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

components to corporate storytelling

Telling your company story is imperative and corporate storytelling is as much of an art form as writing a novel.

Yes, a PR company can help, but in order to be effective AS a story, it needs to be told and re-told, which means everyone has to be able and willing to tell the story. Additionally, your story will influence your company culture, the way your customers relate to you, everything. It’s important to get the story right.

You’ve probably heard that there are only 7 basic stories ever written. Every single story falls into one of these categories – each its own journey:

Overcoming the Monster
Rags to Riches
The Quest
Voyage and Return
Comedy
Tragedy
Rebirth

One of the great modern-day corporate stories is Steve Jobs returning to Apple after his humiliating exit. It’s a “Voyage and Return” story. Look closely at those stories. What’s missing? The motivation, the characters, the setting and/or place. This is where telling your story becomes individualized and authentic. Personally, I believe one of the most compelling story aspects is motivation, but setting/place can also set a compelling stage for the journey and the characters. What makes Steve Jobs return so compelling is the setting/the time. Apple was in trouble. Big trouble. It was his chance to return to his visionary roots and undoubtedly, his time away from Apple contributed to the turn-around.

So let’s look at a few of the OTHER elements that contribute to great corporate storytelling.

The Character

In corporate story-telling, the character can be a founder or the brand. The best brands have personalities all of their own. One of my absolute favorite brands is Coca-Cola. For over 30 years, their brand has been a happy one, spreading joy around the world. I envision Coca-Cola’s brand persona as a group of people from around the world smiling together and laughing together as the life of the party, the center of the action, the group everyone gathers around. Notice how my character is defined by the setting (the world, the party), we’ll get to the setting in a minute. The point is to envision your brand as a persona, who are they? Are they serious or comedic? Are they reserved or wild? Are they old or young? Your brand is as complex as a person, so you can enjoy the multiple aspects of your brand, but the important thing is to choose no more than 1-2 personality elements to focus on. Simplicity creates powerful brands, and multiple personalities muddle them.

Keep in mind, in our example of Steve Jobs,  Steve Jobs doesn’t make the story compelling, Steve Jobs is more compelling (as a character, an icon) because of the story. This is true of all stories – the character is made great by the other elements of the story, not the other way around. Without the other elements in the story, there are no compelling characters.

Motivation and/or Inspiration

Marketers will recognize this is “The Why.”   What’s the compelling motivation behind the main character’s actions? Is it service? Is it retribution? Is it righting a wrong? Is it glory?  Great motivations drive action. Sometimes, in novels or films, a truly compelling character will have conflicting motivations, this can be true in corporate storytelling as well. For example, perhaps the character is driven by both the need to serve and glory. Humans often have conflicting motivations, but for the purposes of corporate story-telling, it’s most effective to emphasis one motivation. In corporate story-telling, we rarely have 1,000 or more pages to develop our character’s motivation. Focus on a single motivation as the driver.

Interestingly, using the above example of Steve Jobs’ motivation, in the corporate story about Jobs’ return, the motivation is left absent. This is brilliant because it leaves us all to wonder and speculate what his motivation really was. Personally, I believe the reason its left out of this corporate story is it’s probably unflattering, but leaving it out makes the motivation as absent even more powerful than if it had been included.

The Setting/Time

In corporate story-telling, the setting and time are often represented as the “ah-ha” moment, which is made richer by what was happening to the character or in the world at that moment. Was the character liberated? Frustrated? Was there an event that triggered the action? Perhaps the setting/time impacted the motivation and most certainly impacted the action.

Take for example the Coca-Cola brand, they started spreading joy at a time when globalism was really first taking hold, also during a time of great cultural upheaval for the United States, 1971. The “I’d like to buy the world a Coke,” is considered the world’s most famous commercial and it’s joy and happiness is in direct contrast to what was happening in the United States at the time. Somehow, the brand of Coke delivered a much-needed smile to America. In fact, the story behind the creation has similar-it happened under frustrating circumstances.   Coca-Cola didn’t hold a mirror up to us, it provided us with an escape. Since then, Coca-Cola has always focused on creating moments of joyous respite, during the best of times and the worst of times.

 

Keep in mind, while you must have all these components in a story, one of these components will be the star in your corporate storytelling. In the Coca-Cola brand example, the star is the setting. In the Steve Jobs story, the star is the journey.

