Tag Archive for: consumer pr agency

What is Sponsored Content vs Branded Content?

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There are so many ways consumer brands can effectively reach audiences today. Brands have a dizzying array of choices; it’s easy to lose track of the difference between paid content, what is sponsored content vs branded content and how does it work with PR? Even the term “media outlets” is confusing because there are so many. For our purposes today, media outlets refer to traditional publications with online versions rather than social media platforms or blogs. Today’s online and print versions (where they still exist) are radically different. There is usually a lot more content on the web version, and there are no space limitations, meaning sponsored and branded content has been democratized. It used to be that only the most prominent brands could afford to buy space in magazines like Women’s Wear Daily or People Magazine, but today, buying content on those online versions is possible for much smaller consumer brands.

 

Sponsored content vs branded content

What is sponsored content?

Sponsored content is produced in collaboration with the brand; the brand has at least some oversight.

Sometimes sponsored content includes indexed links useful to SEO. This is perhaps one of the most compelling advantages of sponsored content. It creates an inbound link from a reputable online source, and it shows up in Google searches, which enhances reputation.

Like an ad, sponsored content may guarantee a certain number of views or placement over a guaranteed amount of time. Some influencers or publications require complete creative control, especially with product reviews. Depending on the outlet, sponsored content, because it has editorial oversight, very often lasts longer, sometimes indefinitely.  Depending on the publication and the format, it will appear with “sponsored” or “ad” designations per FTC guidelines. Branded content can be an article in a publication or an influencer video.

What is branded content?

Branded content is a hybrid of editorial and paid content produced by the publication; it is native-appearing. The placement and content oversight are paid for, and in this way, it differs from earned media. Like sponsored content, branded content is far less interruption than traditional digital advertising. Sometimes branded content includes indexed and because of the editorial oversight, do-follow links useful to SEO.

How to effectively use sponsored and branded content?

The most successful sponsored content and branded does not read like an advertisement.  Instead, it maximizes the space to create entertainment value or evoke an emotional response with storytelling. Creating content that viewers want to read is why paid content is more effective than banner ads. Very often, paid content isn’t even directly about the brand, and it may be a piece of content that distills critical messages to the audience without directly pushing the company; instead, it moves the consumer’s perception of a product or a lifestyle change.

Over and over, I see paid content that feels like a giant ad, and I know it’s because someone in marketing, or maybe even an overly enthusiastic CEO read the copy and said something like,  “There’s no call to action!” or “We aren’t even talking about our product’s best features!” And so the entire piece reads like the brand website. This is such a sad waste of viewer attention. The intent is to create or reinforce the customer journey. Customers almost never buy on the first interaction with a brand, think about paid content as a first or second meeting.

Is paid content effective for consumer brands?

Branded content drives up to 86% more brand recall than traditional advertising. That’s a considerable uptick. So why does anyone do any other form of traditional advertising? The reason is that branded content works because it doesn’t feel like a strong call to action; rather, it feels informative or entertaining, or even like news.

How are branded content and sponsored content similar?

 

How to choose between brand content vs sponsored content? This might be a matter of budget. Experienced content creators like editors at sought-after publications are not cheap.  Sponsored content is often less expensive, and it isn’t usually as in-depth as branded coverage, nor is it always premium quality. Some outlets do not ever place sponsored content in a front page rotation, where they might for premium branded content.

Paid content is effective because, unlike paid advertising, it doesn’t interrupt the viewer’s experience. Very often, there isn’t even a solid call to action in sponsored content. Because there isn’t a strong call-to-action, many brands run ad campaigns alongside their sponsored content to cement brand recall, improving click rates on traditional advertisements. Like an ad, paid content may not be permanently hosted or appear in search indefinitely.  Paid content, when done well, engages the viewer for a longer period than an ad; as importantly, because the view engages with the content, they will be more likely to remember it.

We love paid content because, unlike a traditional ad, it’s usually stickier and can be leveraged in many of the same ways as earned media.

How does it compare to earned media?

