A solid consumer PR strategy allows your business to enjoy a larger audience and increased exposure. Read on to learn more about consumer PR and its importance in the business world.

What Is Consumer PR?

Public relations refers to how a business maintains relations with its stakeholders, including investors, media, government, other businesses in the industry, and consumers. In this blog, we will specifically talk about consumer PR because every business stakeholder is ultimately a part of the consumer market, whether it’s employees, investors, or the media.

Consumer public relations defines how brands build connections with the public, or more precisely, their target audience. It is all about building positive impressions about your brands, products, and services by disseminating relevant and engaging information to the public with an emphasis on your unique selling points.

Consumer PR – Then & Now

Consumer PR is not a new concept. It has been around for a long time now, although it wasn’t something that businesses purposely considered in earlier times.

The lack of technology meant building and maintaining consumer relations wasn’t as complex or detailed back then. Most of it was just about nicely dealing with the customers face-to-face. Then came the surge of technology, opening up multiple channels for businesses to communicate with their target audience.

At first, business organizations raised brand awareness by placing ads in newspapers, television, and radio. The rapid technological advancement in recent years has further exposed consumers to more advanced and instant ways of consuming media, like social media platforms, websites, and more.

Although companies now have more opportunities to get their message out to the public, it also means the noise and competition in the business world has reached an all-time high. Every brand must have the proper consumer PR strategies to achieve mass exposure and publicity.

Characteristics of Modern Consumer PR

Here are a few prominent characteristics of modern consumer PR dynamics:

Emphasis on Omni-channel Marketing: More is needed for businesses to connect with their target audience through just one or two marketing channels. From interacting with the audience on Twitter to making videos on YouTube, brands must adopt many ways to receive more exposure and build a larger customer base.

Importance of Story-Telling: Earlier, businesses could get away with using only hard-sell strategies because the competition in most industries wasn’t that high. Since consumers now have more choices, they don’t like brands pushing their products on them. This is why brands should back their products with a compelling story and unique insights that make the audience emotionally connect to them.

More Focus on Audience Interactions: Regular interaction with current and potential customers has always been important, but it is more critical than ever. The competition has increased, and you must keep in touch with the audience to stay on their radar. The more you communicate with your audience, the more they trust your brand. But remember to keep the communication swift, transparent, and meaningful.

Consumer PR Agency

Building and sustaining positive relationships with consumers is an ongoing process. It not only takes up significant time, money, and effort but also requires strong interpersonal and communication skills. Therefore, most companies prefer hiring a consumer PR agency rather than handling consumer PR tasks themselves.

Consumer PR agencies help brands build and maintain a consistently positive public image through various activities. More precisely, they interact with a brand’s audience on different platforms, post content on the right platform at the right time, organize or sponsor events, and collect good reviews from third parties.

Another crucial function of these agencies is to filter messages to make sure nothing inappropriate or irrelevant is shared. They also track audience interactions to see how the current public strategies work and what needs improvement. 

The Difference Between Public Relations and Marketing

Consumer public relations sounds very similar to marketing. Although both approaches focus on conveying the brand message to consumers, the difference lies in their objectives.

While the outcome of consumer PR activities is to build and maintain a brand’s positive reputation amongst the public, marketing is more inclined towards increasing the revenue for a business.

Both marketing and consumer PR are equally crucial for businesses to generate a high return on investment in this modern era. Every business should use a blend of marketing and PR strategies to connect with its target audience.

An important point to remember here is that the message conveyed through both consumer PR and marketing should be consistent. Brand messages aligned across all channels strongly impact consumers, making them more inclined to try your products and services.

Why Is Consumer PR Important?

Let’s look at the benefits of consumer PR.

Increases Brand Awareness

The core function of consumer PR tactics is to inform people about a brand, ultimately widening its consumer base. It involves sharing innovative and thought-provoking brand messages over multiple channels to garner more attention.

Builds a Strong Brand Image

Consumer PR not only focuses on creating brand awareness but also helps you reinforce a positive image in the market. With a strong brand image, you can enjoy higher engagements, increased sales, and significant growth in market share.

Promotes Credibility

Consumers trust a brand better if they know how it operates. This is where consumer PR can help. Consumer PR professionals strive to create positive talk about a brand amongst the public in different ways: publishing leadership pieces, building influencer connections, and implementing networking strategies. Your credibility soars high once the positive messages about your brand become common to the public.

Helps Manage Reputation

Reputation refers to how people perceive your brand based on what they see and hear about it. It can be positive or negative and change. Reputation management is one of the main functions of consumer PR strategies.

Businesses may often find themselves in unfavorable situations, like negative reviews from a dissatisfied customer or legal problems arising from a misinterpreted advertisement. Consumer PR helps them avoid such problems and repair the damage through media connections and press releases.

Strengthens Your Online Presence

A robust online presence is key to success in today’s era. As a part of consumer PR strategy, a brand can use social media and other digital platforms to talk to its customers, resolve conflicts, and monitor their changing interests.

Consumer PR experts can build a plan to stay active on online platforms to grow relations with all groups of consumers.

Becomes a Source of Added Value 

Your consumer PR strategy can be a significant differentiating factor between you and your competitors, helping your brand shine as an industry leader. It can add value to your business in several ways: by helping you personalize your brand, increasing its visibility, and strengthening the company profile.

