PR trends
Social Media for Small Businesses: How to Create a Content Strategy
As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become.
As a small business owner, you know that it takes continuous effort and work to increase your online presence and reach the eyes of your target audience. But now that we’re well into the digital age, the question of how important social media for small businesses is remains a pressing question for many—despite how widespread and integral to daily life these platforms have become.
With billions of users on social platforms and more than half of U.S. adults reporting that they use Instagram alone, it’s never been more clear that social media for small businesses is crucial. Utilizing social media for your business’ growth and recognition will help ensure that you’re connected with your customers while keeping you competitive. To do this, you’ll need a social media content strategy that meets your business needs.
At R Public Relations, we know the most effective ways to build and integrate a content strategy for businesses across a range of social media platforms—from Facebook, Instagram and TikTok to LinkedIn.
Below, let’s dig into what exactly a social media content strategy is and how you can get started creating your own.
What is a Social Media Content Strategy?
A social media content strategy is a roadmap for how your small business will create, manage and optimize its online presence. It includes:
- A social media posting schedule
- How social content will be created
- Social media goals
- Target audience demographics
- Specific plans for each social media platform
Your social media content strategy will help you and your team fully understand how to best manage your online presence across your chosen social media—from how to tackle content creation for different platforms to keeping track of social analytics like conversion rates and engagement.
Effective social media for small businesses requires a carefully planned content strategy so you can connect with your audience in the most relevant ways for your business. This can be through targeted social media campaigns, engaging content, building influencer partnerships, and building a consistent brand voice on your socials.
How to Create a Social Media Content Strategy
The wonderful thing about social media is that there is no one-size-fits-all approach. Each small business is completely unique in its own right and that requires your social media content strategy to be distinctive. But when it comes to creating your content strategy, there are some specific methods you can use to create a strong, long-term strategy for your business.
Create social media goals that align with your business intentions.
No social media content strategy can begin without setting social media goals for your small business. Clearly defined goals will lay a strong foundation for your entire content strategy, including the social content you’ll be creating and sharing. To create clear goals, you’ll want to consider what you’re looking to get out of your social media specifically and ensure that your goals align with your long-term business intentions.
For example, say that three of your social media goals are to increase brand awareness, grow revenue and build a strong community around your small business. These are all clearly defined goals for which you can utilize your social media. They also tie directly into your small business’s growth. By creating social goals that align with your business intentions, you’ll ensure that you can’t lose sight of your social media content strategy.
Determine the best social media platforms for your small business.
You may already be on social media platforms and you’re probably aware that many large businesses have accounts on all available social platforms. But as a small business, it’s imperative that you take a step back and ask yourself what social media networks are absolutely key for you.
Consider the following factors as you determine the best social platforms for your business:
- Think about what features each social media offers and what would be beneficial to your business. For example, Instagram and TikTok are visually-driven platforms that center photos and videos while LinkedIn is more focused on text-based content.
- Figure out where your target audience is spending most of their time—younger and older audiences tend to use different platforms. About 42% of Millennials are using Meta Threads while Baby Boomers are still going strong on Facebook. You’ll want to meet your audience where they are.
- Consider the type of social content you want to focus on and how you want to engage with your audience. Will you be creating videos or blogs? Do you want to encourage ongoing conversations or be able to participate in social trends?
Keeping these factors in mind will help you choose which platforms will have the most impact for your business and social media content strategy.
Put together a social media content plan.
Within your larger social media content strategy, you’ll need to put together a specific content plan. This plan will be a defining outline for the type of content that you and your team are creating for each social platform you’re on. Keep factors like social media features, what type of content your target audience engages with most, and what industry content works best in mind while creating this plan.
HubSpot’s 2024 Consumer Trends Report found that 63% of consumers feel that content posted by brands on social media is authentic or relatable. You can use this kind of data, along with what your target audience enjoys seeing from you, as a guide to creating your content plan. Your target audience might be more keen to engage with long-form blog posts over videos or vice-versa—factor what content they engage with most into your content plan. A content plan will serve you in many ways, allowing you to plan social posts in advance and ensuring that your social media content strategy is relevant.
It’s Time to Consider Your Social Media Content Strategy
Creating a social media content strategy for your small business can seem daunting, but it doesn’t have to be. By taking it one step at a time, you can build a long-term content strategy that is specially tailored for your business’ needs and will help you get the most out of your chosen social platforms.
For expert PR help on tackling social media for small businesses, contact RPR today to schedule a discovery call.
