CPG Lifestyle Case Study

TO ENHANCE PARTNERSHIP & INVESTOR OPPORTUNITIES THROUGH EARNED MEDIA COVERAGE

THE CHALLENGE

An ambitious CPG brand, previously unknown outside its local area, aims to secure expansion investment and distribution partnerships.

THE KUDOS

“Exactly what we were looking for in PR representation…smart, tough, persistent, and well connected… Consistently able to pitch us to the right outlets at the right times to get the coverage we were hoping for. Tara and her team are great and she came up with multiple really creative ways for us to stand out from the masses. I would highly recommend Tara and I would happily work with her again in the future.”


Ryan H.,
Marketing VP
CPG Marketing | Product Innovation | Lifestyle Branding

THE SOLUTION

Engage business, lifestyle, and vertical journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Storylines encompassed purpose-driven, product-forward, and executive thought leadership,  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training. Develop owned media assets, including video, press kit, and investor deck to stand out from the pack.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including branded video and regularly updated press kits and investor decks.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.

THE RESULTS


Magazine cover featuring brand name and CEO

846 


Unique media mentions in 12 months.

10


Expansion to 10 additional U.S. states and 1 international destination

$7.4 million


Earned media value in 12 months

1


Clio nominated branded video

9% 


Share of voice against 5 aspirational, better funded, more established, national brands.

PR Firm California
Lifestyle PR Firm in California
Business PR Firm California
Reputation Management PR firm
Consumer Technology PR Firm
Consumer Technology PR Firms
Cannabis PR Agency California
MJ Biz
b-corp public relations

B-corps are uniquely positioned to be storytellers. But how does PR differ for B-Corps?

Is purpose all it takes to thrive?

 

You started your company to make a difference in the world. You know it, your team knows it, and your loyal clients and customers know and believe in your product and your mission. So, how do you expand your reach? How can others find you in an increasingly crowded B-corp marketplace? Does PR play a role in successful B-corps?

This is an issue no matter what industry you’re in; the audience for your product or service may be larger than ever, and there may be more ways to reach them, but there are also more competitors out there looking to connect with that same audience. This is where a focused and strategic public relations campaign can help.

Expanding your awareness beyond traditional marketing campaigns is especially vital for companies who aren’t focused solely on profits and want to make a positive impact on the world. Becoming a certified B-Corporation isn’t easy, as it requires meeting exacting standards regarding accountability, transparency, and social and environmental impact. After going through the rigorous certification process to obtain B-Corporation status, it’s deeply discouraging if you can’t get your message out to those who want to hear it.

Should B-Corps Leverage PR Over Other Channels?

So, what are your options if you’re a B-Corporation looking to expand your reach? You could try the traditional tools: TV advertising, ads on social media, content marketing, direct mail, and so on. But these tools require significant resources that not all companies have, and worse still, there are signs that they are increasingly ineffective. One study showed that 86 percent of people skip or ignore TV advertisements, 44 percent of direct mail is never opened, and 91 percent of email users end up unsubscribing from company email lists they had previously opted into. These tools may work if you have the resources for a large, prolonged campaign, but they’re not feasible for many organizations.

A better approach for B-Corporations is to let other brands tell their story for them through a strategic public relations campaign. This may seem a bit counterintuitive; after all, you’re giving up control of your message when you use PR instead of more direct marketing or advertising tools. But for many people and businesses, getting a story from a brand they trust is more impactful than when companies try to engage them directly.

Is there any research that proves this theory? In fact, there’s quite a bit of it. A study from the Content Marketing Institute showed that 80 percent of business decision makers and 70 percent of customers prefer to get information on a company from articles rather than ads.

Is PR More Effective for B-Corps?

Why is it that so many people seem to prefer reading about a company in an article rather than seeing an ad from the company directly? For one thing, advertisements can be very pushy, and they have a way of inserting themselves when you’re trying to do something else. If a businessperson or customer comes across an engaging article about a company, however, they can choose to read it when and how they want, on their own terms.

