R Public Relations Firm
How Marketing and PR Can Support Each Other
People often think that marketing and public relations (PR) have a sort of frenemy relationship dynamic where they compete for the same goals. That is actually far from the case. Marketing and PR are like opposite sides of the same coin, with their own methods and strategies that are both designed to help brands succeed.
What Exactly is the Difference between Marketing and PR?
So, where is the distinction between marketing and PR? It all comes down to their respective goals and the strategies used to reach them. Take PR, for example. In PR, the goal is to shape consumer perception regarding the brand, build up their credibility and foster relationships within the community. We do this by reaching out and creating partnerships with influencers, event sponsorships, storytelling through media coverage and community engagement events.
This, of course, differs from marketing, as the goal is to create leads, improve ROI and ultimately help increase sales. This is done by utilizing SEO (Search Engine Optimization), crafting engaging social media campaigns, creating quality content that can be used on multiple platforms, and curating effective email marketing campaigns, to name just some of the types of marketing avenues commonly used. Each of these campaign strategies aims to place the brand in front of its target audience and convert them to customers.
Why Should You Focus On Both?
After learning the differences between marketing and PR, some people often think that they only need one or the other to take their brand to the next level. However, by just focusing on one rather than both collectively, you are missing out on an even greater potential. When you have an effective marketing and PR approach, the two work in tandem to craft a favorable public perception that holds credibility within the community while simultaneously promoting products or services that meet your target audience’s needs.
Additionally, the two working together can create a more cohesive brand image and give you more touchpoints with your target audience, i.e., more opportunities to earn their trust and convince them why your brand is a must-have over your competitors. If you want to take your brand to the next level, contact R experienced team for a discovery call today, and we’ll start strategizing your next integrated marketing and PR campaigns!
PR checklist: Six ways to end the year on a high note
Many know the saying “new year, new me,” but few business owners apply this sentiment to their public relations strategies. Whether in life or business, the end of the year is the time to reflect on your accomplishments of the past year – accounting for each success and opportunity for growth.
As 2024 comes to a close, it’s essential to take a proactive approach to new beginnings and use the last several weeks of the year to get a head start on the upcoming season. This will allow you to maximize your efforts in current and forthcoming years, particularly concerning PR.
Though there are many ways to approach end-of-year planning, we recommend adding these tried-and-true actions to your PR checklist to ensure your campaigns end the year on a high note and are ready to do the same next year.
1. Look back to move forward
Review relevant materials from the past several months, reflect on what went well, and note what should be adjusted. To further develop and flesh out your efforts, you must thoroughly understand the results and why you received them. Does your messaging resonate with your audience? Did you get more or less traction on an announcement than you expected? While it’s important not to dwell on the past, it’s crucial to understand it so you can move forward confidently.
2. Set clear, SMART goals for the year ahead
According to Forbes, “Without concrete goals, you are essentially shooting in the dark trying to improve.” That is where S.M.A.R.T. objectives come in. These goals are specific, measurable, achievable, relevant and time-bound, allowing you and your team to focus, assess and pivot goals as needed.
S.M.A.R.T. goals are:
- Specific, featuring outcomes and action steps all team members are aligned on.
- Defined by quantitative objectives. This data and its collection methods are predetermined and measurable.
- Realistic and straightforward, so team members remain energized and enthusiastic.
- Aligned with the organization’s overarching goals.
- Bound to a deadline.
3. Assess potential tactics
Once you’ve set the appropriate goals, it’s essential to research the PR tactics that may be right for you. Whether influencer relations, media relations, event execution, press releases, op-eds, digital content or a combination of all these and more piques your interest, there is an approach that is right for your business. Maybe your organization hasn’t invested in PR before, or perhaps it has used the same handful of strategies for the past several years, but taking this time to research modern and traditional techniques can benefit you nonetheless.
4. Develop a plan
Intentional research ultimately leads to productive planning. Determining your goals and potential tactics of interest will allow you to collaborate and craft a plan to ensure that you’ll enter the new year with direction, enthusiasm and purpose.
5. Maintain momentum
Until the new year begins, be sure not to put your PR efforts on hold. Continuing to pitch media and engage with your audiences through social media, blog posts and e-newsletters will keep you at the top of their mind throughout the busy holiday season. Be sure to announce any significant announcements after the new year, though. Doing so will ensure your big news isn’t lost in the holiday buzz.