The evolution of influencer marketing: Why bigger isn’t always better
It seems like just yesterday we were explaining what influencer marketing was to family, friends and clients, but—as is often said—time truly flies.
With today's rapid technological advancement and continuous social change, the days of Myspace and traditional mommy bloggers from the early aughts are long gone.
Influencer marketing has quickly evolved from a far-off, novel concept to a household term and a facet of daily life for all internet users. While this contemporary aspect of marketing provided PR practitioners, marketers and businesses with vast new opportunities for success, consumers have become fatigued by the content of many macro-influencers with significant wealth, millions of followers, large-scale brand deals, and the like.
Due to this priority shift among much of the public, brands and professionals are following suit by partnering with more micro- and nano-influencers who have smaller, highly engaged audiences.
While securing collaborations with individuals with more expansive audiences may seem like the best outcome for brands, this is often untrue. In fact, the micro- and nano-influencers we see today typically offer more authentic endorsements and foster closer connections with their followers, making them valuable partners for brands seeking genuine engagement.
One of the many ways that marketing and public relations firms mindfully and strategically serve clients is by monitoring various trends and continuously navigating these seemingly undetectable shifts, which can significantly impact brands across all industries.
Then and now
According to Aspire, the pioneers of influencer marketing can be traced back as early as the 18th century. British potter Josiah Wedgwood earned the official title of "Her Majesty's Potter" after receiving approval from Queen Charlotte in 1765.
At a time when the Queen was the ultimate influencer, Wedgwood opted to leverage his new status and established the world's first luxury pottery brand. Even then, an endorsement of this caliber was the catalyst for the "Queensware" brand, making it desirable and relevant to the masses.
Centuries later, modern royalty—celebrities—took over this role. In the early 2000s, celebrity endorsements leveraged the influence of these seemingly unreachable icons and tastemakers with actual, current preferences. Because of these individuals' sway on the public, brands like Nike and Pepsi began to create mutually beneficial partnerships and endorsements.
Naturally, this gave way to the age of influencers we know today. However, despite their massive reach, the sense of access and connection dissipated, significantly decreasing engagement and ultimately causing consumer fatigue as the market oversaturated.
The Micro- and Nano-Influencer Effect
This pivot away from vast but blatantly promotional content is pushing brands back toward more authentic, value-centered and intentional partnerships. This is where micro- and nano-influencers enter the chat.
Harvard Business Review shared critical data on the transition: "Nano influencers, those with fewer than 10,000 followers, yield a remarkable average return of more than $1,000 on a $50 investment—the typical worth of the free products they receive. Conversely, macro influencers, those with more than 100,000 followers, command a hefty price tag of well over $1,000, on average, but deliver a return of only $6,000."
These findings showcase that consumers prioritize authenticity, honesty, connection, and trust in "real" people, making more niche influencers the perfect partners.
Aside from the authenticity, trust and impressive engagement rates that nano- and micro-influencers possess. They are also much more cost-effective, providing opportunities to brands with smaller budgets or more diverse strategies. For example, niche strategies, allowing brands to target particular audiences effectively, or community-oriented strategies, building deeper relationships with followers and feeling like a friend.
"Nano influencers are just like us," Bocconi University's Maximilian Beichert wisely stated. "They interact with followers just like they do with their friends. This authenticity is so much more powerful than a sponsored post with no engagement from a well-known celebrity.” Though consumer preferences continuously evolve, trust, authenticity and honesty will never go out of style.
If you're interested in learning more about RPR's approach to influencer marketing, reach out to R team today!
How to Handle Negative Reviews: A Guide for Small Businesses
Negative reviews can feel like a gut punch to any business owner. You pour your heart and soul into your work, so when someone criticizes your efforts, it’s natural to feel defensive or even hurt. But negative reviews don’t have to spell disaster for your business. In fact, how you respond can turn a challenging situation into an opportunity to build trust and loyalty with your customers.
Here are our top tips on how to handle negative reviews with grace, professionalism and effectiveness.
1. Respond Quickly and Publicly
Timing is critical when it comes to addressing negative reviews. Leaving a complaint unanswered for too long can make it seem like you’re ignoring the issue or, worse, that you don’t care.
Responding quickly—ideally within 24 to 48 hours—shows that you take customer feedback seriously. Always make your initial response in a public setting so that others can see you’re proactive and willing to address concerns. However, keep it concise and professional, and invite the customer to continue the conversation privately.