The other reason people prefer to read about a company in articles is the issue of trust. Savvy decision makers and cynical consumers are often skeptical of the messages they receive through advertisements, social media posts, and other types of marketing with a more direct approach. They know that they’re being marketed to, and they’re suspicious that the message and information they’re receiving may be untrue or misleading.

On the other hand, if they get that same information from an outlet that they already know and trust, they’re more likely to be receptive to the message and believe it. This is particularly true for the Millennial generation; research shows that Millennials are 247 percent more likely to be influenced by blogs and social media sites than are older generations. Similarly, 96 percent of B2B buyers are looking to read more content from industry thought leaders, and 93 percent of B2B buyers begin their buying process with an online search. If you can get articles in well-known, respected publications, you’ll rank highly in online search results — and there’s an eager group of businesses who are waiting to hear from you.

This isn’t to say that PR can’t function in conjunction with other tools to help your business grow. In fact, that’s exactly how PR should work. By getting information about your company into relevant and respected publications, consumers and other businesses can learn more about what you do. From there, you can direct them from the articles to your business’ website, social media pages, and other venues where you can engage them more directly.

 

How To Use B-Corp PR with Other Channels

That’s exactly what we do at Avaans Media. We are experts at harnessing traditional PR tools as well as newer marketing strategies, to help purpose-driven brands find success in the marketplace. No matter what you do or what your goals are, we will help you grow and thrive by crafting a strategy uniquely tailored to your strengths.

Here’s one example of how we can use PR to help your business. Our client was looking to break into the consumer packaged goods industry with a range of hemp-based products. Despite the differences between hemp and marijuana, many consumers were unfamiliar with these kinds of products or had negative views of them. We knew we needed purpose-driven campaigns.

To help our client reach their goals, we took a multi-pronged approach that increased their brand awareness and shaped their public image in a positive direction. We celebrated purpose throughout our campaigns, from health and wellness to global sustainability.  We leveraged our media contacts to generate more than 200 articles about the company over three years, averaging five articles per month. These articles generated more than 10 billion earned media impressions over those three years, with an estimated value of over $5 million dollars. By the time the client was ready for their initial public offering, the company’s share price had risen by more than 300 percent, and much of that increase can be attributed to our campaign.

 

Contact Us To Get Started

PR | Social Media for Purpose Driven Brands

Great PR Agency Logo

 (ah-vaance)  Progress. Advantage.  When someone is ahead or has a head start. Someone first in a race has avaans.(Flemish)

PR WITH PURPOSE


A modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service the needs of growing businesses.


Content Strategy
Content Development
Paid Strategy + Execution
Content Amplification
Community Management


Media Relations
Reputation Management
Thought Leadership
Collaborations & Strategic Partnerships
Product Launches
Event Activation
Word of Mouth Activations
Internal Communications


Cause Partnerships
Event Marketing
Messaging
Brand Positioning
Consumer & Marketplace Research

INDUSTRY EXPERTISE


EMERGING INDUSTRIES


Since 2008, we’ve been on the front edge of the latest emerging industries, from ushering in the app age to normalizing the cannabis industry to elevating the drone industry, we love working with the creative thinkers, the cultural drivers and those who don’t let today’s world hold them back from tomorrow.


CONSUMER GOODS & SERVICES


From gourmet foods to fashion, wellness products to apps, we help you find & celebrate the purpose that speaks directly to consumers and drives awareness, loyalty, and advocacy.


B2B


Emotional intelligence combined with a data-driven approach makes us an obvious choice to add shareholder and investor value. From executive positioning to product launches, our process is both strategic & nimble enough to support growing businesses.


TECH & INNOVATION


Communicating new ideas and technologies and translating technologies is our specialty. From groundbreaking science to innovative tech, we translate your hard work into inspiring and empowering clients and customers.


