PR
Case Studies in Cause Marketing: 3 Examples of How To Do It Right
Cause marketing is becoming more and more popular among brands. Yes, because they want to do good in the world, but there are also a number of other benefits as well. However, for maximum impact (for your brand and your cause) there are some things you need to keep in mind. Check out these three case studies for examples of cause marketing done right.
The Benefits of Cause Marketing
By definition, cause marketing is a cooperative effort between a for-profit brand and a non-profit for the mutual benefit of both. The benefits include increased:
- Sales for the brand
- Money contributed to the non-profit
- Connection with consumers
- Awareness of the cause
Keep in mind that cause marketing doesn’t have to focus on just national or global causes. It can and should focus on local causes as well.
Cause Marketing Case Studies
These examples showcase some of the recent cause marketing campaigns we’ve done for R clients.
1. Local Moves Studio’s Partnership with NAMI San Antonio
20-year fitness trainer and endurance athlete, Thomas Roe (T.Roe), whose techniques and expertise have benefitted clients all over Los Angeles, and have been featured in People, LiveStrong and Active, brought his passion for training, teaching, and inspiring change to San Antonio, Texas last fall when he opened Local Moves Studio. As part of the grand opening celebration, R team helped Local Moves partner with the National Alliance on Mental Illness (NAMI), San Antonio, to donate all proceeds made from classes during that weekend to the organization in addition to a $1,000 donation from the studio. NAMI was also onsite to offer information on mental health as well as their services.
This cause is particularly important to Roe as his life has been affected by mental illness in his immediate family. In fact, his approach to fitness at Local Moves is unlike any other circuit training because it also fosters community in order to support mental health by having clients partner with a buddy to motivate and keep each other accountable during workouts and outside of the studio. Roe encourages stepping out of your comfort zone not only physically, but also socially so you can meet others in the community and create bonds with each other to show support while working out, as well as through everyday life.
2. The Gentle Barn Turkey Guardian Campaign
This past fall as we approached the Thanksgiving holiday, R team helped The Gentle Barn, a national non-profit animal rescue group, with a campaign asking consumers to protect turkeys rather than serving during the holiday season. Their Turkey Guardian program provides the opportunity to sponsor one of five turkeys – Romeo, Sun, Luke Skywalker, Heather, or Smudge -- for a one-time donation of $35. Other options include sponsoring the entire Flock for a one-time $150 donation, or The Flock Plus sponsorship, a $1,000 one-time donation, which includes a special Zoom event with the founders.
These funds support the organization’s efforts to rescue, protect and provide a safe and loving living environment for a range of severely abused animals at their sanctuaries located in California (Santa Clarita), Tennessee (Nashville), and Missouri (St. Louis). Sponsors also receive a Certificate of Turkey Guardianship, which includes the turkey's bio, a beautiful photo, and interesting facts about the turkey or turkeys they have chosen.
The idea behind this program is to generate understanding about what these innocent animals are really like as most people don’t realize that turkeys are affectionate, intelligent, and very social. It’s part of their unique philosophy connecting their animals’ stories of survival and healing to the personal experiences of underserved and special needs children who have suffered physical, mental, or emotional trauma. By interacting with animals in The Gentle Barn’s programs and taking a hands-on role in their welfare, they learn empathy, trust, and forgiveness.
3. Aramark Uniform Services Corporate Giveback After 2020 Nashville Tornadoes
On the night of March 2, 2020, a line of tornadoes struck Nashville, Tennessee wiping out beloved local businesses, family homes, and anchor institutions in the community. In the aftermath of the wreckage, one of the many buildings destroyed was Aramark Uniform Services. As a result, over 2,400 of their loyal customers in the service industry and health care facilities throughout Middle Tennessee were without clean, essential uniforms.
As part of its commitment to the Nashville community, Aramark continued to service these customers even while rebuilding their local facility by diverting 550,000 pounds of laundry to seven neighboring Aramark facilities to ensure they didn’t experience service disruptions during a time of need. Aramark also assisted the Nashville community in planting trees in the neighborhoods that were hardest hit by the tornado.
As a long-standing member of the Nashville community, Aramark wanted to make sure its customers, employees, and neighbors knew they weren’t forgotten and enlisted R team to create awareness. It’s also why they were determined to rebuild in the same location, bringing with it a range of employment opportunities as the new facility opens in March of 2022.