For example, you might say:
"We’re sorry to hear about your experience. Please reach out to us at [email/phone] so we can better understand the issue and make things right."
2. Show Empathy
A little empathy can go a long way. Whether the customer had a bad day or genuinely experienced an issue with your product or service, it’s important to acknowledge their feelings.
Phrases like “We understand your frustration” or “We’re sorry you had this experience” can help diffuse tension and show that you genuinely care about resolving their concern.
Avoid dismissing their emotions or jumping to conclusions. Even if you believe the complaint isn’t entirely justified, showing empathy sets the tone for a productive resolution.
3. Do Not Gaslight
Gaslighting—dismissing someone’s feelings or making them question their experience—can damage your reputation more than the negative review itself. Avoid phrases like “That didn’t happen” or “You must have misunderstood.”
Instead, focus on gathering the details you need to understand what went wrong and address it head-on. If there was a genuine mistake, own up to it and outline steps to ensure it won’t happen again. Honesty and transparency will always resonate with customers.
4. Do Not Get Mean
Negative reviews can sting, but letting emotions get the better of you is never a good idea. Sarcastic, defensive or hostile responses will only escalate the situation and reflect poorly on your business.
Remember, your response isn’t just for the reviewer—it’s for anyone else who might come across it. Stay professional, polite and focused on finding a solution, even if the reviewer seems unreasonable.
5. Make It Right
More often than not, a customer who leaves a negative review simply wants to feel heard and valued. Go the extra mile to resolve their issue where possible. Whether it’s offering a refund, replacement or discount, your willingness to fix the problem speaks volumes.
This kind of action can turn an unhappy customer into a loyal advocate. Even if the reviewer doesn’t update their comment, future customers will see your effort to make things right.
6. Don’t Engage with Bots or Bullies—But DO Engage with Real People
Not all reviews are created equal. Some come from trolls, bots or individuals who aren’t genuinely interested in resolving an issue. In these cases, it’s best to report the review (if possible) or leave it alone.
However, if the review comes from a real person with a valid concern, seize the opportunity to show your dedication to excellent customer service. Respond thoughtfully and work toward a resolution that satisfies both parties.
Turning Negative Reviews Into Positive Outcomes
Negative reviews may feel like a setback, but they’re also a chance to showcase your business’s values, professionalism and commitment to customer satisfaction. By responding quickly, showing empathy and resolving issues where possible, you can turn these experiences into opportunities to strengthen your brand.
Your goal isn’t just to resolve the specific complaint—it’s to demonstrate to current and future customers that you care. That’s how trust and loyalty are built, and it’s what will set your business apart.
For expert PR help navigating negative reviews for your small business, contact RPR today to schedule a discovery call.
Strategic Public Relations: Guiding the court of public opinion
Digital sources have become an important part of Americans' news diets—with social media playing a crucial role, particularly for younger adults. Overall, just over half of U.S. adults—54 percent—say they at least sometimes get news from social media," the Pew Research Center reported in 2024. The digital age allows internet users to stay more connected to one another as well as to timely trends, conflicts, celebrations and current events; however, it also offers the public a constant stream of information—often with bias—and allows those near and far to share opinions on it all. When it comes to strategic public relations, we must consider the impact internet trolls, influencers, celebrities and thought leaders have on public perceptions and reputations. The narratives that each of these influential voices promote ultimately shape and drive the opinions of society as a whole.
Modern media formats, particularly public-driven ones such as social media, allow publicists to leverage fans, critics and influencers to push particular narratives, ultimately utilizing the public as unknowing spokespeople. For example, PR practitioners often partner with influencers to promote brands by publishing strategically organic-feeling content on their platforms. This creates authentic interest, positive association and brand trust among the creator's followers, which stem from strategically planned content and collaborations.
Consumers often take the online world at face value, accepting the published content as fact unless proven otherwise; however, publicists frequently help steer the trends, perspectives and narratives that the public claims and drives forward.
The "Wizard of Oz" approach
R founder Emily Reynolds Bergh often likens public relations to “The Wizard of Oz.” When Dorothy gets stranded in Oz, Ozians advise her to seek the aid of the all-powerful Wizard of Oz. Throughout her journey, she meets several new friends who join her trek in hopes of experiencing the favor and miraculous gifts of the Great Wizard. Once they arrive in the Emerald City, where the wizard resides, they find a gigantic, green, haunting face that leaves them feeling daunted but determined. That is until Toto pulls back the surrounding curtains to reveal an old, wholly ordinary magician peeking into a microphone and controlling the larger-than-life face with small levers.