SOCIAL IMPACT


From government health initiatives to nonprofits serving families to sustainability initiatives, we’ve successfully implemented large-scale communication programs across multi-lingual, multi-cultural, and global audiences to improve outcomes.

JOIN OUR CLIENTS IN THESE ESTEEMED PUBLICATIONS & MORE

Get in Bloomberg
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Get my company in Business Insider
Get my company on TV
International PR
Get my company in LA Times
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV
Get my company on TV

OUR PROCESS

ENGAGE


Deep Dive. Research. Business & Category Immersion.

THINK


Strategy development. Founded in research. Measurable KPIs.

BUILD


Messaging. Assets. Content. Media Training. Crisis Planning.

IMPLEMENT


Hustle. Feedback. Pivots. Relationships.

EVALUATE


Ongoing. Frequent. Honest. Measurable. Impactful.

public relations success

Plan for public relations success with these critical 3 tips

A little advance planning can make all the difference between public relations success and public relations frustration.  Public relations is increasingly important for companies and there’s nothing like a new year to give your brand and company a fresh image. PR firms are here to be your partners in success. As you pull levers for world domination next year, lean on your  PR firm so that together you’re on the same page about how you mutually define success. Here are 3 tips for working with a PR firm or formulating your in-house PR plan.

1.Determine Your Measurable PR Goals for Public Relations Success

PR success comes when there’s absolute clarity about goals. Your PR goals should match your business goals; make sure your PR firm knows how you’re REALLY defining success. Don’t hide your perspective from your PR firm and expect that the results you want will magically appear.  Make sure your  PR goals align and support your activations, product launches, and partnerships.

PR and marketing goals and KPIs should be:

  • Measurable
  • Attainable
  • Relevant

The two most important considerations when defining your goals is ensuring that they are measurable and ambitious enough to be significant, but attainable with your budgets and efforts.

Measuring your PR and marketing efforts should include a baseline so you can track improvement. If you don’t have a baseline, you may need to evaluate how you will measure success and it may require something like an industry average or an industry survey. At Avaans, we include a number of KPIs during our monthly reviews, these KPIs are tracked the same way every month, so over time, we can really pinpoint what works and what doesn’t for each brand. We’re completely transparent with our clients about how we came to those KPIs and why they’re important for us to track internally for cannabis PR success.

Attainability is an important KPI. If you’re shooting for the stars, make sure all your assets are in place to support that goal. Assets also include time and brainpower.

There should be KPIs for marketing and KPIs for PR that have crossover. For example, new website visitors, inbound links to your website, both of those metrics will be impacted by both PR and marketing initiatives.  Sometimes we hear people say that they don’t want to give PR and Marketing joint KPIs because they feel it reduces responsibility, but when your KPIs are aligned with your overall business goals that encourages your PR firm and marketing agency to work together to accomplish the company’s mission-ultimately it’s not about pitting one set of KPIs against one another, it’s about achieving success and measuring respective impact.

2. Define Your Target Audiences

As a PR firm who works with highly ambitious brands, we often hear goals like “We want to be featured in XYZ publication.

When a single piece of press helps secure millions of dollars in funding, throwing all your efforts at securing that press is worth almost any PR and activations fees. That’s a great goal, so consider who your ultimate audience really is for any given publication so you can set yourself up for  public relations success. Many times, public relations  success is defined by share of voice within a specific audience.

Your audiences may be in the B2B space, they may be  consumers, they may be investors or partners. Be clear on who you’re trying to reach with each KPI and objectives-share your objectives with your PR firm, so they’re clear on where you REALLY want to be.

Sometimes earning national press even when you’re only in a few markets is strategic as the audience is potential investors or industry partners who like knowing that the brands they’re partnering with have enough clout to secure national coverage.  Alternatively, you may want to show that your brand is well received by multiple consumer types, in which case you may wish to have press in particular interest verticals.