Sponsored content feels more trusted than advertisements but not as trusted as independent coverage or reviews. But, like earned media, it provides a way for brands to reach viewers while they’re in the mindset to consume content or while they’re searching for information related to the brand.

Because it isn’t paid, earned media is more trusted, and therefore, more valuable. Also, earned media is permanent. We see search results for earned content that is several years old but still relevant. So earned media is far stickier.

How does it fit in with PR and content strategy?

From a PR and content strategy perspective, we like to use sponsored or branded content to kick off a campaign; this gives us some control over the message early on and guarantees some visibility and search indexing. We use paid content with many of our thought leadership programs, to help leaders develop their voice, their point of view, and reputation. We also use paid content for product introduction. It is not uncommon to see brands use sponsored content in other forms of promotion and advertising.

In short, we think a lot of paid content makes sense with a digitally savvy PR campaign.

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Mastering the Art of Consumer Tech PR

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If you’re counting the number of blogs that mention your company’s name to measure PR success, you’re doing it wrong. Rather than using antiquated methods to gauge PR success, you should hire a reputable consumer technology PR agency that can entice consumers while building trust and credibility. Mastering the art of consumer tech PR means tapping into consumers’ imaginations and early adopter excitement.

According to research, companies launch an estimated 30,000 new products yearly. However, a large number of those tech products (around 80%) fail to make an impact. If you want to avoid your consumer tech product being one of them, then hire the expertise of a consumer technology PR agency to ensure your tech product hits the ground running.

What Is Consumer Electronics PR?

PR is the process of anticipating, identifying, and managing public opinion. While marketing is about improving sales for a company, consumer PR is more focused on developing and nurturing the company’s image. Consumer electronics PR or tech PR is the process of maintaining a company’s tech identity online by not just telling a relatable brand story but also providing valuable information on the products and services of a company.

Consumer electronics PR is the art of establishing and sustaining the excellent image of a technology-focused company. A public relations professional’s primary responsibility is to help build and maintain relationships between a business and its consumers.

It frequently means juggling several media-facing initiatives to develop a positive image between the brand and the consumer. The PR expert will also develop lasting collaborations between a tech brand and influencers, journalists, and publications. A consumer technology PR agency can weave a narrative that works in the brand’s best interest by forming a good working relationship with various media sources.

Some other responsibilities of consumer tech PR are to share information by creating and sending press releases or letters to government officials, media houses, and even the public. By doing this, a consumer technology PR agency can help spread the word whenever they launch a new technology product or service that is developed or updated. Time and well-thought communiqué ensure that all stakeholders and consumers are always in the know.

Since the role of consumer tech PR agencies is to help build connections and promote a tech brand, the consumer tech PR staff also attends essential networking events. These events may include conferences, workshops, industry-specific seminars, corporate events, fairs, and even virtual groups to help build a clientele for the tech startup or business in person and via the written word.

Why Do You Need a Consumer Technology PR Agency?

Hiring a professional company to handle your consumer tech PR is essential because they tailor their messaging for effective communication with the target demographic. For instance, even though a consumer is interested in a particular tech product, they will still need to understand all of the features and the technical jargon that goes along with it.

Instead of confusing potential customers with jargon-rich messaging that’s unreadable at best for the layman, hiring the expertise of consumer tech PR agencies can help get the message across without muddling up the message. Forcing businesses and startups to operate in an increasingly competitive environment makes you feel the need for consumer electronics PR more than ever.

Companies operating in the tech niche also use consumer tech PR agencies to announce significant events in the company. These include launching new products or features, essential milestones, new team members, acquisitions, award ceremonies, and industry-related news. PR agencies help a tech-based company or startup convey its values and increase brand loyalty by sharing important events with its users and potential customers. Furthermore, a tech company can leverage the services of consumer tech PR agencies to show off their successes and establish their brand as an authority in a particular sector.

A consumer tech PR agency has the expertise to create buzz whenever a company launches a new electrical product or if they reposition an electrical product or another typical service. Ultimately, it’s all about making your tech company stand out.