Generates Quality Leads

The functions of Consumer PR strategies are not just restricted to reputation management and raising brand awareness. They can also be targeted towards more advanced goals like lead generation and conversions. Posting content on the right platforms, using compelling CTAs, incorporating social proofs to your profiles (reviews and ratings) – all such efforts make more people interested and willing to try out your products and services.

How to Establish a Consumer PR Strategy?

Identify Goals

The first step is to identify the end goal of all your consumer PR activities. It will guide your efforts and help you decide on the appropriate measures for tracking progress. You can aim to achieve increased brand awareness, enhance customer loyalty, build investor confidence, etc.

Choosing a single goal isn’t necessary; you can select a mix of different goals and make separate plans to achieve them. Remember to keep referring to your objective list to ensure you are on the right track.

Focus on Target Audience

The next step is to focus on your target audience. Decide who you want to target at the moment and in the future. You can also target more than one or two groups if you have enough resources to cater to their needs. Research and list all relevant information about your audience groups, like preferences, qualities, demographics, and other activities. This will help you develop messages tailored to their specific requirements.

Analyze Competition

At this point, you should also analyze what other businesses in the industry are doing to grow and maintain their relationships with consumers. You can browse their websites as well as social media profiles and posts to see what works for them and what doesn’t.

Use the Right Consumer PR Content

List down the key messages you want to convey to the public, and later, think about which tactics you want to implement.

Remember that those tactics may not work effectively if you have nothing valuable to share. Nobody will be interested in what you say if it’s not appealing enough.

Some effective consumer PR tools and opportunities are corporate news, an upcoming event, an e-newsletter, or an in-depth article on thought-provoking topics. Don’t forget to add a unique angle to your content, explaining why the audience should care about your brand.

Learn to Pitch the Right Way

Once you have the content ready, pitch it to different platforms through appropriate communication methods. People don’t often have enough time to read or go through lengthy content, so make sure both your content and pitch are concise.

When you pitch other platforms to publish your brand story, introduce yourself briefly, give a short review of your message, and mention why it would interest their viewers.

Examples of Effective Consumer PR Strategies

  • You can support a social cause to build an emotional connection with your audience. Many people agree they are more likely to buy a brand that contributes to society in some way than one that doesn’t. It can be anything, from giving away coats to the needy in winter or donating to the education sector.

 

  • Personalize your brand by interacting with customers on different platforms. They will definitely be willing to buy from you more often if you interact positively with them. You can personalize emails, products, and services for specific audience groups to make them feel more valued.

 

  • Become a thought leader in your industry by leveling up your research and content creation game. Provide consumers with valuable insights on industry trends and events, offer informative courses and presentations on engaging topics, and publish thought-provoking articles backed by facts and figures. Becoming an expert within the industry will help you strengthen your credibility amongst the audience.

 

  • Contribution to the community matters a lot when it comes to setting a strong foothold in the industry. You can donate time, products, facilities, and money in different ways to help with the community development process. For example, you can serve on a community board, volunteer at a homeless shelter, take part in local festivals and parades, and other activities.

Methods and Performance Indicators of Consumer PR Campaigns

Consumer PR experts can use different methods to get their message out to the public, such as:

  • Videos
  • Events
  • Collaborations with Influencers
  • Seasonal News

Here are a few common factors that show the performance of your consumer PR campaigns:

  • Likes, Comments, and Shares on Social Media
  • The Number of Leads and Conversions on the Website
  • Mentions on Social Media

Final Words

To make your consumer PR strategy work best for you, you can combine different approaches and produce a PR calendar that includes all PR activities you plan to incorporate in the coming weeks or months.

Don’t want to go through the hassle? Hire a consumer PR agency specializing in multiple consumer PR tactics like event planning, social media management, content creation, and more.

Feel free to get in touch with us if you want to know more about consumer PR. 

With the abundance of information available online, consumers are more informed, and a single mistake can lead to a public relations disaster. Thus, to maintain a positive reputation, investing in a public relations agency may be helpful. These agencies can help manage the company’s image and prevent potential PR issues. So, if you’re considering hiring a PR agency for your business, here’s your chance to learn more about what they do. Continue reading as we discuss DTC PR and CPG PR.

What is a Consumer PR Agency?

A consumer PR agency is a public relations firm specializing in consumer products or services. These agencies work with various clients, including retail companies, consumer goods manufacturers, and service providers, even app developers, intending to create a positive image for and increase sales by building consumer awareness and interest.

Types of Consumer PR Agencies

There are several types of consumer PR agencies, each with its own unique focus and approach:

  • Full-Service Agencies: These agencies offer a wide range of PR services, including media relations, event planning, and social media management. They typically work with clients in various industries and can handle all aspects of a company’s public relations needs.
  • Specialty Agencies: These agencies focus on specific areas of PR, such as crisis management, purpose driven PR, product launches, or sustainability. They may work with a range of clients within their area of expertise or specialize in serving a specific industry, such as automobile, construction, etc.
  • In-House Agencies: These agencies are not considered to be external agencies since they are owned and run by the corporation/organization that they represent. At the very least, they take care of their parent company’s public relations and communication requirements.
  • Boutique Agencies: These smaller, more specialized agencies often concentrate on serving a particular economy sector or audience, such as the cannabis industry or hyper-growth companies. They may only provide a limited variety of services but are very knowledgeable in that particular area/field.
  • Digital PR Agencies: Online public relations methods, such as social media management and influencer outreach, are the primary emphasis of digital PR agencies. They assist companies in developing and maintaining an online presence on the internet.
  • Integrated Agencies: These agencies provide PR services and a more comprehensive range of marketing and advertising solutions. They may take a comprehensive market and public relations approach while working with a diverse range of customers in different sectors.