3. Plan for Public Relations Success and Budget Your Activities

Public relations is an incredibly broad level to pull. Within your budget, you should be allocating events, sponsorships, social media, media relations, and asset/owned media development.

Chances are, in order to reach your pr and cannabis marketing goals, you’ll need to execute on some initiatives.

And, you’ll need a corresponding budget for these activities. A good marketing and public relations firm can help you allocate your budget to match your objectives.

At the very least they can tell you how to best allocate an over-all budget or at least inform you of best practices and first steps. A great example of this is events – events can be held for all sorts of objectives, from customer appreciation to media awareness. While both of those objectives MIGHT turn into earned media, it’s important you consider what it will take to earn press coverage on an event, before you spend the money on an event. Sponsorships are another area where the activation is an important marketing objective, but PR may be able to help you define some ways to use your sponsorship in a way that improves your industry image or earns you media coverage.

Need Some More Direction? Give Us a Call

Hire in-house PR or a PR agency?

Emerging or growing brands often find themselves asking should I hire in-house or use a PR agency?

They’re asking themselves this question against a wild backdrop and volatile marketplace. But even during corrections, thousands of businesses are finding their footing and growing. It truly is the wild, wild, west in right now. The reason executives are asking themselves this question is because regardless of lay-offs and investment size, what both these businesses also have in common are some enormous plans that require PR and marketing.

Many companies have concerns about hiring agencies, they worry about finding the right PR agency, they worry about disclosure to people outside the company; they worry about failure. Those are legitimate concerns, many of those same concerns can be an issue with employees, but with an agency, they can be addressed with strategic questions and planning, and taking a little time to get to know your potential pr agency. And the good news is that the best agencies seem to know one another. If you find a great marketing agency or a great branding agency, chances are, they know a PR firm they like and trust.

In-House PR Advantages

Proximity

If you like having someone to bounce ideas off on a whim, in-house PR teams offer that flexibility more than PR agencies. PR agencies are typically a little more formal about meetings and goal-setting.

Cross-Departmental Integration

As companies and brands grow, it’s often great to have someone in-house who formalizes internal communications and ensures other departments are considering PR implications.

Agency Management

If you’re managing multiple agencies, like a marketing agency and a public relations agency, having an in-house point person is a great advantage. Agencies will often work together, but someone needs to ensure the brand’s objectives are always at the forefront.

But what are the practical business reasons for hiring an agency over an in-house team for brands?

Cost-Effective

A single hire’s salary can cost you more than an agency, and that single hire, because they are human, has limitations. Agencies specialize in providing you with the team of specialists you need when you need them. Add this to the fact that you won’t be paying benefits, payroll taxes, and health insurance, and it adds up to savings for both big brands and startups.

Think about it, in addition to your CMO and/or a Communications Officer, who will each need a manager and team, including a media relations specialist, a content writer, a social media manager, a graphic designer, and a multitude of marketing and listening tools which can all easily add up to $400,000 or more, plus benefits.

Plus, if something dramatic happens, it’s also usually less expensive to separate from an agency. Many PR agencies, including us, have a separation agreement in the contract that spells out the process if something radically changes, so it’s a reasonably straightforward process that brings peace of mind to executives in this volatile time.

The IRS Sees PR Agencies As an Expense

Agencies streamline payroll AND they are also a straight business expense.  Talk to your CPA about what makes the most sense for your business.

PR Agency Superpower: Scaleability

Think of your agency as your expansion team. In addition to receiving top-notch strategy and planning, you’ll also have access to team members who are in the thick of it and can give a point of view from the front lines too. When you have a team of people, it’s easier to tap into insights and trends that you might otherwise miss. But it’s also important to note that when you hire a cannabis PR firm or a cannabis marketing firm you’ll get a team of professionals who can more easily scale up during launches or big campaigns.