Consider crisis communication planning
In today’s environment, it is crucial to consider that a crisis can happen to any person, group or organization at any time. As 2024 approaches, we recommend viewing crisis planning as a proactive business tool rather than a reactive one. Though the hope is always that a situation does not occur, we believe that adding crisis communications to your checklist, identifying any potential points of contention and using preparedness to your advantage will help you move from year to year with greater ease.
For expert help creating a PR checklist tailored to your business, schedule a discovery call with RPR today.
PR Tips for Election Season: Getting Your Story Heard
Election season can be a notoriously challenging time for brands looking for media coverage. With the airwaves, newspapers, and social media feeds dominated by political candidates, debates, and polling data, it’s easy for non-political news to get lost in the shuffle. That means fewer media hits for your brand. Here’s how to cut through the clutter and get your story heard.
Know the Landscape During Election Season
Election seasons usually follow predictable patterns: from the intense candidate debates to voter turnout campaigns and, eventually, the final Election Day push. Media outlets focus heavily on political coverage, leaving limited room for non-election stories. If your brand wants to gain media traction, you need to understand the competitive media landscape and adjust your strategies accordingly.
If your brand operates in the political or social spheres, you might find natural opportunities to insert yourself into ongoing election conversations. However, for other industries, it’s important to understand how to pivot accordingly and mind your niche.
Get the Timing Right
The key to getting media attention during election season is relevance. Brands that align their messaging with current events without forcing a connection are more likely to capture journalists' attention. Ask yourself: How can your brand or product speak to the issues people are talking about right now?
For example, a tech company could share insights into how technology shapes elections or discuss cybersecurity concerns. A healthcare brand might offer expert commentary on healthcare policy debates during the election. Even lifestyle brands can get in on the action by aligning with cultural trends sparked by election season, like promoting unity.
Position Your Brand as Break from the Buzz
Journalists are always on the lookout for non-election stories that provide a break from the intensity of the political news cycle. Position your brand as a breath of fresh air. For instance, a wellness company might pitch a story on stress relief during election season, helping people cope with the intensity of political coverage. This connects to the current climate and presents a relevant and helpful angle.
Audiences are more likely to engage with stories about upcoming events or actionable thought leadership that addresses business challenges. Content with a clear call-to-action or next step for readers usually stands out in a crowded media landscape.
News that provides a refreshing break from the election buzz, like positive community impact stories, can also resonate with both reporters and audiences experiencing election fatigue. So, lean into authentic storytelling to engage audiences with content that gives them a break from election year noise.
Stay Focused and Keep it Local
To stand out, you should stay focused on your message and make sure you keep it local. Localizing your content can give it a better chance of breaking through. Tailor your message to address the unique challenges, events or opportunities in the local area. Whether highlighting a community partnership, supporting a local cause, or discussing a regional issue, focusing on local relevance can make your pitch more appealing to journalists and more relatable to audiences.
Zeroing in on your brand's core message and giving it a local angle will increase your chances of standing out in the crowded media space during election season. It’s a strategic way to ensure your story feels both timely and meaningful to your audience.
It Easy for Journalists to Say Yes
When reporters are inundated with political content, your media pitches need to arrive early and be consistent. Election cycles can create unpredictable news moments, so having your pitch ready to go at just the right time can help make your story an easier sell.
Reporters appreciate pitches that are easy to execute. When crafting your pitch, provide clear, concise information and make sure it’s newsworthy. Also, high-quality images and readily available quotes can make your story more appealing to time-strapped journalists.
Providing data, research, or quotes from experts can also add credibility to your pitch. For instance, offering insights into how your brand or industry responds to election-related issues—such as economic uncertainty or shifts in consumer behavior—can lend weight to your story.
Call in the Professionals
While many companies attempt to manage their PR efforts in-house, there often comes a point where the expertise and resources of a dedicated PR firm are needed to evolve your brand to the next level. Election season could be that moment for your brand.
Don’t be afraid to ask for help. It could be the difference between the coverage you want and need and no coverage at all. PR firms invest a great deal of time in building valuable relationships with the media. They can leverage those relationships to help tell your story. PR firms also have their finger on the pulse of the latest content trends. Let them use those insights to help you find the right angle for your pitches.
While election season can make quality media coverage harder to come by, with the right strategies, brands can still thrive. You can cut through the noise and secure valuable media coverage by aligning with timely topics, offering fresh perspectives, and making life easier for journalists. For more information on getting media during election season, schedule a meeting with RPR today.