Now that you know different agencies, know that no matter the type of support your company needs, there is an agency that can help you effectively manage your public image and reputation.

DTC PR vs. CPG PR vs. Consumer Tech PR

Your search for DTC PR vs. CPG PR ends here. Direct-to-consumer (DTC) PR and consumer packaged goods (CPG) PR are two types of public relations that focus on specific industries. DTC PR requires a special combination of media relations and digital savvy, while CPG PR requires a deep understanding of storytelling and consumer trends to differentiate brands. Consumer tech PR requires the ability to tell sometimes complicated and technical stories in a consumer-friendly way

The Role of a Consumer PR Agency

Consumer PR agencies take on a variety of functions for their clients. As the future is shaped and molded by technology, the roles will continue to evolve and change along with it. It’s incumbent on consumer PR agencies to stay plugged into trends and technologies that will change the day-to-day lives of consumers in the future. More importantly, though, consumer PR agencies need to have a deep knowledge of Google’s latest changes and how PR agencies can improve client SEO with premium product reviews. Consumer tech PR requires a digital forward approach. 

Reputation Management

The primary role of a consumer PR agency in reputation management is to safeguard and improve its client’s public image. This can be achieved through various tactics, such as monitoring the media for negative stories, managing a crisis to minimize damage, and proactively promoting the client’s positive image. Nevertheless, it is important for consumer PR agencies to prioritize their client’s reputations, as the success or failure of the client’s image can also impact the agency’s reputation.

Crisis Management

In the event of a scandal or other negative online or in-person publicity, or a product recall,  a company needs a team of skilled professionals who can help reduce harm and rebuild its reputation. Similarly, crisis management involves not only managing the aftermath of a crisis but also preventing it from occurring in the first place. Thus, the role of a PR agency is to work with its clients to prevent crises and use all of its resources to safeguard the client’s interests and manage the situation effectively.

Social Media

In the digital age, having a strong social media presence is crucial for all businesses to succeed. A consumer PR agency can assist in developing and implementing a successful social media and digital marketing strategy. They can monitor online conversations about a brand and address negative feedback before it worsens. A PR agency can also help increase your brand’s reach on social media and establish relationships with potential customers through promotional efforts.

Press Releases

The main goal of consumer PR agencies is to generate media coverage that creates a favorable public image for their clients. One way they do this is through press releases. A press release is a written statement provided to the media to generate news coverage, usually containing information about an exciting event, product launch, or other newsworthy technologies. Simply put, they collaborate with the clients to develop effective press releases that attract the attention of reporters and editors.

Media Relations

An effective media relations strategy can create positive press coverage to increase awareness, credibility, and potential leads. Thus, every competent consumer PR agency specializes in specific industries and has established relationships with important media members, such as directors, writers, and editors of famous magazines. They are knowledgeable enough to recognize journalists who cover the clients’ industries and pitch story ideas that interest the targeted audience.

Internal Communications

In today’s digital age, where anything can be shared or “leaked” publicly, businesses need to have strong, well-crafted internal and external communications. Consumer PR agencies not only help clients write speeches and develop internal communications, but they also ensure that these materials are well-written and effective. This includes ensuring that the language is clear, concise, and free of grammar mistakes and that the message is persuasively conveyed through storytelling techniques.

Event Planning

When a client is hosting an event that media members will attend, PR agencies often take on the role of an event planner. The goal is to make sure the event goes smoothly and presents the client in a positive light. To accomplish this, PR agencies handle all aspects of event planning, including booking venues, organizing press conferences, and coordinating travel and lodging for attendees. The PR agency may also use its marketing team to create content for the event before launch.

Market Research

Conducting market research is an essential element of any successful PR campaign. By thoroughly understanding the target audience, PR agencies create messaging that resonates with them and reaches through channels where they are most likely to encounter it. However, to develop an effective strategy, agencies invest their time and resources into market research to understand the needs and preferences of the target audience, enabling them to create relevant content.

Content Writing

PR agencies typically have experienced writers who can create compelling messaging that accurately reflects the brand’s essence. These writers are skilled at crafting captivating headlines and writing persuasive body copy. In addition to developing written content, a PR agency and its marketing team help generate ideas for creative marketing materials such as infographics and white papers. These materials can be useful for telling the brand’s story and engaging with its target audience.

Outreach

PR agencies work to establish beneficial relationships with media outlets and influencers to promote their clients’ messages to the public. The first step in this process is identifying the target audience and creating messaging that will appeal to them. Once the message is developed, the agency aims to get it in front of as many individuals as possible through paid advertising, earned media placements, and social media. By getting the message out to a wide audience, the agency’s goal is nearly achieved.