For more information on how R team can help your brand with cause marketing, click HERE to schedule a FREE Discovery Call today!
What Crisis Management Is and Why You Need a Publicist ASAP
Crises happen so often in the business world that there’s an entire subset of public relations devoted to them known as crisis management. Given that how you respond to a crisis can either boost your brand or damage it significantly, crisis management is as essential to your business as the Keurig your team relies on to function. Or is that just R team? In all seriousness, the right publicist can be the key to effective crisis management. Here’s how.
What is Crisis Management?
The word “crisis” is defined as a time of intense difficulty, trouble, or danger. While that may seem ominous, a crisis for your business is really any unanticipated event that could disrupt your operations and/or cause potential harm to your brand reputation including:
- Product recalls
- Customer injuries
- Employee misconduct
- Security breaches
- Natural disasters
As such, crisis management is the art of not only responding effectively to events that have occurred, but also your strategic approach in anticipating crises.
How Can a Publicist Help?
A publicist can help with both aspects of crisis management. For example, R team is specially trained in the communication tools and techniques necessary to react promptly and strategically in a crisis as well as in identifying any potential vulnerabilities proactively. What’s more, because of our experience in the restaurant, hospitality, retail, health and wellness, business, and non-profit industries we’re uniquely equipped to help lifestyle brands with crisis management. Specifically, the benefits of partnering with a publicist include:
- Peace of mind – When a crisis hits, panic often ensues and that’s when mistakes happen. Likely this isn’t something you or your team deal with every day so it’s natural to be overwhelmed and not sure what to do. A publicist can take that worry off your shoulders, acting swiftly and surely on your behalf to protect your brand in the public eye.
- Freeing you to focus on the crisis – Realistically, you’ve got much more to worry about in a crisis than public relations alone. Having to split your focus between what to say in public as well as to your customers while also working to resolve the crisis itself is anything but ideal. With a publicist handling the media and your message, you’re free to focus on where you’re needed most.
- Controlling the narrative – Speed is everything in a crisis, particularly how fast you communicate about it. It’s so much harder to change perception once it’s in the news and/or on social media than to drive the message initially. While you’re wondering who to contact and what to say, things can quickly spin out of control. You avoid that entirely with a publicist because they can help you get the right message to the right people right away.
- Making the most of the situation – Often it’s just as much about how you say something as it is what you’re saying. A publicist has the training and the finesse to get your message across in a way that puts your brand in the best light. Yes, you want to be authentic, honest, and transparent about the crisis, but you also want the media as well as your current and potential customers to see the bigger picture. One crisis does not have to define your brand, and with effective crisis management, it won’t.
To learn how R team of publicists can help your brand with crisis management, schedule your FREE discovery call today!
Different Types of PR Campaigns – Is Local, National, or Seasonal Best for Your Brand?
While there are a number of elements involved in a successful PR campaign, one of the most important is how well you target your message. We’re not just talking the ‘who’ like whether it’s going to business executives in a particular industry or stay-at-home moms with a passion for clean eating. It’s also about the ‘where’ – local or national – and the ‘when’– seasonal or evergreen. What difference does it make? R team has the answers.
Local PR Campaigns versus National PR Campaigns
Admittedly, it can be tough to find the right balance between local and national PR. Especially if you’re a national brand! A big part of it comes down to budget because national campaigns can be costly when it comes to paid media, although they allow you to reach a wide audience. But if you only have the funds to reach them once, it may not be worth it as repeated exposure to your brand is what makes the most impact. What’s more, you’re facing much more competition at a national level both in paid media and earned media.
On the other hand, if your brand is looking to increase sales, introduce a new product or service, or has a specific message relevant to a particular city, state, or region then a local PR campaign might be just what you need. Not only is it more affordable for your paid media efforts so you can engage your audience more often when it comes to earned media, but you’ll also face less competition in local and regional publications as well as in organic search giving you higher visibility there too. The key here is to do your research to make sure your audience (the ‘who’) is large enough in your chosen area to reach your goals.
Seasonal PR Campaigns
With Valentine’s Day coming up, you’ll notice many brands referencing the holiday in their PR campaigns. Is that a bandwagon your brand should jump on or would an evergreen campaign that can be used at any time of year be just as effective? There are a couple of considerations here. One, does your campaign relate to the holiday in any way? If you’re offering Valentine’s Day specials or your brand relates to love or relationships, then yes, a seasonal PR campaign makes sense. However, if your brand offers resume services, debt management, or something completely unrelated to this holiday, then any seasonal tie-in may seem gimmicky and more likely to fall flat.