To reach the status and mystique that he did, the wizard let the public push his narrative. Accepting what they saw or heard of the wizard as truth, Ozians began to spread the particular stories and interpretations of events the wizard set forth—hoping to shape their perceptions of him and influence their understanding of him and his "powers."
While this story is from a beloved work of fiction, we experience these sentiments regularly in strategic public relations.
Strategic public relations in the Blake Lively and Justin Baldoni battle
One timely example of this is the Baldoni-Lively publicity saga. The "It Ends With Us" stars, Justin Baldoni and Blake Lively, were at the center of a months-long scandal. Baldoni stated that Lively was difficult to work with, while Lively filed a lawsuit alleging that Baldoni behaved inappropriately on set and drove a smear campaign against her after she complained.
Painting himself as a prominent male feminist at the height of the #MeToo movement, Baldoni was the poster child of what it looked like to be an ally for women, and this directly impacted his ability to spin his conflict with Lively.
“This gave him somewhat of a leg to stand on and the ability for him and his team to potentially plant a seed of doubt in the minds of the public, which could undermine Blake Lively’s claims and her image in going against him,” said Bergh. “Especially with this playing out on social media platforms like TikTok, where consumer commentary is fast and furious, reputations can soar or plummet in the court of public opinion at an alarming rate.”
Triumphs and pitfalls of public-driven campaigns
Strategic public relations campaigns that rely on the advocacy and attention of the general public can have some cons and be used to harm, such as this one. Still, they can bring crucial attention to your narrative and produce many positive opportunities.
The drawbacks of investing in a campaign that relies on public buzz include the risk of a narrative falling out of your control, the possibility of a backfire and the presence of ethical unease that points to manipulation.
Bergh notably points out that PR practitioners must now manage press, media and public relations. With that, publicists who utilize a more flexible approach to ethics may engage in transactional tactics such as funding bots, boosting posts or paying spokespeople to share particular opinions.
"It’s a slippery slope as far as reputation campaigns go, and we’ve seen some get pretty dirty," said Bergh. "But luckily, the public is becoming more suspicious when they come across these types of tactics; they’re more savvy than ever."
Conversely, strategic public relations can benefit from thoughtful, public-driven projects, often producing an amplified feeling of authenticity and ownership, expanding reach and encouraging meaningful engagement.
As publicists manage more extensive and nuanced relations, leveraging public attention can be a powerful tool and impactful campaign extension that helps organizations and individuals garner necessary attention and publicists execute successful campaigns. While social media sites like TikTok can be volatile, they can also be supportive and uplifting, with users looking to chime in and join the conversation. Ultimately, this environment provides all the ingredients necessary to mold public perceptions and encourage consumer-driven discourse.
Spin is all around us
As Bergh so wisely explains, we all spin each other, and we do it all the time. Whether you're a celebrity, thought leader, business owner, influencer or industry professional, effectively steering and propelling public opinion forward can help shape perceptions and accomplish meaningful campaigns—when done authentically and ethically.
For expert help with strategic public relations for your brand, contact RPR today to schedule a discovery call.
Pros and Cons of Seasonal PR Campaigns
With the holiday season fast approaching, now is the time of year for brands to start planning their strategies. While the holidays may naturally boost sales for some brands, those who perform the best typically carefully curate their seasonal PR campaigns to optimize performance. But are there any pros and cons to consider for a seasonal PR campaign? Yes! Check them out here.
Pros of seasonal PR campaigns:
Even if you are a brand whose products or services don’t necessarily correlate directly with a particular season, there can still be benefits to incorporating holidays or times of year into your PR campaigns, including the following.
- Increased Brand Engagement. During the holiday season, though the average person is much busier this time of year, there is also an increase in social media usage during this same time period. With a good, consistent content strategy, a seasonal PR campaign can be associated with increased brand engagement.
- Larger ROI (Return on Investment). The key to a great campaign is all about strategy and planning. Taking the time to consider brand voice, messaging, the relationship between the brand and the holiday, as well as timing and social media usage, can translate to a larger ROI than your typical campaign.
- Increase Brand Awareness & Foster Trust. Another result of a well-executed campaign is increased brand awareness among your target audience. As more and more consumers become aware of your brand, specifically through multiple media channels, a sense of trust between your customers and your brand.