Media Training

Interacting with the press can be a daunting and challenging experience, even for those accustomed to the spotlight. Therefore, consumer PR agencies work with their clients to ensure they are prepared to handle any questions from the media. This may involve conducting role-playing exercises to help the client practice responding effectively and positively to various scenarios. The agency also guides what to say and what to avoid saying to the press to prevent potential PR disasters.

Influencer Management

Influencer management can be a powerful tool for a brand, allowing it to tap into the influence and reach of key individuals to promote its message and reach its goals, and this can only be done effectively through a consumer PR agency. It involves identifying, engaging with, and working with individuals who can influence public opinion and drive action. An effective influencer management strategy can help a brand reach its target audience and create long-term customer relationships.

How to Create a Consumer PR Strategy?

Don’t have the budget to hire a consumer PR agency? Don’t worry; you can make a strategy by yourself. All you need to do is follow these steps to the very end, and you’re good to go.

  • Define Your Target Audience: Who are you trying to reach with your PR efforts? Clearly defining your target audience will help guide all other aspects of your strategy.
  • Determine Your Objectives: Ask yourself: what do you hope to achieve with your PR campaign? Your objectives should be specific, measurable, achievable, relevant, and time-bound.
  • Identify Key Messages: What do you want your target audience to know or think about your brand? Identify the key messages and ensure they are consistent with your brand’s image.
  • Choose Appropriate Tactics: Based on your target audience and objectives, determine the tactics that will be most effective for reaching and engaging them. These might include press releases, media relations, social media, events, influencer partnerships, or content marketing.
  • Create a Timeline: Develop a timeline for executing your tactics and consider how you will measure the success of your campaign (you can also invest in online tools to keep s track).
  • Implement and Monitor: Put your PR strategy into action and track its progress. Monitor the results and make any necessary adjustments to ensure that you meet your objectives.

Wrapping Up – What Does a Consumer PR Agency Do

One of the main tasks of a consumer PR agency is media relations. This involves building relationships with journalists, bloggers, and other media influencers and pitching story ideas to them to secure client coverage. At the very least, this can include distributing press releases, organizing media events and interviews, and providing background information and research to journalists.

Another important function of consumer electronics PR is social media management. This involves creating and managing the client’s social media accounts, developing strategies and campaigns, and engaging with followers and influencers. Moreover, PR agencies may also create and distribute content, such as blog posts, infographics, and videos, to promote the client’s products or services.

Overall, the role of a consumer PR agency is to help its clients build and maintain a positive image and increase sales by promoting their products or services to consumers through a variety of methods, including media relations, social media management, event planning, sponsorship, and market research. By effectively communicating the client’s message and building relationships with key influencers and media outlets, a consumer PR agency can help its clients achieve their goals.

Finally, this brings us to the end of this blog; now it’s time to hear from you. Questions or comments? Or maybe there’s something we missed? Either way, feel free to contact us. 

 

Are you wondering, “what is thought leadership?” Read on to find everything you need to know about the concept and its best practices!
Thought leadership is one of the words that rile up the buzzword police more than almost any other term. Joel Kurtzman, the founding editor-in-chief of “Strategy & Business” magazine, was the first to use the term in 1994 to refer to an individual who has an in-depth knowledge of a company marketplace, a comprehension of the customer’s requirements, as well as innovative and distinctive ideas and points of view. However, what does “thought leadership” mean in the 21st century?

What Is Thought Leadership?

Thought leadership is the dissemination of original and authentic information that draws on the author’s knowledge, perspective, and experience to impart some of that wisdom to other individuals. The three essential components of thought leadership are taking a position, adding to your knowledge, and creating value.

Some individuals believe that thought leadership should be presented in written material. This may require taking a public stance on the business’s contentious problem. Others argue that thought leadership is holding the position of a subject matter expert and using that status to influence a particular field or endeavor.

Thought leadership is a combination of the two. It’s disseminating information that is thought-provoking and based on research to propel change and provide educational value. However, it is not a destination in and of itself. The only way for thought leaders to create a meaningful business impact, which many economic indicators can show, is via the consistent and long-term execution of their ideas.

Who Are Thought Leaders?

Individuals considered knowledgeable opinion leaders and the go-to sources in their respective fields (in an industry, niche, or across an entire ecosystem) are known as thought leaders. They are the reliable sources that motivate others and inspire them with new ideas; convert those ideas into reality; and know how to reproduce the success and teach others how to do so.

Amanda Nguyen of Rise, Sara Blakely of Spanx, and Ron Finley, the co-founder of Green Grounds, who dresses up himself as the “Guerrilla Gardener” to encourage people in Los Angeles to cultivate gardens in deprived neighborhoods, are examples of thought leaders we admire. What makes them all unique? They are changing the world while encouraging others to join in.

Although thought leaders come in many shapes and sizes, they can come from any background or community. Yet, thought leadership is something that only some can achieve. Experts in their respective fields are often considered the most influential thought leaders. These specialists may be CEOs, writers, consultants, coaches, or enterprises (B2C and B2B).