Another consideration is your audience itself. If they are outside of the United States, you don’t want to create a seasonal PR campaign around Thanksgiving, for example. Or perhaps you need to adjust the timing of your seasonal PR campaign if you’re focusing on summertime and your audience doesn’t experience warmer temperatures until later in the year. In all, seasonal campaigns work best when they are relevant to the holiday, time of year, etc., AND your target audience.
R team has expertise in local PR campaigns, national PR campaigns, and seasonal PR campaigns as well. We specialize in the restaurant, hospitality, retail, health and wellness, business, non-profit industries and can help you determine the most effective type of PR campaign for your brand. Learn more about our public relations services and schedule your FREE Discovery Call Today!
R Publicists Favorite Things 2021!
As publicists, writers, idea sourcers, word weavers, and people who like to stay ahead of trends, we are all about the season of gifting and making lists. In fact, some may call us experts! Plus, who doesn't love to get some presents?
This year we chose things that are all under $100 and that we think should be on all of our wish lists.
Happy Holidays, from R team to yours!
Emily and the RPR firm crew
Meet Bridget Lewis: R cool as a cucumber content marketing Queen Bee.
1. Puremotion Shoes:
When I am not working I am moving, or want to, so these kicks are on my list! ($56)
2. Stacking Rings:
Because I type all day, I’m always looking at my hands and I heart these stacking rings. ($57)
3. YETI Bottle:
Because...coffee! I need this. ($50)
Meet Ainee Hamza: R incredible, uber-organized cat-loving campaign assistant.
1. Planner Pads:
I still stick with paper for planning as it's always on my work table in front of me and always opt for these organizers. ($18)
2. Mi band 6:
For tracking my activity, I love Mi band 6. ($99)
3. Marble Lazy Susan:
This is another favorite because I love to cook. ($99) I also have my eyes on this Target Electric Griddle! ($26)
Meet Queen Bree: R in-house BBQ expert, punny social media caption creator, and all things clever when it comes to content!
1. Giant Glass Jar Candles:
I’m addicted to these candles from Anthropologie; they’re the perfect mix of berries, cinnamon, and vanilla. They come in beautiful designs and different sizes. I have them throughout my entire apartment. ($68)
2. Cloud Cotton Robe:
As we enter the colder months, the only thing that’s on my mind is being as cozy as possible and I love a good robe to wear when snuggling up on the couch with a hot drink and book. ($99)
3. Fujifilm Instant Camera:
“Shake it like a polaroid picture!” This camera gives you vintage keepsakes in less than a minute, and they come in fun colors. ($79)
Meet Madison Baber: R account manager and media maven.
1. Wild One Harness Walk Kit:
Perfect for the pet-lover in your life, with this dog harness and leash combo, style meets function. The monochrome design is ultra-chic while also being super comfy, lightweight, dirt-resistant, and water-proof. ($98)
2. Sephora Favorites Bestsellers Perfume Sampler Set:
Perfumes are difficult to gift but this sample set from Sephora takes out all the guesswork! Featuring 13 of their top-selling fragrances, there’s something they’re bound to love. I love that once you choose your favorite, you can take the included scent certificate to any Sephora store to redeem for a full size at no extra cost. ($68)
3. Fruit & Veggie Food Huggers:
Better than a plastic bag, these food huggers are an eco-friendly alternative to keeping all your leftover cut fruits and veggies fresh! The fit is snug and airtight, plus they can be used for cans, bowls, and jars! ($14.00 for a set of 5, but on sale now for $9.80)
Meet Colter Bergh: The Dad of the group, the IPA all day meets INTJ and lead tech talent!
1. Bitcoin & Eth:
My choice to protect against inflation and invest in the future. ($100)
2. Ledger Nano S:
This is perfect for storing Crypto securely in an offline wallet. ($59)
3. Audio-Technica Headphones:
Because I like to tune in to tune out and good sounds help me get into a flow state. ($69)
4. CBD:
Because with five kids and a powerhouse of a wife, I need to keep calm in the storm. ($25)
Meet Emily Reynolds Bergh: R fem founder, mom of five, lover of vintage shoes, boutique hotel sleeps, and keeper of R business.
