How to survive during Covid-19 is top of mind for brand owners, along with innovation and adjusting your marketing plan now that traditional channels such as out of home and cinema are not available.
Public Relations plays an important role in this strategic process, but it is an area of marketing that many don’t completely understand, often misinterpreting it as a form of advertising or promotional marketing.
PR has changed significantly over the past two decades, as the media landscape morphs and shifts to meet consumer demands for how they want to engage with news, content and brands. The main role of consumer PR over the years was to generate un-paid or earned editorial in traditional media channels and we did this in a number of ways – issuing press releases, photocalls, events, press trips, etc. It has now expanded to include social media, influencer marketing, paid-for content creation, etc. but essentially it is still about telling the brand story to the right audience in the right way.
Over the coming weeks, we will decipher the different aspects of PR to help bring leadership and marketing teams, brand owners and owner entrepreneurs on a journey through the world of consumer PR. First in the series will be how to write a PR brief – this is the first step in engaging in PR and bringing on board an agency that you can work with to deliver your PR objectives, as well helping to deliver the overall business objectives.