Thought Leadership Best Practices for 2023 and Beyond

Whether you’re new to thought leadership or an experienced practitioner, this section has everything you need to know. So, continue reading to discover a step-by-step guide on designing, creating, and carrying out a thought leadership strategy like executive visibility with integrated communications, followed by best practices for 2023 and beyond.

Step 1: Outline Your Unique Goals
The first thing you need to do is figure out what you want to accomplish by putting yourself in a thought leadership position. To do this, review your current marketing objectives and think about how thought leadership may assist you in achieving each one, assuming it can do so. Suppose increasing business awareness is one of your PR objectives. In that case, writing a post on accessibility challenges that customers in your sector face may help you grab individuals’ attention.

Step 2: Assess Present Thought Leadership
Now is the time to study and investigate the different thought leadership currently present in your industry through online forums, commercial periodicals, academic journals, company blogs, and more. This entails researching yourself as well as your competitors. By acquiring a deeper understanding of the latest concepts and trends in thought leadership (from both your side and your competitor’s side), you’ll better comprehend the primary problems plaguing your sector.

Step 3: Identify Your Thought Leaders
Building a roster of thought leaders is the most brilliant move if you’re planning on discussing a wide range of subjects through your brand. Consider the essential specialists employed by or affiliated with the company firm. According to the feedback received from professionals in the relevant field from one of the studies, thought leader role models often have the following five characteristics:

  • Alignment with your company/brand and its ultimate mission and values
  • A thirst for conveying strong opinions, innovative ideas, and concepts
  • Both knowledgeable and passionate about the relevant industry/sector
  • Experienced in sharing real-life experiences publically with the audience
  • A loyal following (not only on social media but among the team members)

Now that you know how to identify thought leaders, the next step is to determine where they fall on an organizational level. For example, what does your company specialize in doing the best? Where do you put most of your focus? Think about the more prominent brand narrative and ideals you uphold. This way, it will be much easier to shortlist the most authentic thought leaders.

Step 4: Generate Your Distinct Thought-Leadership Content

When it comes to the process of content creation, writing articles as part of your thought leadership strategy is a smart place to begin since it demonstrates your expertise in your field. Once you believe you have a sound system for creating articles, try different mediums such as videos, podcasts, webinars, and eBooks. Before designing the material, you must first decide what themes you want to address. To do so, start with the following crucial steps:

  • Research topics by observing the latest trends in your niche and learning from others.
  • Map out the content production process by assigning duties to particular employees.
  • Finally, stay fluid in terms of publishing calendars to adjust to emerging new trends.

 

Be aware that as you publish material demonstrating thought leadership, you’ll also collect additional data on the returns of this content. By disclosing this information to your team leaders, you can inform them of how successful the plan is and the forms that will best connect with your audience.

Step 5: Dispense and Market Your Content

You may write the most engaging, helpful, and thought-provoking content possible, but if no one can discover it online, it won’t accomplish much. Thus, the essential part of any thought leadership campaign is the development of strategies for distributing and promoting the material. Read on to discover some effective marketing strategies to promote your thought-leadership content.

  • Start by promoting the content on external and internal company channels.
  • Pitch your content to publications, journalists, and other industry influencers.
  • Collaborate with non-competing brands via joint thought leadership content.
  • Reach out for contributions from relevant influencers and opinion leaders.
  • Analyze content creators in your industry to get new, unique insights.
  • Consider adding sponsored content by increasing your marketing budget.
  • Creating a dialogue is an essential component of thought leadership. Therefore, ensure that you follow through and directly connect with the communities, leaders, and influencers. If you run a more prominent company, hire reputation management experts to take care of this. However, if your company is smaller, your thought leader may need to take on a more active role.

Step 6: Measure the Outcome

It is crucial to monitor the success of your thought leadership marketing, just as it is necessary to measure the performance of any other strategy, to determine whether you are achieving your objectives. You may use several content metrics to measure performance and sales results. The following are the primary outcomes that may be generated through thought leadership content:

  • Backlinks
  • Organic Traffic
  • Media Mentions
  • Email Subscribers
  • Total Leads/Sales
  • Social Engagement

Consider experimenting with different ways of measuring progress. For example, you can regularly host thought leadership webinars and provide rating-based questionnaires to all registrants after each session. In addition, you may monitor to determine whether your webinar has attracted the target audience. It may be hard to believe, but this indicator is far more important than the registered individuals.

Best Practices to Follow in 2023 and Beyond

The ultimate goal of a thought leader is to make sure that their specialized skills and knowledge are shared with others to contribute to the expansion and success of the business. The essence of thought leadership is assisting other individuals in gaining a deeper awareness of themselves, identifying their unique contributions to the world, and positioning themselves for sustained success. So, how do we pave the path for thought leadership that works wonders?