With the electronic market booming and launching new tech-focused brands every day, it pays to hire professionals who can help get your brand’s message across. It is where a consumer technology PR agency comes in. The services offered by a consumer tech PR agency can ensure that your customers and potential buyers are always kept up-to-date on the latest technological advancements and products you have to offer.

In short, one of the most far-reaching and cost-effective ways to carry out a PR campaign is to ensure a consumer tech PR strategy covers all the tech products and services a brand offers.

Mastering the Art of Consumer Electronics Public Relations for Startups

As a tech startup, you will compete with multiple competitors for a slice of a particular target demographic. The bad news is simply ensuring you have a functioning product will take longer. For any tech business or startup, backing with a robust PR campaign to ensure your new product or feature launch can make all the difference.

By hiring a consumer technology PR agency that will leverage its rapport with industry-specific professionals, you can ensure the success of a new tech product launch or feature addition.

For instance, it is not unheard of for businesses and startups in the tech space to pitch ideas that focus not just on the product but also on the brand and its founders to pique the interest of the trade and consumer press, along with other vital drivers who will help boost the results of your consumer technology PR efforts.

Tools such as infographics, videos, illustrations, and high-end photography are essential to showcase the various features of a tech product. However, they will only be helpful if you know who to share them with. It is why a consumer tech PR campaign usually includes inviting key influencers and journalists who cover the tech space and can have first-hand experience using your product.

Having authority journalists and influencers use and review the products is a great way to sway public opinion of your tech product. It can also help consumers make more informed decisions. Furthermore, making your tech product accessible in this way can build trust by showing consumers you don’t just care about your product but also their needs. Regardless of your PR needs, hiring the right consumer technology PR agency will meticulously plan and execute the perfect PR activity with a high ROI, whether a trade show launch or an intimate rooftop party.

Hiring a Consumer Technology PR Agency?

Before hiring a consumer technology PR agency, you must make sure they can help establish and maintain long-term connections with industry leaders, journalists, influencers, and media outlets that are technology focused. It will ensure that a tech business or startup can create engaging and entertaining content by utilizing all the tools in its comprehensive toolbox. This includes case studies, thought leadership pieces, and media releases.

Apart from that, a consumer technology PR agency should also be able to provide high-quality strategic advice and crisis management solutions whenever needed, along with an analyst relations strategy. Consumer tech PR is a critical part of companies that operate within the tech sphere. It can help them establish thought leadership and credibility apart from generating buzz surrounding a particular tech product or service. The following points are just a few factors to consider when choosing consumer tech PR agencies;

A Solid Understanding – A consumer tech PR agency must have a good grip on tech-related jargon and all other aspects of the tech industry. It includes having PR professionals with the right experience and skill set to ensure that the correct technical jargon is used and not overused and that all essential features and specs have been highlighted.

Good Rapport – Another crucial factor in considering consumer tech PR agencies is hiring a company with a good knowledge of authority writers and influencers in the tech niche. In short, they should have a long list of reviewers, bloggers, podcasters, influencers, and journalists who can sway the public’s perception of a tech company or startup.

Thought Leadership Initiatives – Understanding the trends, topics, and angles that best resonate with the target demographic is crucial to success. Hiring a reputable consumer tech PR agency will ensure they can create and execute thought leadership initiatives to benefit both the consumers and the users. While many companies within the tech industry tend to publish high-quality thought leadership content relevant to their goals, the requirements of these publications may vary, which is why it pays to hire an experienced consumer tech PR agency with a strong relationship with publications and various media outlets.

If you have (or planning to launch), a technology firm using a consumer tech PR agency can eliminate the guesswork of communicating your brand’s objectives with the average consumer. The messaging that consumer tech PR agencies use is also more relatable since they can share the importance of tech products and features in a jargon-free manner that’s easy for the average consumer to understand.

