At Boss Media PR, we’re often approached by brands in the latter stages of launching (most times, after they’ve launched, after they’ve composed brand campaigns and tried various marketing tactics, and usually when they feel like they’ve exhausted all other options). Why, you ask? Well, PR (public relations) is fundamentally misunderstood. Often thrown in the too hard basket or as a last minute ‘nice to have’, it gets overlooked and undervalued. Yet with today’s 24/7 news cycle, social media at everyone’s fingertips and shrinking attention spans, PR is becoming more important than ever. So how can you use PR to elevate your brand?
Content-Led PR
The constant noise consumers are being fed via various avenues (hello social media and the 24/7 news cycle) means that content-led PR is the key to capturing attention in a unique way. These days, just hitting send on a generic press release won’t cut it. At Boss Media PR we’ve found that content-led PR is the key to positioning brands as a leader in their space, but more importantly, the way to build meaningful connections with your consumer. A focus for us is always looking beyond the product or service and tapping into the story and experts behind the brand. A recent example of this is a campaign we rolled out for Mukti Organics, who were looking for publicity for their book Truth in Beauty. We approached this launch using various PR tactics, but the one that generated substantial publicity was leveraging the content from the book. We did this by offering exclusive excerpts, along with edited excerpts, byline articles and Q&As with the founder. This approach not only garnered incredible media results in the likes of Mamamia, NZ Herald, Better Homes and Gardens, WHO magazine, Professional Beauty, SPA + Clinic Magazine and the list goes on. This tactic also helped us control the brand’s messaging and resonated deeply with Mukti Organic’s target consumer.
Leveraging Multi-Channel Strategies
Gone are the days of relying solely on traditional media outreach (publicity can come from the most unlikely places)! We believe successful PR strategy requires a 360 approach that can seamlessly integrate various channels. What’s more, it can carefully position the brand and its founders as true experts in their field (and often flip things on their head when it comes to being proactive versus reactive). For instance, when launching a new product, we might:
- Conduct media training with the brand’s founder or experts so they are ready for anything (TV, podcasts, radio, you name it)
- Create content for the brand that can be used for PR purposes (as well as repurposed for the brand’s own channels)
- Leverage content for exclusive features, founder interviews and brand profiles
- Send creative mailers to secure product placement and brand or product profile features in publications, along with considerable social media chatter
- Position the brand founder as expert in their field to tap into TV, radio, podcast interviews and speaking engagements
- Collaborate with relevant influencers for authentic product reviews and UCG content that the brand can leverage
- Host a launch event or activation for key media and stakeholders (whenever budget allows)
- Devise a creative campaign that can spark media interest like the time we put fake parking tickets on cars
- Use shareable PR and social media content to amplify the message
This multi-pronged approach ensures maximum visibility and engagement across different platforms.
The Power of Authentic Partnerships
Devising a strong story behind the brand is at the core of effective PR, but so is building authentic partnerships. With the right person aligned to your brand, the sky’s the limit! Same goes for ensuring that your brand’s relationship and perception from the media is nurtured. For any relationship or partnership, we focus on creating authentic ones that align with the brand’s values. For a recent beauty client, we paired them with a model who genuinely loved their natural products. We signed the model on as an ambassador and watched the media opportunities roll in! But perhaps the most interesting part about that campaign was the way that this partnership elevated the brand’s credibility. The content felt natural and resonated strongly with the target audience, leading to increased sales and positive brand sentiment.
Navigating Crisis Communications
In our hyper-connected world, being prepared for potential crises is a non-negotiable. We advise all our clients to have a robust crisis communication plan in place (and this is something we can do for you too). Ensuring this plan is in place before any issues arise is key.
A strong crisis communications plan includes:
- Identifying potential risk scenarios
- Preparing response templates for various platforms including media responses and social media
- Establishing a clear chain of command for quick decision-making
- Regular team training and simulations
Recently, when a client faced a social media backlash due to the efficacy of their products, our pre-prepared strategy allowed us to respond swiftly and transparently, turning a potential PR disaster into an opportunity to showcase the brand’s commitment to customer satisfaction.
Measuring What Matters
While media impressions are important, they’re no longer the sole metric of success. While we like to focus on the tangible impacts of PR like increased website, we’re mindful that there are things that are harder to measure (but just as important). PR results should also include generating brand awareness, elevating your brand’s overall sentiment, increasing customer loyalty and building brand credibility. A recent example of this is when our mental health client Lysn had several strong PR results that didn’t necessarily generate more booking. What it did though, was open up doors for several corporate partnerships that wouldn’t have been possible had we not created that credibility for the brand and its founder.
The Future of PR is Here
As we continue to navigate the exciting world of PR in 2024, remember that authenticity, strategic integration, and adaptability are key. Whether you’re a high-profile celebrity, a boutique hotel, or an up-and-coming beauty brand, these principles will help you cut through the noise and make a lasting impact. At Boss Media PR, we’re committed to putting you, the boss, in control while providing the expertise and support you need to succeed. After all, there’s a reason why we’ve been voted as one of the top PR agencies in Sydney (because we do a damn good job). Let us do that for you.