JUNE 2012
Dear Reader,

Build your brand with consumer PR

In recent times the consumer and retail industry has faced some hard times with a decrease in consumer spending and a tightened credit market. Many retailers slashed expenses, including marketing, in order to stay afloat and what has resulted is a marketplace that is considerably quieter in terms of businesses promoting their brands.

The good news is that PR is very cost effective and is an important part of the marketing mix for consumer brands as it serves to educate customers on new products and services as well as establishing a level of trust in a brand.

A PR program can work very effectively when it forms part of an overall marketing strategy, which may also include advertising, direct marketing, customer loyalty programs and online marketing.

Effective communication that achieves cut through with its audience is all about the repetition of key messages. These key messages communicate the brand's identity, its values and what's on offer. When these messages are consistent and repeated throughout the marketing mix, they are more likely to reach the target audience and have an impact.

While media relations forms an important part of consumer PR campaigns, consumer communication is becoming increasingly more one-to-one, particularly in the online environment. Audiences are looking to be engaged by brands but not be sold-to by them.

Online presents an effective avenue for building a brand and enriching the customer service experience. Product and service information can be searched for at any time of the day and a customer can share stories about their good or bad experiences with a brand.

Now more than ever, consumer brands have the opportunity to directly access their customers, allowing them to more readily identify with the brand and its values. Businesses can also begin to discover the wants and needs of their customers and immediately address these.

Change communication's in demand

Our most popular blog for the past month was Nicola's post about handling internal communication during a period of change and how important it is to get it right.

In our second most popular post Dennis reflects on the evolution of PR education in Australia and focuses on the good and the bad.

PR Mentor Kim looks at how to get the most out of your PR agency with some great tips on how to work with PR professionals so the experience is not wasted.

Copyright © 2012 Dennis Rutzou Public Relations. All Rights Reserved.

Find us on