1. Amber KRS Black Onyx + Diamond Ring:
I am a sucker for hand-crafted jewelry. Amber Krs is a new client of ours and I have been eyeing her Black Onyx diamond ring. It screams unique, powerful, and has a touch of femininity; her art is all so clean and thoughtful. This is a bit over the $100 budget but you can make payments, that counts right? ($325)
2. Triangle Diamond Stud Earring From Robin Haley:
Of course, I am also a super fan of Robin Haley Jewels too. The diamond triangle studs have my heart! ($97)
3. Flamingo Estate Tuscan Rosemary Soy Candle:
Recently gifted to me for my birthday by the incredible Julia Hefflefinger, I cannot stop smelling this candle and thinking someone is making me homemade focaccia drizzled in olive oil and crisp rosemary. It’s also one of Oprah’s favorite things too! ($45)
Meet Julia Heffelfinger: R recipe creator, editor of all things that make our hearts melt and crave.
1. Papier Scallop-Rimmed Stationery:
In a time when email and texting are the norms, I love sending and receiving a little personalized note in the mail. It’s even more fun when you have cute, personalized stationery to write it on! ($28/10 cards)
2. Food52 x Green Pan Skillets:
I’ve been eyeing these nonstick skillets from the Food52 x Green Pan collaboration for a long time. I just love the gold handles and fun colors—so much more visual and fun than your typical black skillet. (8-inch & 11-inch skillets/$92)
3. Farmhouse Pottery Paper Towel Holder:
Your paper towels now deserve a spot on the countertop thanks to these boldly-painted wood holders from Farmhouse Pottery. I have my eye on the ochre one! ($68)
4. Piped Edged Hand Towels:
I love the subtle pop of color in these plush bath towels. ($58)
Meet Kat Fleischman: R newest publicist and Miami heat Latina, mama to be is a pizza lover who also lives by the sea (and we’re jealous!).
1. The SIll Plant Subscription:
All I want for Christmas, Hanukkah, and all the things is this Classic Plant Subscription because plants make me happy! ($55-65)
Second on my list is this cute little porta printer, because everything small and cute, and also portable, is just better! ($70)
3. Portable Charcoal Grill:
Grill girl grill! If Santa is in a grilling mood, get mama these coals! ($30)
Meet Holly Cowan: R mom of three, grammar gal, and editor of all things content.
1. Teva Flip Flops:
As a southern girl, I love a good pair of flip flops and these are the best. They’re cute enough to wear anywhere (which I do) and they come in a variety of colors (I may have them all). Plus, they’re made from recycled material and when you’re ready to retire them, send them back so they can be recycled again into running tracks, playgrounds, and more. Pretty cool! ($25)
2. Oversized Super-Soft Plush Throw:
I love to curl up with a good book and this throw is my go-to for coziness. It also comes in all kinds of fun designs to suit your mood, hobbies, or the season! ($22)
3. Kindle Unlimited Subscription:
To make sure I have an unending supply of those good books that I mentioned above, I love my Kindle unlimited subscription. You can use it on any device with the free Kindle app. It makes a great gift and is on sale for the holidays. ($80 for a 12-month subscription)
So You Think You Need PR?
So You Think You Need PR? What Does That Really Mean and What Are You Signing Up For?
You’re an entrepreneur, a start-up, a small business, or a non-profit and you’ve been told you need PR to take your brand to the next level. But what exactly is PR? And if you enlist these kinds of services, what can you expect? Most importantly, how exactly can PR help your brand?
Here's R take on all these questions.
PR Defined
Most people assume that public relations (PR) is the same thing as marketing, but the two are actually very different. The goal of PR is to influence, engage and build a positive relationship and/or image with your target audience through:
- Corporate communications
- Crisis communications
- Investor relations
- Media relations
- Influencer relations
- Reputation management
- Event promotions
You’ll use tools such as press collateral, editorial placements, social media placements, media and influencer outreach, and list development as well as sponsorship and partnership coordination to do so.
The goal of marketing, on the other hand, is is to build awareness of and to promote/sell your product(s) and/or service(s) through:
- Brand marketing
- Advertising
- Content
- Search engine marketing
- Social media marketing
- Targeted marketing campaigns
- Conference and trade shows
Marketing uses tools such as sales collateral, blogs, websites, email, and direct mail to achieve that goal.
