Every brand, no matter which industry they are in, shares the common goal of creating more buzz around their business. Most brands put all their energy into paid advertising tactics whether it be social media ad campaigns, TV, radio, print ads, or billboards. But there is another way to generate publicity: Public Relations.
Public Relations, or PR, is the idea of creating coverage for clients for free, rather than through paid marketing or advertising. There are a few tactics brands can use to increase their brand awareness such as press releases, interviews and article publication.
Press releases are probably the most well-known strategy within PR. A press release is used when a brand has newsworthy information that they would like to share with the rest of the world. A release should be brief, straight-to-the point and not “sales-y”. These releases are distributed either via email or placed on a news wire and hopefully picked up by editors from various media outlets.
Another way brands can create media buzz is to pitch stories to editors that feature their brand or product. They key here is to not be too self-promotional. A great way to to do this is to find current news stories that your brand could comment on as an industry expert and then reach out to editors or reporters and offer your insight in the form of an interview. For example, if your business is in the automotive repair industry, and there happens to be a local or national news story on vehicle recalls, your company could comment on the dangers of faulty vehicle parts. Because your brand will be mentioned in the piece the reporter is writing, your business is positioned as an expert and creates more opportunities for potential customers to learn about your brand.
PR is a great way to get people talking about your brand without looking too promotional. If you need help creating a PR strategy to gain more publicity for your brand, contact Brand Iron today.