Cons of seasonal PR campaigns:
It’s not so much that there are a multitude of reasons you shouldn’t do seasonal PR campaigns; it's more like challenges to consider. And if you don’t, the ultimate con is that the campaign will fall flat or worse, cause a negative reaction among your target audience. As such, keep these things in mind.
- Time Limit! It’s all in the timing. Seasonal PR campaigns need to be carefully planned well in advance of the season. If you start too late, you will not be able to execute it promptly, and the campaign won’t be as effective.
- Inclusivity. With seasonal PR campaigns, you must remember that not all of your audience may be receptive to particular holidays. For example, the Fourth of July can evoke polar opposite reactions from people. Keeping that in mind, it may be best to remain as neutral as possible to be inclusive to your audience. On the other hand, if you know your audience well and feel comfortable with your stance as a brand, you may increase ROI by being more specific. Again, it goes back to careful strategy and planning.
- Relating the Brand to the Holiday. As a brand, you must properly relate your PR campaign to the holiday or season for it to be received well. Positioning is everything, and if that positioning doesn’t make sense for your brand, then the results won’t be as intended. For example, if you’re a global brand, you’d only want to target your Thanksgiving messaging to your audience in the United States.
R Clients’ Seasonal PR Campaign Examples
At RPR Firm, we love a good seasonal PR campaign, and so do our clients. Here are some examples of how they incorporate the holidays into their campaigns.
First up is Boudro’s, a longstanding Texas Bistro nestled along the Riverwalk within the heart of San Antonio, which offers several unique event spaces that can be rented out. Not only that, but the restaurant also offers private barges on the river for special group events. With the holiday season fast approaching, they’ve already begun to promote these exclusive experiences across their social media to drive traffic.
More recently, with our client InterContinental San Antonio Riverwalk, we ran a campaign for Dia De Los Muertos. Dia De Los Muertos is a holiday celebrating the lives of friends and family who have passed in Mexican culture. As a part of this campaign, we successfully landed the hotel on the local news network KENS 5, promoting their event during the holiday, which can be seen here.
Whether you decide to launch a seasonal campaign or not, the main principles of PR remain the same. Know your target audience well, create clear goals on what you want your campaign to accomplish. Plan properly with your target audience (and the holiday or season) in mind. For expert help with your next seasonal PR campaign, contact RPR today to schedule a discovery call.
Our Team's 2025 New Year's Resolutions
As 2024 ends, everyone is making New Year’s resolutions that can help guide them through 2025 toward their goals for the year. And we’re no different here at R Public Relations. A brief look back at 2024 shows a year of growth and amazing opportunities for us. We R proud to have racked up a long list of awards and participated in national press, taking R business to the next level.
New departments were developed within R team, including a culture squad and a marketing team, and we welcomed R first client and a team member from the UK.
After a fantastic year full of change and opportunity, we’re excited to look ahead at R New Year’s resolutions for 2025 and how they’ll help shape R future!
Growing R Presence in R Favorite Industries
The world of public relations (PR) is vast. There are all manner of industries that benefit from working with a PR team like Rs. We have clients in many industries, including business, technology, nonprofits, and retail. Meaningful partnerships in all of these industries allow us to help grow and maintain brands that align with R team’s own passions.
As we look to 2025, one industry in which we plan to boost R presence is the travel industry. Travel is more publicized than ever before, from travel TV shows and YouTube to influencers. And with travel volume expected to only grow in the coming year, we want to step in to fill a gap in travel PR to ensure that brands R able to reach experience-motivated individuals in the right ways.
Expanding R Client Base
A new year means new growth for most businesses—including Rs. Throughout next year, we’ll be working to expand R client base in several different ways. This includes bringing on both U.S.-based and international clients across industries that are looking for bold and clear branding.
With the expected growth of small businesses and the upcoming generation of business owners in Generation Z, we’re looking forward to bringing on new clients throughout 2025 who are seeking a trusted and creative PR partnership that’s in line with their goals.
Leaning into R Strengths
R New Year’s resolutions would be incomplete without touching on the strengths of R team. As a PR firm, we know exactly what we bring to the table for every client we work with—from highly personalized client work to a team-wide passion for the work we do.
But R strengths don’t stop there. In 2025, we’ll continue to nurture R positive workplace environment by allowing R intentional communication and creativity to guide R work. With the internal development of R team over the last year, maintaining a positive environment not only empowers R team but also allows us to continue R best work in making your business R business.