Even if you do decide to take certain elements in-house, your agency continues to serve you with perspective and resources that support your in-house team. For example, many brands want a PR expert in-house for a multitude of reasons, especially corporate communications and investor relations. But your PR executive still needs a team to help execute, especially in the area of media relations. Few in-house communications executives are actively pitching and engaging with journalists as often as our team is, our media relations team is a top-notch time saver for in-house PR teams.

Seeing the Forest Through The Trees

It’s easy to lose perspective when there’s a lot going on. An agency can provide additional listening and strategy insights you might not have considered. Having a team that has your back and isn’t bogged down in your office politics can really keep things moving along.

In-house team members tend to be front-line advocates internally. And that’s a really important role, especially if you’re trying to build a culture as many brands are. But those day-to-day tasks, meetings, and internal cajoling tend to make consistent outward-looking perspectives difficult. Use your agency to bring you a consistent overall vision of the marketplace and strategies that will set you apart for the long run. Look for agencies with whom you can have open and collaborative dialogue to get the most out of your agency.

Get to Work Fast!

The right agency can get to work much faster than onboarding an employee.  Agencies have a client on-boarding process that will be systematic and strategic because they want to get to work too. You won’t spend your time showing someone where the coffee maker is, you’ll spend your time reviewing strategy and goals.

Access To The Latest Technology & Tools

You pay a fair share for platforms and services that are critical to your business. So do agencies. We have top-notch monitoring, analytics, and communications platforms – you get access to those without adding those non-critical operating costs to your bottom line.

what does PR do

What Does PR Do?

There are more ways than ever for brands to communicate directly with prospective customers, investors and stakeholders. Along with traditional marketing platforms like TV, radio, print, and billboard advertising, alternative methods such as social media and YouTube give companies even more ways to tell their story to their audience. Also, new data tools let you target that message with a level of precision that would have been unthinkable in the past.

And yet, there are still limits to what traditional advertising, and even social media can accomplish. Being so exposed to the constant deluge of marketing and advertising around them has made many consumers skeptical of most brands. One study from Ragan found that 86 percent of TV viewers skip or ignore ads, 44 percent of direct mail is never opened, and 91 percent of email users had unsubscribed from a company email list that they had initially opted into.

What’s more, consumers are becoming much more selective about which brands they support, and are increasingly shifting toward brands that are more involved in political or social causes. Unlike in the past, new research shows that consumers want brands to get involved in social issues. The 2019 Edelman Trust Barometer shows that 67 percent of employees expect their employers to take a stand on issues that employees care about.

Edelman also found that 71 percent of employees believe their CEO should respond to social and political challenges. This follows trends among the public, as 76 percent of everyone surveyed by Edelman said that CEOs should take a leading role in addressing society’s problems instead of waiting for governments to act.

However, while more people are expecting businesses to get involved in political causes, skepticism remains about many brands’ intentions. This is especially true when it comes to younger audiences, a core demographic for many brands. A 2018 report from the research agency MediaCom found that 37 percent of teens age 16-19 were skeptical of the claims brands made about the causes they support, and 69 percent of teens said they believe brands overstate their support for charitable or social causes.

 

How PR Can Help You Reach Even More People

How can brands counter this entrenched skepticism to persuade new and existing customers? One tool you may not have considered is public relations. With so many more ways for brands to spread their own message to consumers, many companies have neglected the value of PR. But if building trust authentically is what you’re after, then you can’t ignore what a well-crafted PR campaign offers.

If marketing and advertising are the tools brands use to tell their story, PR is the art of getting others to tell that story for you. While it may seem counterintuitive for brands to put their faith in having other people tell their story, there are benefits from good PR that can’t be matched by marketing and advertising.

First and foremost, we’ve already noted how consumers have become increasingly distrustful of the messages they get directly from brands. PR circumvents that issue by having a third party mediate your message. There’s an element of faith involved here, but consumers are more likely to trust your message if it comes from a brand they already trust.

