Consumer PR - Public Relations To Build Your Brand
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.
Now, with the light starting to shine at the end of the tunnel and consumer
confidence beginning to rise, the time is ripe for businesses to stand up, be
heard and tell their story.
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In consumer campaigns public relations 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 a new 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.
In order to make this interaction a success a public relations strategy that
sets out specific objectives is needed. The strategy should identify the target
audiences and puts into place a plan to monitor and engage audiences in a manner
fitting for the medium.
An overall consumer PR strategy will integrate traditional
media relations and
online public relations
with an overall
communication strategy.
For more information on how to develop and implement a successful consumer PR
campaign, contact us.
by Jo Gitsham | @jo_drpr
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