As a one-stop shop for all of R clients' needs, we’ll continue to provide high attention to detail and create campaign approaches that meet and exceed each client's expectations.
For expert PR help in 2025, reach out to R team for more information.
The Beauty of a Brand Audit for Strategic Planning
In the words of Steve Forbes, Chairman and Editor-in-Chief of Forbes Media, "Your brand is the single most important investment you can make in your business." An organization's brand is a holistic representation of all it is and all it hopes to be.
One crucial, time-tested way to examine these communicated and perceived messages and their impact on the organization and its public perception is by conducting a brand audit. This evaluation can be a tool for all businesses, small or large, to ensure that stakeholders and key audiences receive and interpret their goals as intended.
Accordingly, the information included in these audits is critical for the organization's broader vision and strategic planning.
What is a brand audit?
Before we discuss how a brand audit can strengthen strategic planning efforts, it's necessary to understand what it is and what it is composed of.
According to Indeed, "A company uses a brand audit to evaluate how its brands or products are positioned in its markets. Brand positioning is how a customer recognizes or recalls your brand and where your brand fits in an overall market. The audit reviews data to identify areas where your company can improve its brand's positioning and overall performance."
An audit can include a vast array of information, but its purpose is always to assess the brand's identity, strengths, weaknesses, opportunities, threats and goals.
At R Public Relations (RPR), our brand audits are comprised of numerous diverse components, including mood boards, tone and marketing assessments, SWOT analysis, value propositions, target audience personas, stakeholder analysis, key trends and timelines.
When developing client audits, we ensure that our findings speak to the brand's visual identity, mission, tone, alignment with audience expectations, perception from customers and of competitors and consistency across all communication channels.
Importance of a brand audit
This data is what makes a brand audit so impactful and dynamic.
Today, industries and markets worldwide face an increasing number of competitors and an influx of noise with the potential to muddy messaging and make brands of interest more difficult to find.
Offering top-of-the-line products and services is no longer enough. To truly make an impact, organizations must ensure their branding is clear, consistent and impactful, and brand audits are the optimal way to accomplish this.
According to Aprimo, the research conducted for a brand audit mindfully explores the brand's position in the market, allows a company to assess, enhance and elevate its messaging, and covers all aspects of the brand experience. This allows a brand to uncover its strengths and weaknesses, clarify its identity, develop a competitive advantage, digest customer insights, evaluate market trends and strengthen its strategic planning.
Bolstering strategic planning efforts
Of the benefits a brand audit presents, its ability to inform, streamline and enhance an organization's success strategies is most important.
Within the strategic planning process, a brand audit can provide insight that guides development, marketing and audience engagement decisions. Furthermore, it clarifies the organization's direction and consistency among team members and help set measurable growth goals. It ensures all actions are aligned in purpose and process and expose weaknesses or gaps in the brand preemptively.
One example of an organization effectively using a brand audit to inform its strategic planning is Coca-Cola. The beverage giant audited ever-evolving consumer preferences and market trends, revealing a developing desire for healthier options within the beverage industry. In response, Coca-Cola set its sights on diversifying and expanding its products to feature more health-conscious options like Coca-Cola Zero Sugar and Diet Coke.
Decisions such as this can help businesses remain relevant despite the dynamic desires of modern consumers.
Without conducting brand audits, organizations would be less capable of proactively identifying these threats and opportunities and may instead need to respond to changing markets reactively.
The more precise insights, brand alignment and marketing strategies an audit can produce are invaluable as they're the tools that enable organizations to position themselves for long-term success.
For more information on how your organization can benefit from a brand audit, schedule a meeting with RPR today, where R business is your business.
R Public Relations Firm’s Favorite Things Under $50: A Gift Guide from Publicists, Content Writers, and Marketers
The holiday season is upon us, and if you're a publicist, content writer, or marketer, you know how important it is to stay organized, inspired, and, of course, caffeinated. Whether you're looking to give something thoughtful to a colleague or need a little something for yourself, we've put together a list of our favorite things under $50 that make life a little easier, a little more fun, and, most importantly, more productive.
Here are R top picks—perfect for any public relations professional, marketer or content creator!
S'well Water Bottle – $25–$40
Move over Stanley, S’well is the new cool when it comes to staying hydrated. This Peacock blue is inspired by R logo and is also the key to staying productive, as the S'well bottle helps keep your water cold (or coffee hot) for hours. With its sleek, minimalist design and insulation technology, this water bottle will keep you refreshed as you power through your to-do list.