Recognize the Area of Expertise
First things first, a thought leader must have a solid understanding of the topic, ensuring that they communicate their expertise straightforwardly and consistently. This contributes to the credibility that is established in the sector. In addition, thought leaders must be responsible for remaining focused on their areas of expertise while simultaneously disseminating information.
Be an Industry Expert
As soon as the thought leaders have determined their area of expertise in the field, it is time for them to become an authority in that particular area. To begin, aspiring thought leaders must ensure that they are continually present on what is occurring in the industry, what is new, what is effective, and what is not. The idea is to educate oneself first before attempting to teach other individuals.
Identify the Approach
This is an essential practice to follow. First, make an effort to comprehend the intended audience, then determine what they expect, and last, investigate potential solutions to guarantee that the appropriate data is sent. If the leaders do not have a clear aim and objective in mind, they simply won’t be adding to the noise, as the audience wouldn’t be able to take any value from it.
Use the Latest Technology
It is essential to carefully plan out content from the beginning to be an influential thought leader, and this goal may accomplish by using the latest technology. It gives groups and leaders the ability to devise improved tactics, which in turn makes thought leadership more effective. Not only that, but leaders may also use a content management system to store vital data and then distribute it.

Never Stop Learning
We’re all human, and we’re always learning. Therefore, those in thought leadership positions must realize that they should constantly be eager to learn new ideas and be open to criticism. In point of fact, gaining information and understanding through the real-life experiences and perspectives of others is the most effective method to do either. However, always remember; you do you.

Final Thoughts

Creating space for an effective thought leadership approach may result in several positive outcomes. Although it might be difficult and time-consuming, the rewards that will accrue to all those who want to or now hold the position of thought leader make it worthwhile.
At the end of the day, we can only hope that individuals around the world will be able to have a deeper understanding of thought leadership. They must make more informed choices by adhering to these best practices for 2023 and beyond.

Therefore, CEOs need to understand who their ideal customers are, and then they can choose the channel that would bring them the most success. CEO Thought Leadership is important for most of the decision-making process.
Finally, this brings us to the end of this blog; now it’s time to hear from you. Any questions or comments? Or maybe there’s something we missed? Either way, feel free to connect with us regarding our Thought Leadership Program, especially for busy executives.

Consumer PR is something many ambitious brands use, particularly during hyper-growth or product launch phases. Consumer PR is the reputation and awareness building brands do to improve their image to the public. This is in contrast to B2B PR, which seeks to improve the reputation and awareness of a company within a particular business vertical. Brands know new customers buy faster and existing customers buy more often from brands they can feel good about. Consumer PR can take on many sub-forms of public relations, including:

  • Community Relations: building relationships with community stakeholders.
  • Product Public Relations: Product reviews and placements in consumer publications.
  • Purpose-Driven PR: Proactive values that incorporate social, cultural, and environmental issues.
  • Experiential PR: Opportunities for the public to engage directly with the brand in-person.
  • Integrated PR: PR campaigns that use paid avenues to create media coverage and word of mouth.

Why do companies engage in consumer product PR?

PR is the most trusted form of awareness building. Consumers trust reviews more than any other type of product awareness, like advertising. Reviews can come as online reviews, and even from influencers and bloggers or can come from media outlets. Media outlet coverage is particularly coveted because not only does it have powerful sway, it adds extra brand cache and it sticks around for a long time online. For DTC and e-commerce brands media coverage also improves SEO, a really important ingredient in online sales. Investors also like to see a brand in the media, it provides valuable social proof.

Why would companies engage in community relations? 

Anytime a company needs its local community’s support, community relations matters. Sometimes brands want to be good community partners because it makes recruiting for top talent easier. Or maybe they want to expand, and they need City Council approval on a piece of land they’re eyeing. Or perhaps the brand simply values being a good neighbor to the communities in which it operates. 

Why would a brand engage in Purpose-Driven PR? 

Brands engage in purpose-driven PR for a variety of reasons. One can certainly be to improve their brand image in the eyes of their customers. You will often see purpose-driven brands publish an annual report. Not only does this report track its own progress, but it also provides the public with the progress as well. We tell our clients that strategic purpose-driven PR should be systemic, and externally virtuous, but meaty and measurable.

Why would a brand engage in experiential PR? 

When you think of cutting-edge sports, what brand comes to mind? It’s probably RedBull. RedBull became a household name through events. That’s because RedBull’s brand is inextricably tied to cutting-edge sports. Their support and engagement of some of these sports basically gave legitimacy to the X Games because competitors could finally focus their efforts entirely on their sport. In fact, RedBull created the first international kiteboarding competition. RedBull’s commitment to extreme events and competitors keeps them at the forefront of beverage brand awareness. Experiential events can be expensive, but when you consider the ROI both in advertising dollars saved and PR and brand affinity, experiential events are powerful tools in the PR arsenal.

Why would a brand engage in integrated PR? 

The best integrated PR campaigns use many marketing PR levers to make an impact. An example of this would be Coinbase. In 2022, they purchased a Super Bowl ad that was nothing but a QR code. Millions of viewers stared at their screens in awe that a brand would purchase one of the most expensive ads in history and do nothing but float a QR code across the screen. But that was the entire point. In fact, for many consumer brands, the reason to purchase a Super Bowl is the added PR coverage around Super Bowl ads. Weeks before the Super Bowl, consumer brands release their ads, either to the press or the wider public on YouTube, to ensure their creative ad gets the free press it deserves.

 

Brands that build loyalty and love through PR grow faster and have higher customer retention and consumer PR improves other initiatives such as fundraising, that are vital to a thriving brand If you’re interested in consumer PR, contact us. We’re a top-rated consumer PR agency.

