The power of public relations is its ability to change the perception of a brand or a person in a positive way and reach large audiences through a positive news story or a remarkable campaign. However, effective PR is measured not only by its ability to handle positive news stories, but also by its ability to handle crisis situations. When unexpected events or reputational crises arise, a well thought-out PR strategy is vital to address the issues and restore trust.
We will be telling you how to make the right and successful PR for your brand below.
1- First Focus: Your Target Audience
It is normal and expected for companies to target the same audience as their competitors to try to attract customers. A target audience can be based on a variety of different factors, including location, gender, age, education and socioeconomic status. The more specific you are in defining this audience, the better results you will get.
As a business, it is important to identify your target audience so that you can appeal to the right customers. Targeting the right audience will also help your marketing team develop cost-effective campaigns. Social listening tools and customer relationship management (CRM) software can provide a lot of information about a competitor’s target audience.
2- Focus on Your Data
Another sure way to reach your target audience is to analyze and focus on your data. You can also use data to analyze previous campaigns and identify ways to improve your strategy. For example, you can look at the numbers showing how much engagement your social media posts have received or how much views of your reels have increased and identify the most effective parts of your social media strategy. You can then focus on your next campaigns to try to increase your visibility.
3-Collaborate with the Internet
Being active online is one of the most effective ways for brands to communicate with their target audiences. Brands often rely on social media listening tools to help them monitor what people are saying about their brand online, which can help them identify opportunities for improvement faster. Instagram in particular will benefit you a lot in this regard.
You can find our content on social media management here: Social Media Management
4- Create Compelling Content
When targeting a specific audience, it is important to create content that you tailor to them and that they respond to. Learning about your audience’s wants, needs, emotions and values can help you create content that targets them and connects with their ideals. Blog content will help you get healthier results because it speaks directly to your target audience. In this way, you will easily do the right PR for your audience.
5- Find a Partner
Strategic partnerships involve working together with a similar company to help increase brand awareness. Another way to do this is to collaborate with an influencer or gain the endorsement of a celebrity. These individuals have audiences for a niche group that can help you expand your audience and give you third-party credibility.
6- Be Inclusive
Even though target markets are segmented, there is still a lot of diversity within them. Having a PR strategy that covers your entire market can help you better engage with them and boost your brand’s reputation.
7- Dominate Your Competitors
Using research and data to learn from past campaigns can benefit a company, but so can researching competitors to understand what they are doing well. It will be productive for you to do this to stay ahead of your competitors and be more visible. In order to do competitor tracking and competitive analysis, you should take your time and research your competitors with plenty of Google searches.
8-Use Local Media
Most companies know which large and national media outlets can help them gain the most exposure, so it can be more difficult to take advantage of this. But complementing your media engagement to include regional or local sources that your target audience follows and trusts can help you gain their trust and reach new segments of the market.
Here are a few examples of successful PR to inspire you.
1- Subway: Eat Fresh
For the longest time, Subway has been running countless marketing campaigns promoting its trusted slogan Eat Fresh! But now, in light of changes to both the brand and the menu, a new campaign has emerged that fits the “Eat Fresh!” tagline perfectly. The campaign features several sports stars, including Steph Curry and Serena Williams, who lend their humor to promote Subway’s new food options.
2- Ikea : #StayHome
During the quarantine periods, IKEA wanted customers to see their homes from a new perspective. Join the #StayHome campaign, a love letter to our homes and all the moments of life lived there. It reframes the idea that our home is a place where we are trapped, a place of warmth, refuge and growth. It delivers a message of hope that leaves a lasting impression on the audience.
3- Stabilo Boss : Highlight the Remarkable
Throughout history there have been extraordinary women who have not been celebrated as they should have been. Stabilo Boss, the company that sells highlighters, launched a campaign to highlight these women and their incredible achievements. Image Source Stabilo took famous black-and-white photos from historical moments and drew a yellow highlight line to highlight the woman in the photo who made it all happen. The Boss PR campaign highlighted women like Katharine Johnson, the NASA mathematician responsible for the calculations that sent Apollo 11 to the moon. Other examples include Nobel Prize winner Lise Meitner and First Lady Edith Wilson.
We hope this article was useful for you. Don’t forget to stay tuned for more!