Clear as mud? The main difference is twofold. One, PR is typically not paid and thus requires cultivating and maintaining relationships with media and influencers. And two, as such you lack some control over the narrative with Public Relations, however it is often seen as more credible.
What You Can Expect from a Public Relations Firm
When you enlist a PR firm, they will help you to engage with your audience and maintain a positive public image using their expertise and relationships with media as well as influencer contacts to ensure your message(s) is covered in the right places at the right time. We R a boutique PR firm that has a number of benefits over large agencies including:
- Area of expertise – Boutique PR firms are focused in a particular area of expertise. For example, R firm lifestyle brands including those in the restaurant, retail, hospitality, health and wellness and startup industries.
- Personal touch – Large agencies often woo clients with senior staff and then pass you off to a junior team. With a boutique PR firm, you work with exactly the team you signed on with from beginning to end. What’s more, small businesses usually equal small fish for the large agencies and the amount of time spent on your Public Relations may reflect that. Yet you’re always number one with us!
- Less bureaucracy – The larger an agency is the more bureaucracy you’ll likely find. Boutique PR firms have more freedom to be collaborative, responsive, and adaptable to your needs, more like an extension of your own team. And here’s a secret, many boutique Public Relation firms, like Rs, are run by PR professionals who’ve left large agencies so they could get back to the work they love on their own terms!
- More budget-friendly - Large agencies may charge upwards of $500 an hour, however, boutique Public Relations firms may charge as little as $150 an hour. In addition to hourly billing, you may also have the option of a Public Relations retainer which is a lump sum that you pay for services each month. The amount paid depends on how much work you need to meet your PR goals and your budget – again also tack on overhead costs for larger agencies. R firm is mindful of budget for our clients and, in fact, offers a 6-month program known as Launch which includes developing a brand identify, PR plan and campaign for smaller brands who qualify.
Benefits of PR
There are so many benefits of PR, but at the same time, they depend on your goal(s). That’s why we always start with a Discovery Call because once we get to know you and learn your goals, we can create a proposal with a customized service outline that details the specific benefits of PR for your brand. But, in general, the benefits of Public Relations include:
- Increasing brand credibility
- Enhancing online presence
- Increasing brand awareness and positive brand image
- Increasing profits, sales, and leads
For R help with your PR, learn more about our public relations services. Or, schedule your FREE Discovery Call Today!
Gift Guide for Your Foodie Friends
Can you believe the holiday season is just around the corner? I know it’s still considered fall, but before you know it we’ll be in December and as some say, if you’re not early, you’re already late! If you have a food-obsessed family member or friend you’re shopping for, we’ve rounded up some awesome options like barbecue delivered to you, cookbooks to up your recipe game and plant-based probiotics to easily boost your diet.
We would love to be considered for any upcoming editorial coverage that may fit your needs for the holiday season! Would you please reach out should you need anything or have any questions? Thanks!
Davila's BBQ
Davila's BBQ,Seguin, Texas's barbecue from award-winning, third-generation pitmaster Adrian Davila, is offering to ship their 'cue to you! Through Goldbelly, you can order their amazing mesquite-smoked beef brisket, pork ribs, lamb ribs, and more right to your door from anywhere in the country. Davila balances sweet and smoky heat with a distinct Latino influence, characterized by Native American cooking techniques from the South Texas region. Perfectly pre-seasoned and smoked, all you have to do is throw them in the oven!
Davila not only keeps the tradition of the past alive in his restaurant but also in the pages of his cookbook, Cowboy Barbecue: Fire & Smoke from the Original Texas Vaqueros. In the book, he passes down the traditions of the vaqueros, the Latin American cattle herders who once roamed the plains of Texas and Mexico, and shares the stories of the Tejano community through food.
Visit them today!
418 W Kingsbury St; Seguin, Texas
830.379.5566
Tuesday through Sunday: 11:00 a.m. to 8:00 p.m.
Closed Monday
Peg Leg Porker
Peg Leg Porker, Nashville’s must-stop barbecue spot for locals and tourists alike, will ship their 'cue to you! Through Goldbelly, you can order their amazing barbecue and more right to your door from anywhere in the country. Owner Carey Bringle’s BBQ is known for its addictive sauces and juicy, smoked-to-perfection pork ribs that are drenched with a spicy dry rub after they are cooked. Perfectly seasoned and smoked, all you have to do is throw them in the oven!