 

How Can I Be Sure That PR Works?

There’s already plenty of data to back up these claims. The Content Marketing Institute found that 70 percent of consumers prefer to get information on a company from articles as opposed to ads. This is even more true among businesses; CMI also found that 80 percent of business decision-makers prefer to learn about a company from articles instead of ads. Lastly, HubSpot found that Millennials are 247 percent more likely to be influenced by blogs and social media than by traditional advertising.

Brands who take advantage of what PR can do have an advantage over those who ignore these potential benefits. Getting articles about your company into trustworthy publications will generate more engagement and goodwill than even the strongest, most effective ad campaign. For brands that are purpose-driven, this kind of PR is priceless.

Frankly, more brands should be promoting themselves as values-based and purpose-driven. It’s a good business strategy; the MediaCom report we mentioned above found that 54 percent of the teens surveyed said they had bought from or intentionally avoided specific brands because of their ethics and values. MediaCom also found that 63 percent of teens said they were more likely to buy from a brand that supported causes or charities that the teens cared about. But consumers hold brands to high standards, so it’s important that companies back up their words with concrete actions and policies.

This is another area where an experienced, innovative PR team can help in ways most marketing teams can’t. A PR campaign will help you shape the narrative around your company, its mission, and its goals. Furthermore, a PR firm can help your brand solidify its position and clear up any misconceptions by putting the right information where your audience will see it.

How Avaans PR Can Help

Avaans Media has a strong track record of helping brands tell their story in an interesting, creative way. Take our work for a hemp-based wellness brand. We had our work cut out for us with this campaign, as we had to establish the validity of hemp-based products in the consumer packaged-goods space despite skepticism from many prospective customers. But by harnessing our media contacts and crafting a campaign across a range of business, science, and lifestyle publications, we were able to place more than 200 stories about our client over a period of three years, averaging five stories every month.

Ready to find out what PR can do for you? Contact us here. 

 

Hiring a great PR firm

What Should You Really Be Look For In A PR Firm?

 

We know, hiring a PR firm can be daunting. With increasing frequency, we’re hearing stories from  colleagues who have experienced “bad PR.” What should you ask before hiring a PR firm?

We truly believe many of these stories are due to client and agency were a mismatch, rather than a “bad PR firm”. Taking a deeper look at PR before hiring them can save you money, but most importantly, time.  Much of this can be attributed to the vast distinctions with how PR agencies operate and handle their clients. The intention of this piece is to provide you with questions we would be asking OUR PR firm before we hired them, and why those questions are important. Also, consider these “6 great questions you can ask us before hiring Avvans PR”

6 Questions to Ask Before Hiring Your Next PR Firm

 

Do You Understand Our Product?

Ask yourself how important a baseline understanding of your product or industry is to your overall communications. We’ve heard story after story of people unhappy with their PR firm because their PR firm doesn’t understand an emerging industry’s regulations or a technology. Understanding the industry isn’t just important from a regulatory and technical perspective, it’s also the ability to monitor relevant news, understand what’s relevant (and what isn’t) and move quickly. Now, that’s not to say that a beauty PR can’t handle B2B PR for the industry, but expect to educate your firm.

What tradeshows and conferences has your team attended?
Does your PR firm understand what makes your product distinct within your industry?
What publications are writing about your vertical?

Before Hiring a PR Firm, Establish Clearly Defined Ways of Measuring Success for PR

Most companies today want consistent placement, strategic oversight, and outstanding communication. But what else? In a mature, less regulated industry, a PR firm typically works with multiple other firms from branding to experiential to an ad agency.

PR is THE leading brand trust and awareness tool.

In addition to earned media, companies should be looking at additional metrics for PR such as SEO value. Website traffic, brand mentions, brand name reach, and even share of voice are all KPIs that are relevant, depending on the overall strategy. Your PR firm should be ready and able to provide those kinds of metrics to you on a monthly basis. Changes in public perception or decreased sales cycle are also metrics with which PR can support. If you’re measuring your PR firm against KPIs like this, work with your PR firm to set a baseline and a reasonable timeframe.