If it’s time to create or reinforce your story, begin with taking stock of these elements, determine where your strength is and be sure to simplify your story so it’s easy to tell. If you’re “stuck” with your story, contact us. We will help you create a story worth telling and even work with you to create content that tells your story.

brand storytelling

Do you know why people respond (or don’t respond) to your brand storytelling?

The answer doesn’t lie in your typeface, your graphic design or even your social networks.
The answers lay in your strategy and customer clarity.

Let me put it another way: do you know what motivations your customers respond to most powerfully?

Several years ago, I launched a marketing incubator designed to help marketers connect the dots between personality types and motivations. What I learned when I did that was few marketers understood how to trigger basic motivations and even those who did, didn’t really understand why they worked. These were great and successful marketers who were committed to becoming even better. These weren’t lazy marketers, these were great people, good at what they do.

Before I go on, let me explain something: I did not make up these motivations. I am not even the first to write about them. They are ancient and hard-wired into the human experience, in fact, these motivations reside in the largest part of our brain, what I call “the other 90%.” Simply put, these motivations are not some flash-in-the-pan-do-whats-trendy-now strategy, these are strategies which trigger reactions from the oldest part of our brain.  Over the last few years, more and more has been understood about these motivations. But one thing is clear: despite the fact that these motivations developed in the earliest days of humanity’s survival of the fittest experiences, these motivations are very much alive and well today. What triggers them in the modern world is just different than what triggered them in our earliest evolutionary days.

So over the next weeks, I’m going to write a series about the seven Captivation Motivations all marketers should know. But not just marketers, product development, developers and anyone else who’s trying to trigger an immediate and memorable reaction.

The first Captivation Motivation I’m going to cover is so over-discussed and yet misunderstood, I wanted to get it out of the way: Storytelling

It’s important to understand WHY storytelling works and as importantly, what stories trigger us to buy.

If you take nothing else away from this blog post, understand this:

People buy for two reasons: it either reinforces how they see themselves or it reinforces how they want to be seen. (Tweet This)

In essence, every purchase we make is part of our story and we know this, deep, deep down.

What stories do we like to listen to?
Stories about us.
Stories that make us feel smarter, better, part of something.
Stories that reinforce how we see ourselves or reinforce how we want to be seen.

Why is this? It’s because the biggest part of our brain is focused on, you guessed it, us.
This is why brand stories have to be very carefully crafted.
As communicators, we want to tell the brand story, but the reader wants to read a story about them.
This disconnect is HUGE.
And yet, we see excellent examples of great brand storytelling all the time. Simplistic and elegant and purely captivating.
One of my favorite examples is Coca-Cola. They kicked off their brand storytelling years ago with “I’d like to teach the world to sing…” So celebrated and so ingrained in our culture, that it was the final episode of Mad Men and suggested as the career pinnacle of outrageously creative Don Draper.
Coca-Cola continues to tell its story through its consumers. Think about the soda bottles wrapped in names and now adjectives like “VIP” “Latino” “Super Star.” Each of these taps into how we see ourselves or how we WANT to see ourselves. You can even buy your own personalized bottle. When this first released and still today, it created a ton of user-generated content on social. People loved taking pictures of themselves with bottles that told their stories. Reinforced their place in the world.
You never once see Coca-Cola telling some long drawn out boring-as-all-hell story about what goes INTO the bottle, or who works in marketing at Coca-Cola, no. The story is always about the consumer and the story or movement they want to create. There is connection, not disconnect. You are Coca-Cola and Coca-Cola is you.
The reason Coca-Cola’s brand value is somewhere in the neighborhood of 45% of the company’s value is because the brand “gets”  the consumer, not the other way around. (Tweet This)
Apple is another great brand, although I feel they’ve lost their brand-way a bit. Still, the company is one of the most valuable brands in the world, regularly commanding a premium for technology that has been commoditized. Why? Because the brand had complete and total clarity from the beginning. It didn’t make computers; it designed products to enhance our lives. The keyword was design. Elegance, simplicity, easy integration into our lives. If Apple hadn’t insisted on these brand traits, it would just be another computer and laptop company. But again, these brand traits, they were customer-focused. They weren’t about Apple, they were about the user. And Apple has some crazy brand advocates who feel like owning Apple helps define who they are. Owning Apple helps them tell the world who they are. That is the pinnacle of advocacy and brand storytelling.

So when you start to integrate brand storytelling into your communications strategy, ask yourself three questions:

Who is the story REALLY about? (hint: be honest with yourself here)
How does it reinforce my customer’s image of themselves or the way they want the world to see them?
What emotion will they feel after finishing the story?