Not only that, Bringle is the only award-winning pitmaster and Bourbon ager in the world. To get his bourbon’s signature flavor, he starts with a Tennessee bourbon. Then, he filters it through hickory charcoal that he burns down in his pits at Peg Leg Porker. Working with smoke every day, Bringle understands it just like any other ingredient and uses its smoothness to add depth in barbecue and bourbon. His signature series features a 4-6 Year White Label, 8-Year Grey Label, 12-Year Black Label, and a 15-Year Pitmasters Reserve Tennessee Straight Bourbon. Learn more here.
And last, whether you’re a senior stoker of the flames or find your skills to be lacking, Bringle’s guide, BBQ for Dummies, teaches you the ins and outs of everything you need to be a professional pitmaster. It features over 50 recipes for marinades, rubs, injections, sauces, and more, plus the book provides tried-and-true advice on barbecuing and smoking. If you’re looking for a guide that shows you how the pitmasters really do it, look no further to unlock the secrets of great barbecue.
Visit them today!
903 Gleaves St; Nashville, TN 37203
615.829.6023
Monday & Tuesday: 11:00 a.m. to 9:00 p.m.
Wednesday through Saturday: 11:00 a.m. to 10:00 p.m.
Small Town Cultures
When it comes to versatile, yet delicious plant-based ferments, Small Town Cultures is the way to go. Lake Placid, New York native and Founder, Cori Deans, began the business creating turmeric kimchi, fermented jalapeños, pickled red onions, preserved Meyer lemons, and more, initially for her inner circle and then in local farmers’ markets. Now the woman-owned, family-run business has expanded to shops all across the country. Top your tacos with their fermented sliced jalapeños, pop some chopped, fermented Meyer lemon on your fruit parfait, or give some bite to your next burger with their raw, fermented red onions. You can treat your tastebuds while catering to a sensitive stomach at the same time, improving both your health and mood through clean, healthy foods. For a location near you, try their “Find Us” locator.
Learn more about them!
https://www.smalltowncultures.com/
Instagram: @smalltowncultures
7 Ways Public Relations Can Improve Customer Experience
While there are many aspects of the customer experience, there’s one thread that links them all: communication. It’s the key to your customer relationships. And there’s no better way to build and nurture those relationships than through the strategic communications power of public relations (PR). It just so happens that PR is our specialty and we can show you just some of the ways it can help improve customer experience.
- Creating Your Narrative – Your customers need to be aware of your brand’s positioning as well as the benefit and value of your product/service in a way that resonates with them. PR can help you relay those messages effectively and consistently across multiple channels.
- Understanding Your Customers and Your Market – A big part of PR is knowing who your customers are, where they are and what drives them. Armed with that information, you can develop PR strategies that make sure your brand is in the right place at the right time with the right message.
- Using Customer Feedback to Your Advantage – A customer satisfaction survey is no longer the only way in which you’ll gain feedback from customers. It’s still important, for sure, but now you’ll receive customer questions, praises and complaints (hopefully not) through a number of channels including social media. PR is crucial here, in not only controlling the narrative – promoting the positive, anticipating needs and addressing concerns – but also in presenting an open, transparent and timely image of your brand.
- Showing Your Customers The Way – Through the customer experience that is. Your buyer’s journey likely has multiple steps and PR can help you direct your customers through those steps with communications tailored to provide the information they need when they need it.
- Keeping Customers Engaged – Once your customer buys, that shouldn’t be the end of the story. PR can also help you keep them engaged by making sure they are in the loop on new offerings, updates to your products/services and your brand as well as by providing content that’s relevant to them.
- Navigating a Crisis – Whether it’s a problem with your product/service, an issue in the industry, or an unforeseen event like COVID-19, crises can and will happen. In these circumstances, PR can literally be your lifeline with customers. The right PR communications strategy can help you effectively share information, address the impact to your customers, and let them know how you’re remedying the issue(s).
- Building Relationships Beyond the Customer – Direct communications with your customers is important, no doubt. But there’s a credibility that comes with your brand being presented in a positive light through outside sources as well. That’s why relationships with the media as well as influencers are so important. Cultivating as well as maintaining those relationships is a key component of PR.
R team has expertise in the restaurant, hospitality, retail, health and wellness, business, non-profit industries and works with lifestyle brands in Nashville, Austin, San Antonio, New York, or anywhere in between. We’d love to help improve your customer experience with PR. Learn more about our public relations services. Or, click HERE to schedule your FREE discovery call today!