Is the Fee Structure Fair & Does It Make Sense?

Most PR firms work on a retainer, so make sure you have an understanding of what’s included in your retainer?

Does the firm charge for wire releases?
Is branded content included, and if so, does that extend to graphic design?
Is there a markup on expenses incurred by the PR agency and if so, what is it?
Are off-site activations included?
How are hours tracked?

There’s no single way to manage a retainer, so asking questions like this upfront will give you a deeper understanding. Be fearless about asking these questions, after all, you’re the client. You should expect a rationale that isn’t arbitrary. While you may view this as a negotiation opportunity, be wary of cutting the budget to the point where your brand isn’t on the radar daily. You want your PR firm engaged with your brand on a daily basis – make sure you’re getting that because the alternative often provides unsatisfactory results. A great PR firm will be transparent about their billing methods.  Financial terms form the foundation of your relationship with your PR firm. Get that right and find a balance that works for you and your PR firm.

Look for Good Personal Chemistry in Your PR Firm

While this one is tough to put on a spreadsheet, asking some tough questions will often reveal the quality of the chemistry. As an engaged client, you should be working with your cannabis PR experts regularly and you REALLY want that process to be enjoyable. Make sure your company culture meshes well with your cannabis PR firm’s value system.  Teams who like one another, work better together. If you’re not gelling with someone in the first call, chances are, that’s not going to change.

Compatability breeds productivity and results.

Before Hiring Your Next PR Firm, Consider: Location, Location, Location

Before you start narrowing down your PR firms, decide how important location is to you. We think having account presence in major journalism markets is priority one, but if you’re the kind of person who needs to meet face-to-face once a week, acknowledge that and find a firm close to your base of operations and hire a PR firm that’s near by.

Flexibility AND Systems

Pay close attention to the systems your PR firm uses and also take notice of their flexibility.

For starters, there should also be a clearly defined exit clause in the contract.

Who owns content?
How will the PR firm handle future press inquires when/if the engagement ends?
What is the cancelation agreement?

Your PR should have systems and processes in place, but those systems and processes should also be nimble enough to manage the PR world. For example, getting a press release right is exceptionally important, but it shouldn’t take your PR firm a week to write it. You should be able to review the first draft within hours on an emergency or breaking news circumstance. On the other hand, there should be a consistent drum beat and strategy behind media relations.  Which bring us to:

A Strategic Approach That Makes Sense

Before hiring, your  PR firm should be able to articulate an approach and strategy that makes sense to you. While credible PR firms won’t reveal details about clients, they should be able to articulate some case studies of  PR strategies and why they worked. For example, provide an experience that required a decision to respond to industry news. When, where and how you respond to breaking industry news is determined by your brand strategy, BUT your PR should be able to articulate a strategy and when/why it worked. Your PR firm should have some strategic storylines and outlines in mind for your brand, which proves they’ve done a little research. Even if they aren’t perfectly on-brand, at least you’re starting with a strategy which is better than starting from zero.

when to hire a PR agency

Should your Start-up Hire a PR Agency or a Marketing Firm?

We speak to businesses all the time asking us if they’re ready for us and oftentimes, the answer is “no, not yet.” So, how do you know if you’re ready for an agency? We specialize in working with organizations with ambitious growth goals, so we’re in a good position to know what works and what doesn’t.

6 Signs Your Ready for a Public Relations or Marketing Agency

You Have A Proven Business Model/Product

It’s easy to think that if you had a PR agency or marketing company running things you’d have those customers you need to prove your product works. But if you haven’t been able to get a grass-roots movement on your product, the question is whether the product is viable and whether more exposure means more users/customers or not. There are simply times when throwing money at an exposure metric just isn’t the right thing at the right time.