The unfair and highly politicized stigma that once surrounded the use of cannabis is quickly dissipating as more states embrace legalized cannabis and cannabis-related products. The earliest cannabis brands hired PR firms to reduce stigmatization. With a budding industry on the rise, more companies are jumping on the cannabis bandwagon. While this hyper-growth is great for consumers, it has created competition in the cannabis marketplace. How can cannabis companies set themselves apart to capture a chunk of the profit? No doubt, hyper-growth cannabis companies absolutely have distinct PR needs.

To keep up with industry growth, the time may be right to consider hiring a cannabis PR agency. PR isn’t just for high-profile celebrities. Public relations firms can help you market yourself, your unique products, and let the public know how you stand out from the crowd. However, before you hire a PR firm to represent your business, consider how a cannabis PR firm may benefit your company and how to choose the right firm for your needs.

What is a PR Agency?

Public relations agencies are multifaceted firms that specialize in promoting and growing other businesses through editorial coverage. Editorial coverage is sometimes known as “earned” or free” media because it isn’t a paid placement in an outlet. A PR agency generally doesn’t buy or place ads on social media or through billboards or podcasts. A PR agency knows how to leverage the media for the benefit of a company. Media can include local news, national news, newspapers, magazines, and websites.

The ultimate goal of a PR agency is to promote the best interests of its client by generating favorable media coverage. When potential customers view this coverage, it builds brand recognition and trust in the company. The positive public opinion can then help translate into sales for the business.

What Does a Cannabis PR Firm Do?

A top cannabis PR firm specializes in drumming up positive media coverage for growing cannabis businesses. They generally will use their resources to pitch story ideas to various media outlets. They will then follow up with these media outlets to convince them that the story will interest their viewers or readers. In the end, the media outlet gets a piece that entices its audience. The cannabis company then gets recognition. A good agency understands how to take a company message or campaign and translate that into a positive media piece.

On the flip side, a cannabis PR agency can also help a business mitigate the fallout from a less than ideal or unfortunate situation. A good firm is always strategically thinking about how to protect a client from potentially hurtful coverage. An agency can also help formulate a response that is both appropriate and has the potential to turn a situation around.

Overall, you want a cannabis PR agency to be well-versed in the following:

  • Writing and distributing press releases
  • Following up with appropriate media outlets after the release of a press statement
  • Crafting pitches
  • Product placement
  • Writing speeches
  • Crisis management
  • Copywriting
  • Blog writing
  • Market research
  • Event planning
  • Community engagement
  • Non-profit relationship management

Some of the most successful PR firms have former journalists and news people on their staff. These individuals generally have inside knowledge of the media industry and can leverage their former contacts and skills for the benefit of cannabis clients. These professionals know what stories media outlets generally select and can help convince them that coverage of your materials is beneficial to the outlets and the community.

Picking a Cannabis PR Firm

In many areas, cannabis is a relatively new business. When looking for a PR firm to manage the image and media coverage of a cannabis business, there is an important initial question. A company should ask if the agency has previous experience working with the cannabis industry. Why is this the most important question? There are limitations on the types of material and information that can be distributed about cannabis in some jurisdictions. A business will want to make sure that the PR firm they are working with understands the intricacies of working with the media and cannabis-related businesses. Knowledge of the industry helps ensure that your coverage is positive and accurate. It will also ensure that media outlets distribute coverage with the best chance of being picked up and not tossed in the press-release trash bin.

Beyond looking for an agency that understands the unique challenges of working with cannabis-related businesses, you will want to sit down and outline your marketing goals. What are you hoping to achieve? What is your budget? What are you expecting a firm to deliver? Establishing your objectives and goals early will help in selecting the best firm for your company. Once you determine these objectives, find a PR firm that aligns with your goals. Consider the following:

  • What is your budget?
  • Do they specialize in a specific industry?
  • How do they measure success?
  • What is their communication style?
  • How often will they be in contact?
  • Does their team have experience in PR and marketing?
  • How do they generate coverage?
  • Do they have experience handling crisis situations?

Hold meetings before you settle on a PR firm. In these meetings, you can ask plenty of predetermined questions pertaining to your concerns and goals. Consider these meetings an interview process. You want the best candidate for the job. Effective coverage doesn’t happen passively. It is a process that needs to be actively pursued and nurtured. The PR team you choose should be aggressive, responsive, and communicate with you throughout the PR process.

PR as an Investment

Making investments in your business is essential to growth. You know how to cultivate relationships with growers, suppliers, paraphernalia manufacturers, consumers, and sometimes even local artisans and craftsmen. Securing the help of a PR firm is another form of investment in your business. A solid relationship with a cannabis PR firm can help increase recognition, brand loyalty, and visibility in the community.

Eventually, these attributes can start translating into new customers, repeat business, and profit growth. The relationship between the cannabis industry and the media is always evolving. If you’re ready to experience growth and visibility for your business, hiring an experienced cannabis PR agency is the next step to developing your product’s brand.

There’s a secret hidden in ALL our brains that you can use for cannabis content marketing.

Did you know that we’re all ruled by a super powerful hormone? It’s true. This hormone dominates decision-making, especially split-second choices like the ones digital users are making every day. Decisions like “click,” “like,” “retweet,” and “buy” and “subscribe” are all significantly impacted by this hormone. Savvy marketing strategists have been triggering this hormone for years, some knowingly, some stumbling upon it.