R Frequently Asked Questions on PR Buzzwords
PR is all about generating ‘buzz,’ and perhaps that’s why there are so many buzzwords in the public relations space. But with that comes just as many questions and we always want R clients (and potential clients) to be in the know. So, we’re clearing up any confusion on what PR is, how it works and how it can benefit your brand with these FAQs.
What is public relations (PR)?
In general, public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups and people it serves. As such, PR is often referred to as ‘free advertising’ because it primarily includes earned media such as:
- Mentions in the news as well as reviews
- Positive comments from customers on social media
- High organic rankings on search engines
How is PR different from marketing?
The short answer. The primary difference between the two is that marketing is focused on promoting a specific product, service or idea; and increasing sales, while public relations is focused on maintaining a positive reputation for the company overall. Check out our recent blog to learn more.
What do PR people do?
People who work in PR have many different titles, but the goal is one and the same; to create and maintain a positive public image for their employer or client. They use techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. For example, R PR services include:
- Campaign development and management
- Media relationships
- Influencer relationships and marketing
- Media training for staff
- Content creation
- Pitching
- Traditional and digital media placements
- Editorial advance placements
- Community partnerships
What are the benefits of PR?
There are a multitude of benefits for brands that implement effective PR strategies. We could go on for days, and that’s why we always start with a discovery call. Because once we get to know you and learn your goals, we’ll create a proposal with a customized service outline that details the specific benefits of PR for your brand. But, in general, the benefits of PR include:
- Increasing brand credibility
- Increasing brand awareness and positive brand image
- Increasing profits, sales and leads
- Enhancing online presence
What is lifestyle PR?
Practitioners who work in lifestyle PR, like R firm, specialize in brands within industries that include restaurant, hospitality and retail as well as health and wellness. All of the same PR goals, strategies and techniques still apply, but this segment of PR tends to focus on the things people aspire to have, to achieve or to maintain a certain lifestyle and the brands that can help them achieve that. Success in lifestyle PR requires a more inherently relatable and personal approach, which is why we love it so much!
What is the price of PR?
Large PR agencies may charge upwards of $500 an hour for their time, however, smaller agencies or consultants may charge as little as $75 an hour. The average hourly rate at a larger PR agency is currently between $150-$250 per hour. R founder, Emily Reynolds Bergh, explains the value boutique PR firms can offer, “As a small business, we are mindful that not everyone can spend big when it comes to PR. So, we also have lower budget options in which clients can apply. One is based on promoting a specific project. The other is designed to support a solo entrepreneur for 6 months by developing their reach and brand identity, as well as a PR plan and campaign to launch them into the market in which they seek to connect. The end game is long-term relationships, not just a mass press release. And that provides ongoing value for your brand (and us).” Learn more about PR pricing in our recent blog.
What is a PR retainer?
In addition to hourly billing, you may also have the option of a PR retainer for the services you need. A PR retainer is a lump sum that you pay to the public relations agency or professional each month for their work. The amount paid depends on how much work you need to meet your PR goals and your budget, so it’s important to be specific about both in your preliminary communications. Your monthly statement should itemize any work performed as well as any expenses that were not included in the retainer. You should also be able to request the right to approve any expenses over a certain amount before they are incurred.
What is Newsjacking?
When hiring a publicist, one technique in which you want to make sure they are skilled and experienced is newsjacking. Newsjacking is the practice of aligning a brand with a current event in an attempt to generate media attention and boost the brand's exposure. Brands create related blog content and social posts to instantly reach a wider audience. Essentially, if you see an article written about a competitor or someone with a similar brand, you can have your publicist reach out to that media contact and ideally get your brand included in a similar story or an update to the one you may have seen! How cool is that?
For R help with your PR, learn more about our public relations services. Or, click HERE to schedule your FREE discovery call today!
What's the Difference Between PR and Marketing?
You’d be surprised how often we are asked about the difference between PR and Marketing. So often, in fact, that we’re dedicating this entire blog to it! Many people believe that public relations (PR) and marketing are one and the same. But while they are both essential components of your brand’s communications strategy, that’s where most of the similarities end. Here’s how PR and marketing truly differ and how impactful each can be for your brand.