Why we love it: As busy marketers and PR pros, we’re always on the go, and having a high-quality water bottle that doesn’t sweat or leak is a game-changer. Plus, it’s eco-friendly!
Rahm Roast Coffee and Frother – $49.99
Every content creator, marketer, and PR professional knows that caffeine is the lifeblood of productivity. A cold brew coffee kit makes a fantastic gift for anyone who loves their coffee strong, smooth, and easy to make. Whether you’re gifting it to a colleague or adding it to your own holiday wish list, these kits make it easy to prepare coffee like a pro.
Why we love it: No more waiting in line for overpriced coffee—just brew your own, save money, and get back to writing your next press release.
“Steal Like an Artist” by Austin Kleon $10–$15
As professional writers, we love books, and these books are a must-read for any creative professional. Austin Kleon’s “Steal Like an Artist” is filled with actionable tips, creative exercises, and inspiring words to help you think outside the box. Whether you’re a publicist, writer, or marketer, this book will help you unlock your inner creativity and boost your productivity.
Why we love it: It's short, sweet, and full of practical advice that can help you take your work to the next level.
Bath Bombs & Candles – $15–$30
All work and no relaxation can lead to burnout. A set of luxurious bath bombs or a beautifully scented candle is a great way to help your PR colleagues relax after a long day of hustle. Look for natural ingredients and calming fragrances to create a spa-like atmosphere at home. Our latest obsession is Jo Malone, perhaps because we just opened the R UK office this year and want all things London!
Why we love it: Every publicist, writer, and marketer needs a little time to unwind, and this is the perfect way to indulge in some self-care.
CordBrick – $9.99
Creative professionals continuously manage multiple projects and devices at once. Plus, we know you’re always running around, so this keeps all cords and chargers handy and organized, even while traveling, working remotely, or heading into a Zoom meeting!
Why we love it: This compact solution keeps R cords organized and tangle-free. Ideal for anyone on the go!
VentaPak – $39.99
Marketers and PR pros are always on the go and need to have your handy laptop to work, but we don’t want the strain on our back! And this product works perfectly, whether traveling or working remotely, to avoid pain and also sweat since we need to always look glam!
Why we love it: This backpack spacer is so great its benefits bear repeating—more airflow and less strain. Plus, not only is it ideal for work, but it’s also perfect for hikers, travelers, or commuters! R team loves a good multi-use product!
Bowmar Nutrition Protein Powder – $49.99
R client and co-founder of Bowmar Nutrition, Sarah Bowmar, recently told us that the majority of women are protein deficient. Protein does so much good for your body, and an easy way to stick to those macros is by adding supplements like protein powder to your diet. A common misconception is that only “gym people” drink it, but it’s for anyone! It makes it even easier when companies like Bowmar Nutrition make it in so many yummy flavors like hot chocolate, blueberry cheesecake and peach cobbler.
Why we love it: As a team of mostly women, it’s important to prioritize our health. It’s easy to get caught up with client calls, emails and pitching, so having an easy source of protein to whip into coffee, smoothie, or alone as a shake can keep you feeling full for longer and improve your energy.
Le Creuset Wine Cooler Sleeve – $30
Le Creuset is best known for its Dutch ovens, but one of its sleeper products is wine cooler sleeves. Store it in your freezer and pop it over your favorite bottle of wine, and then you’ll be able to enjoy a perfectly chilled glass in only 30 minutes! Office happy hour, anyone?
Why we love it: After an awesome day of client connection and securing press, sometimes a glass of vino is the perfect way to celebrate. If you gotta chill a bottle on the fly, this is the solution!
Quince 100% Organic Cotton Oversize Cardigan – $49.90
This cardi from Quince is super comfy and cozy, perfect for those cooler winter months or that unusually cold workspace. Made with 100% organic cotton and in 11 different colors, its dropped shoulders and billowy sleeves make being comfortable at work fashionable.
Why we love it: It’s perfect for staying warm while in the office or effortlessly elevating your WFH Zoom outfit.
Aesop Resurrection Aromatique Hand Balm – $30
Everyone loves a luxurious hand balm, but when you’re constantly typing away at your computer or taking handwritten notes, it’s a necessity. This balm from Aesop is part skin-softening cream and part aromatic experience. Hydrate your hand while also enjoying relaxing, soothing scents.
Why we love it: Its grease-free formula keeps your laptop keys clean, and its delightfully citrus, woody, herbaceous scent makes it a nice pick-me-up!
