this article, we’ll explore the benefits of using public relations as a marketing strategy. We’ll first look at what public relations is and the different features of this type of strategy in comparison to other types of marketing tactics. Then we’ll look at some example brands that have used public relations strategies in their marketing mix with their thoughts on how it has impacted their business. Finally, we’ll provide some helpful tips for how you can use PR in your own campaign to generate buzz and to improve your brand image.
Public relations is a form of marketing that entails building and maintaining relationships with the media, customers, employees and other relevant influencers. This is accomplished by conducting press releases, social media campaigns or attending conferences to increase awareness of your brand. According to a study done by the University of Florida (Rocchio, 2007), just over 50% of businesses have an established public relations strategy in place for their business.
While public relations is not often seen as a stand-alone marketing strategy, it can be used as part of a successful marketing mix. For example, you could use public relations as another way to promote your product through storytelling or newsworthy content (i.e., creating positive buzz). Or, you can use PR to generate positive buzz by building relationships with the media and customers. A great example of this is using social media to promote your business (i.e., creating positive buzz online) without ever having to pay for advertising.
Public relations is also beneficial in helping build brand image as it enables company executives to become more visible to their audience. Brand image is important because it helps companies sell their merchandise and services better than if they were totally unknown (Stigler, 2009). This can also prevent competitors from stealing your customers, thereby giving you a competitive advantage (Stigler, 2009).
The tools PR uses to accomplish its goals are called tactics. There are two types of tactics: internal and external tactics. Internal tactics include employee relations, investor relations and customer relations (Rocchio, 2007). External tactics include public speaking, writing press releases and attending conferences (Rocchio, 2007).
Investor relations can be used in the form of a press release to tell shareholders about company news that is relevant to them. This helps keep them updated on important information so they keep on reading more stories about your company as well as buy your stock.
Public speaking is a great tactic for increasing brand awareness in the market because it shows people you are an expert on your topic. It also helps build brand awareness and leads to sales for your company.
In the area of employee relations, public relations can be used to promote an employee’s work achievement in the community or at a trade show. This shows employees they are appreciated and getting recognition for their hard work. It also gives companies an opportunity to reward employees who are good at what they do with awards and promotions while also impressively showing them off to their peers.
Public relations can also be used internally by company executives as a way to create positive buzz in the organization through strong relationships with employees, customers, media, investors and other relevant influencers. This helps build a stronger brand image and increase visibility (i.e. build a larger network). It also helps build trust and confidence among employees, which is important to employee engagement (Baker, 2007). More engaged employees are more likely to be loyal to the company and care about it.
The importance of the concept of brand image has been clearly recognized by organizations. Why? Because brand image is the experience a customer has with your company during his/her interaction with your brand. The more that your company associates itself with other companies in the market and the better you represent those brands in terms of its own experiences and actions, then your brand will appear more appealing to customers (Stigler, 2009).
When you work with a public relations agency, they will try to help your company maintain a consistent brand image across all of your marketing channels (i.e., social media, print ads, print marketing, website banners, radio ads, TV ads and so on). They will also work to ensure your team is setting an example for the rest of the organization that leaves its mark in the form of positive buzz. It’s through these efforts that you will create a positive perception with customers and media alike.
It’s important to make sure your company is represented in the media in terms of your brand experience (i.e., build a larger network through PR) as much as possible. This not only increases brand awareness and leads to more sales, but can also help build trust and confidence among your customers that allows your brand image to remain consistent across all of these mediums.
External tactics that can be used in public relations include:
• Press releases are sent to the media by PR agencies to generate a positive buzz about a company’s products or services.
Conclusion
Public relations can be used as a stand-alone tactic or as part of an overall marketing strategy. When used by itself for branding purposes, it can generate positive buzz, improve brand image and increase visibility through the use of key tools such as press releases and social media campaigns. The reason this is so important to businesses is because it allows them to get their brand name out there and make themselves more attractive to consumers. By building up relationships with customers and media, this grows brand awareness in the market.
Public relations can also be an important part of a successful marketing strategy because it can improve employee engagement, which leads to more engaged employees that care about their company.