The Particulars of PR
The Public Relations Society of America (PRSA) defines PR as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The goal of PR is to influence, engage and build a positive relationship and/or image with your audience. Some of the tactics commonly used include:
- Corporate communications
- Crisis communications
- Investor relations
- Media relations
- Influencer relations
- Reputation management
- Event promotions
PR tools typically include:
- Press collateral
- Editorial placements
- Social media placements
- Media and influencer outreach and list development
- Sponsorship and partnership coordination
More on Marketing
The American Marketing Association (AMA) defines marketing as, “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” The goal of marketing is to build awareness of and to promote/sell your product(s) and/or service(s). Some of the tactics commonly used in marketing include:
- Brand marketing
- Advertising
- Content
- Search engine marketing
- Social media marketing
- Targeted marketing campaigns
- Conference and trade shows
Marketing tools typically include:
- Sales collateral
- Blogs
- Website
- Direct mail
How PR and Marketing Differ
PR and marketing are most effective when used together as part of an overall communications strategy because they serve different but equally important goals. That said, two of the primary differences in PR and marketing are:
- The relationship required with media and influencers
- Control over the narrative
Traditional PR is typically not paid (see our previous blog on Earned Media versus Paid Media) which makes relationships with the media as well as influencers so important. Most brands neither have the time nor the expertise to cultivate and maintain these relationships, which is where R firm comes in. We have incredible direct media contacts and use that bridge to ensure your message(s) is covered in the right places at the right time.
In marketing, you pay to play so to speak so those relationships aren’t necessary AND you have full control over the narrative. Take advertising for example; the publication will place your message (ad) in the size you select, on the date(s) you select and repeat it in the frequency you select based on your budget.
You don’t have as much control over the narrative in PR. Even if you get the coverage, you’re not guaranteed the message will be exactly as you would like it to appear. Again, that’s where R expert team comes in, we know the ins and outs not only in getting covered but in getting your message conveyed in the most positive and appealing light.
For R help with your PR, learn more about our public relations services. Or, click HERE to schedule a FREE discovery call today!
Where PR and SEO Intersect
While they may seem like two completely different aspects of the marketing spectrum, you can think of PR as the yin to SEO’s yang. It’s true! PR can help with your SEO and vice versa, but even better is the fact that while few brands fully understand the impact, even fewer know how to maximize it. Luckily with R tips, you’ll be one of them – giving your brand the advantage!
Why PR and SEO Work So Well Together
First and foremost, it’s because PR and SEO have similar goals, including brand awareness and controlling the narrative around a brand, product, or service. But while the tactics may be different - think keywords in SEO versus press releases in PR– they benefit each other.
For example, high-quality backlinks from credible media sources (or influencers) that write about your brand can give your website higher domain authority in the eyes of the ever-powerful Google. That means your website moves up higher in search results, driving more organic traffic and, ideally, more conversions.
Brand mentions as a result of your PR efforts can also help you rank higher for certain keywords in Google as well, particularly local brand mentions.
Yet another way PR and SEO can work together is to break down silos in your marketing. Often, the PR side and digital/SEO side of your team work separately, which often means their efforts aren’t entirely consistent with each other. The trouble is, maintaining a consistent brand message in this connected world of ours is absolutely crucial. By working together, you’ll have even greater and more impactful reach.
How PR and SEO Can Work Better Together
Now that you understand why PR and SEO work so well together, it’s time to learn how to maximize that impact. R tips include:
- Be smart about backlinks - Most of the time, press releases or other types of PR will include a link to the homepage of your website. While those types of backlinks are good; often backlinks to internal pages are even better because they are more focused and it’s within those pages that you dive into more of your expertise.
- Consider your content – This is for both PR and SEO. Content needs to be relevant and targeted. In doing so, you’re not only more likely to score those brand mentions, backlinks, and media impressions in general, you’ll also be seen as a more credible and trusted source by Google as well as your target audience.
- Build relationships – This has always been a crucial aspect of PR, but it should be for SEO too. With PR, you’re building relationships in the media and with influencers. For SEO, it could benefit your brand, product, or service to connect with bloggers or websites that are important in your industry by asking for links and/or mentions.
- Track and Improve - Historically, it’s been hard to track mentions – remember the days of press clippings? – ugh! But, with PR and SEO working together, you’re better able to track whether those backlinks and mentions are leading to more traffic and conversions. Then, using that data, you can continue to refine your approach.
For R experienced help with your PR and SEO, click HERE to schedule a FREE Discovery Call today!