Message and Tone – Once the industry-specific messaging is created to help build awareness, the PR agency can fine-tune the message to help tech startups and businesses establish trust with the consumer. By leveraging tech media campaigns with industry insights, consumer tech PR agencies are better positioned to help companies in the tech industry reach their goals and create heightened brand awareness and recognition.

Ending Note

By now, you should have a comprehensible image of consumer public relations and how they can benefit technology-based businesses. Since technology lies at the heart of everything we do, including creating a PR strategy, it pays to invest in the right consumer technology PR agency that can do all of the heavy liftings for you when handling all consumer-focused press relations.

Consumer tech PR agencies are responsible for developing and nurturing a uniform communications strategy for tech-focused businesses and startups. Find out how to create, manage, and analyze display, FaceBook, Instagram, Pinterest, TikTok, and email campaigns with AdRoll.

What sets their services apart is that the overall consumer PR strategy is spearheaded by leveraging their years of experience with robust communication strategies that can take your PR efforts to the next level.

In short, consumer electronics public relations are crucial for tech firms to get the much-needed publicity they need to stand out.

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Consumer Spending Trends and Stats for 2023

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2023 has been a roller coaster for businesses. From CPG to consumer electronics, consumer brands look for ways to see inside the looking glass for the pivotal Q4 holiday spending season. Mixed signals abound. In the spring, Kiplinger’s Economic Outlets says e-commerce and general merchandise spending remains strong and core sales (even adjusted for inflation) were up .6%, but sporting goods, clothing, and grocery continue to decline, this spring. But Father’s Day spending is expected to set records (National Retail Federation), as did Mother’s Day spending. E-commerce and DTC brands wonder how they should plan for the 2023 holiday spending season?

What are the top consumer stats for 2023 that ambitious consumer brands need to know?

  • 86% of consumers say online sources helped them make more informed decisions (Google)
  • Holiday spending in 2023 is expected to increase 4.5% to $1.3 trillion in 2023 (Insider Intelligence)
  • 98% of consumers plan to purchase a Christmas gift (Supermarket News)
  • 55% of consumers have made a purchase directly from email (Cheetah Digital)
  • 88% of consumers plan increased food-related purchases for Thanksgiving (Supermarket News)
  • 31% of consumers say inflation will have a moderate impact on their spending (Numerator)
  • Purchases from banner ads are down 36% (Cheetah Digital)
  • In 2022, 80% of consumers researched or browsed before making a purchase (Google)
  • In 2022, 20% of consumers made a purchase on impulse (Google)
  • 72% of U.S. consumers are prepared to purchase more from their preferred brands (Cheetah Digital)

 

 

Sometimes it’s hard to get a handle on how the consumer feels, especially since your analytics and stats are always backward-looking. That’s why it’s helpful to look at how major retailers view the marketplace.

What are big brands saying about 2023 consumer spending?

“We continue to see some improvements in many items, commodity prices are starting to fall – not back to pre-COVID levels in some examples, but continue to provide some relief – things like chicken, bacon, butter, steel, resin, nuts…Our average transactions, our shopping frequency is up…So those things bode well, but people certainly are spending their dollars where they feel like they should be spending them.” – Costco CFP Richard Galanti

 

“What we are seeing is the consumer making $80,000 a year is trading down…The current economic climate is driving more higher-income consumers into value retail.” – Dollar Tree CEO Rick Dreiling

 

“..We believe the desire to be with loved ones, go on vacation, and attend events has not diminished, and expect gift-giving and occasion-based demand to continue. – Macy’s CEO Jeff Gennette

 

Top trends driving consumer spending

 

Consumer Loyalty

Given rising prices, consumers increasingly choose to stick with the brands they know and love. Consumer brands can leverage this through loyalty programs and word-of-mouth incentives. Give your loyal customer a reason to share your email or recommend your brand, so the next time it comes up with their friends, your brand is top of mind. One way to do this is provide tips and social proof in your email marketing. It’s all about positioning. Your current customers don’t need to be “sold”; they need to have their choices reinforced. Therefore we recommend brands leverage PR coverage in their email marketing with a pat on the back and share an incentive to their existing customers. For those who are on your list and haven’t yet purchased, use a “look what others say,” message.