Plus, it’s important for you, the founder, to get out there and get feedback on your product. You’ll learn things about your customers and your product that you really need to know. You should have a stable team and at least some certainty that the market wants your product. If you’re unsure, it’s too early for an agency.

It’s A Race To The Best Brand

There are some industries where the biggest distinguishing factor for your product is the brand, the emotional response customers have to your product and style. In these situations where you need scale and fast, having an agency is important because you’ll need consistent execution that also adheres to a strategy.

You Have A Story To Tell

It’s heartbreakingly true: starting a company is not news. Globally, there are about 11,000 startups per hour every single day. You hear about 1/100,000,000 of them with any regular basis. The ONLY way to cut through the clutter is to have a real story. You something truly compelling, because journalists are soooo tired of hearing about “the <insert adjective> new CEO taking <insert startup community or vertical> by storm.

If you THINK you have a story, but need some help, call us. We offer a consulting strategy service that will help you flesh out your story and we can help you determine if there are any other gems.

You Have The Internal Resources and Assets

This is the moment when you’re probably considering hiring an internal team, but you realize hiring this group of people would require you to take your eye off your core mission.

Internally, you DO need someone who provides your marketing or PR agency with access. It’s this person’s job to interface with questions and changing directions. They need to be both in the C-level loop and empowered to give direction to the agency, which leads me to the next…

You Have A Budget Over And Above The Monthly Retainer

Whatever you’re spending on a Branding, PR or Marketing execution, plan on at least another 30%-40% for activation and assets. In the PR world, you’ll need assets (video, images, studies), events, and press services. In the marketing world, it’s one thing to create the content, it’s another thing to make sure it gets seen.

We provide an audit and a digital strategy program which allows brands to take the roadmap and either implement it for themselves or hire us (or another agency), this plan usually includes competitive analysis, campaign ideas, best practices for everything from content development to advertising.

You Have a Campaign or Project That Needs Person Power

The best time for a PR and Marketing Agency to come on board is when you need a variety of unique skill sets, and you need them fast. Sometimes, you have an idea or campaign that you need help to execute. Hiring an agency to identify opportunities, solutions (and potential pitfalls) is a good idea here because you’ll get that execution boost you need without having to recruit and hire a team. You need a team of specialists, amazing writers, creative graphic designers, analytics interpreters and you don’t need any of them full-time, nor do you have time to manage this in-house team of creatives, but you do need them.

Purpose Driven Public Relations

At Avaans,  we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize when choosing an agency, it helps to know which of the three disciplines (branding, PR, and, marketing) you should select the agency for. Many agencies offer services in all three categories, like Avaans, but most lead with one of the primary disciplines.

When Should I Hire a PR Agency vs. a Marketing Agency vs. a Branding Agency?

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

When to do use it: At brand launch, product launch and throughout the brand’s existence to ensure consistency.
Many people think creating a logo is the extent of branding, but nothing could be further from the truth. Your brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

B2B firms often think they can skip the branding step, but it’s even more important for B2B brands to invest in clear, concise, industry consistent branding.

A strong brand has a clear voice and gives their customers & clients something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

PR: Influence & Social Proof


When to use it: to create awareness, educate consumers, develop trust with stakeholders.
PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your brand’s maturity, customers, and community will determine your overall mix among other things.

Marketing: Driving Leads

When to use it: after your brand is established and you’ve earned some brand trust.

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.
In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

 

Have more questions about how and when to use these tactics? Get in touch with us. 

I’m super amp’d in this Podcast, it’s obvious I had my coffee this morning.

These are 5 quick branding tips for anyone with a project, whether you’re a startup, movement or personality.
I had the pleasure of joining Debra Eckerling on her Guided Goals podcast.
It’s quick, it’s high-energy and everyone’s hair looks elegantly aggressive. Join us.

 

P.S.: Like this? Subscribe to the Debra’s podcast because she’s got some great guests on tap!