Peepers Blue Light Glasses – $22
Fashion meets function with these chic blue light glasses from Peepers that are perfect for long days at work. They have a variety of different frames on their website, but these bold tortoise shells ones with bright blue highlights were calling R names. These are also sustainably crafted from recycled material, so you can feel good buying them. Plus, Oprah is a big fan of these!
Why we love it: We’re constantly staring at our screens, so any way we can reduce digital eye strain, stop headaches, and alleviate tired eyes, we’re game. The fun frames are just a bonus.
Scentbird – $9-17 (monthly subscription)
There are many aspects to putting your best foot forward as a marketer or PR pro, and we think scent is one of them! Scentbird offers luxury perfume brands at a minimal fraction of the price through a monthly subscription plan. The perfumes are designed to last for 30 days of use, but customers can choose to receive a new mini fragrance every month or bi-monthly.
Why we love it: Fragrances are a part of R personal styles and vibes. They play a role in how we present ourselves. Scentbird gives you an opportunity to have consistent variety in this niche aspect of your personal style and discover the scent notes that work best for you.
Cinnamon Project Incense – $40
This Cinnamon Projects incense has notes of carnation, leather, patchouli, and tobacco, creating a warm scent to fill your workspace or home. It brings such warm, woodsy vibes, which is a perfect combination with the incoming cold weather and cozy holidays.
Why we love it: R new office in Wedgewood Houston actually uses this incense! R team loves any opportunity to create a cozy atmosphere!
Colorful Hand-Blown Wine Glasses - Set of 6 – $39.99
Upgrade the office breakroom with these glasses, which come in six eye-catching colors that are sure to bring a pop of excitement to any gathering. Not only do the distinct shades make for a fun and playful atmosphere, but they also make it easy to keep track of which glass belongs to each individual. With a variety of unique hues to choose from, you can select your favorite color and relish all of life's colorful moments.
Why we love it: Whether you’re hosting a weekend dinner party or unwinding after a whirlwind day at the office, sometimes wine, cocktails or mocktails in a fun glass make all the difference! Treat yourself, and cheers to being a fabulous publicist!
Yeti Rambler – $40
Practicality and reliability are the mainstays of this water bottle. At 26oz, it’s large enough to last the average person throughout the day while still not being so large that it’s a hassle to lug around in and out of the office. Not only that, but the insulation on these bottles is top-notch and lasts all day!
Why we love it: For those with a busy schedule, it's very easy to put the needs of the body on the back burner to finish off those pesky to-do lists. Carrying around this Yeti Rambler just makes it that much easier to get the daily water intake that we need!
Thin Wild Mercury Fragrance Set – $30
Born in the Los Feliz Village area of Los Angeles, Thin Wild Mercury hosts a carefully curated line of fine fragrances. Each scent was designed to transport you into a particular cultural era in Los Angeles and New York. Thin Wild Mercury’s scents aren’t overbearing, but they are long-lasting and sure to add a sunshine-esque warmth to any space.
Why we love it: Whether it’s time to close R laptops and rest or increase R creativity, we love how the environment around us, whether sight, scent or sound, can significantly impact focus, mood and mental clarity.
Quilted Daydreams Softcover Spiral Lined Notebook – $34
Ethically sourced and plastic-free, Papier believes, "Stationary is more than pen and paper." The brand carries various designs and products guaranteed to delight every recipient. This unique product is a daily staple, encouraging individuals to brainstorm their next brilliant idea or reach for their goals.
Why we love it: There are few things better than a shiny, new notebook! While most have ample access to laptops, tablets and cellphones, there is something special about putting pen to paper.
Ranger Station Nashville Candle – $39
The Nashville candle mixes southern roots with the undercurrent of the city’s creative energy and identity. Our experience of Nashville is complex, and so is this scent, combining southern staples like magnolia and dogwood with classic elements of amber and musk. It smells like a late summer night on the porch, under the lights, trying to escape the humidity, dreaming out loud with the friends who’ll be there for you in every venture. This candle is an 8 oz. premium soy wax blend that’s poured and packaged by hand in Nashville, TN, and has a 30+ hour burn time.
Why we love it: We love supporting a local Nashville business. It is non-toxic and reminds us of working with fellow colleagues in the Nashville office even when we’re apart.
These gifts not only make perfect stocking stuffers or unique presents for publicists, marketers and content creators but also for friends and family who appreciate practical, thoughtful products. Happy gifting! 🎄✨
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.