You’ve undoubtedly heard of this hormone. You’ve heard about in the context of drugs, sex, and even food. But what does this hormone do for cannabis marketers? I’ll get to that in a minute.

First, a little more about this hormone: dopamine. See? I told you you’ve heard of it. Dopamine is best known as the “pleasure hormone.” It’s the hormone that creates the surge of euphoria that we feel after a satisfying cannabis session. But, the surge of satisfaction is not actually the most powerful tool in a marketer’s arsenal.

The most powerful tool for the marketer is anticipation.

And it turns out that dopamine is actually more aptly described as the “wanting and seeking” hormone.
Ah. Now you get it right?
It turns out that the “wanting and seeking” trigger is MORE powerful than the “satisfaction.” Which means, we’re hardwired to keep looking, keep seeking until we satisfy our wanting and seeking. And then, we’re hard-wired to do it all again.

Think for just a moment about the advantage to your content and overall cannabis marketing strategy if you can trigger this motivation. Images can trigger our wanting and seeking. Ever seen a really great close-up shot of your favorite food and found yourself searching for how to have it delivered at lunch that.very.day? Images of just about anything we want can trigger our “wanting and seeking” hormone. This means you really need to think about the images you’re using in marketing and advertising, because images are incredibly key to the top of the funnel.
While we see food and sex all the time in marketing, maybe those images aren’t appropriate for your brand. Although this knowledge is particularly useful for the cannabis industry – imagine using a cupcake instead of a joint in everyone one of your Instagram posts. Not only would this spark some word-of-mouth PR, but it solves many of the problems cannabis brands have with their own Instagram presence. Imagine how much harder it would be for Instagram to punish a pro-cupcake brand. Not only does this stike at the consumers’ anticipation in two different ways, it also creates another type of seeking.

Guess what else fuels our anticipation?

Just guess.
This is super important because not all businesses and campaigns are suitable for triggering the food, sex and drug urges.
Curiosity.
The brain experiences dopamine rushes when we’re curious for more information.
Think about the last Google search you did. Ever been sucked down the rabbit hole of Google and found yourself coming out of the other side 45 minutes later? That’s your insatiable, hormone-driven seeking and wanting trigger. That’s your brain on the anticipation train.

Our quest for information is basically never-ending. We’re hard-wired that way, and from an evolutionary perspective, this is a very, very good thing. Now, WHAT information triggers this is the key. This is where we circle back around to audience identification and personalization.
We’re inundated with information, so we have to be very clear on our audience so we understand WHAT kind of information or curiosity triggers our target audience. Motivational triggers work on all people, but what triggers the motivation is where your marketing research and strategy come in.

Unexpected prompts, audio and visual also trigger our wanting and seeking hormone. You know what does this exceptionally well?
Your phone.

It beeps or vibrates or a message pops up and you almost ALWAYS stop what you are doing to look at it don’t you? This is why SMS messaging is so powerful.  If you do manage to ignore your phone’s notifications, it takes an active and conscious effort on your part.
This is why my most hated and dreaded marketing tactic, pop-up messaging, is so powerful. I drop right out of a page when I get a pop-up because I feel like it’s insensitive to the reader, but the truth is, it works on the vast majority of people because the surprise triggers the wanting and seeking. Novelty and unpredictability also trigger our seeking behavior. Therefore, “New and Improved” works. It’s also why the above cupcake example works.

The Counter-Intuitive Path

You’ve probably heard over and over again to simplify. The message is too long. The funnel is too long.
Overall, this is good advice.
However, once you really understand the “seeking and wanting” hormone, your path can actually be quite long, so long as it keeps triggering curiosity and gives information in small bits and pieces if it gives anything until it offers the solution. Cannabis marketers can use this hunting and seeking trigger on their own websites too. And this is really important, because as federal legalization looms, cannabis brands will need to have a digital presence that is in control of them.

As cannabis education to a larger base becomes more important, you may find this technique particularly relevant in your cannabis marketing.

Have you ever found yourself reading a really ugly landing page with all text? Really awesome copywriters understand how to use this tactic in writing to move you through the process. Interestingly enough, the more time you spend on something, the more committed you are. So long copy, long funnels, they have a purpose and in the right situation, the right circumstance, the right audience, they work. You can use this strategy in your digital cannabis marketing to your benefit, particularly for product launches and blogs.

In A Nutshell:

Here it is in a nutshell, for fast and motivational results: trigger the wanting and seeking hormone.
Make your audience curious.
Lead them down a path that satisfies in bits and pieces.
Experiment with what triggers curiosity in your audience, experiment with the strength of their curiosity with funnel length.
Triggering the “wanting and seeking” hormone is the very premise behind free information in content cannabis marketing and the internet in general.

This article has been slightly edited from the original version on poodlemafia.com

About the Captivation Motivations:

The Captivation Motivations are all built around what I call our “other 90%” of our brain. The part of our brain that is the oldest and most developed part of our brain.

I didn’t make up the Captivation Motivations, I’ve simply been studying them and their effects for the last four years. I’ve been testing them in my strategies and tactics, reading and writing about them.
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.  More and more is now 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.