 

Values-Based Messaging

On the decline? Purpose-based messaging. Only 16% of consumers are voting with their wallets about “responsible brand” messaging. This is likely because of a general fatigue of this type of messaging. Consumer brands sound continues with existing social-impact programs but present them to consumers as part of the brand, not as a defined campaign.

 

Advertising Trust Decreases

While searching online for third-party verifications like reviews and media coverage is up, purchasing from banner ads is down 36% – consumers know ads aren’t trustworthy. Consumers are overwhelmed with messages and struggling to keep up with all the “buy now” signals. They’re looking for ways to cut through the noise and they trust search results and social proof more than anything else. This is also a good time to invest in quality owned content. As search continues to evolve due to AI changes, quality content will become more critical.

 

In conclusion…

Consumer holiday spending will be up, but consumer brands will need to fight both harder and smarter for those dollars. This isn’t the year for ambitious brands to take their foot off the gas. You can examine ways to spend smarter with your existing agency or you can look for programs that decrease PR agency costs for consumer brands.

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3 Pitfalls to Purpose Driven Communication

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Recently, Google polled 3,000 Americans to find out how they responded to sustainability messaging. As more brands make efforts to become more sustainable or even start any sort of purpose-driven communications,  these four tips will help you communicate purpose-driven messaging effectively. 

Today’s consumers are smarter about messaging. Millennials, the first digitally native generation, are grown-ups, and have their own kids. Gen X (now called Zoomers), see right through greenwashing. They can smell inauthenticity and they actively bristle at brands leveraging purpose-driven messaging to improve their own reputations. And they are right to be skeptical. According to a Google study global survey of top-level executives 59% admitted to overstating — or inaccurately representing — their sustainability activities. Whoa. That’s not a trust-first strategy at all.

So how can well-meaning brands celebrate purpose-driven messaging like sustainability, and awareness days like Earth Day, without alienating their customers?

Communicate Sustainable Efforts with Plain Language

Purpose-driven messaging is nuanced, but sustainability messaging is quite difficult because sometimes an effort to be sustainable has unintended, non-sustainable results. Yet, it’s important to be clear and honest when discussing your company’s efforts.

One way to do this is to share your sustainability goals and roadmap and be candid about your yearly progress. An annual purpose-driven progress report that is open and available on your website allows your customers to come on the journey with you. And explaining how to you took action and the implications helps consumers understand the complications.

Let me tell you a story. Many years ago, I had a client who created disposable compostable plates and utensils. Before we could even get into messaging, I had to take a mini science lesson because compostable can be problematic due to chemicals used to breakdown items like this, yet using products like this is still better than using plastic that ends up in the landfill, right?

Everyone agreed that anything misleading would destroy trust. We landed on a simple outcome everyone can understand: less plastic is better. And this was a fantastic choice because everyone can clearly understand that we have a plastic problem, and it creates an awareness of a bigger issue that the brand is trying to tackle.  Today if I had that client, we would dig deeper and be even more transparent, but this was 2009, and we were barely scratching the surface of how complicated “sustainable” really is to achieve.

Simple is better. Honest is better. Transparent is better. 

 

Celebrate The Accessible

What creates change? From a sustainable messaging standpoint, we’re past awareness. In 2009, Harvard Business Review study found cost is one key reason people don’t adopt sustainable practices. Things like EVs and solar panels are financially inaccessible, to say nothing of the fact that the nations 44 million renters can’t do either of these things.

But what is one thing everyone can do? Reuse. That’s something to celebrate, and it’s accessible to millions of people. Folgers recently did a commercial about reusing its glass jars; I like this because I think it’s on-point to their consumer. The ad incorporated a touch of nostalgia which was effective too. On the flip side, in a recent AdAge podcast, some creatives slightly skewered the video by asking, “What about the plastic lid?” which I think misses the point. The point is: when you remind your customers of the accessible ways they can make a difference, it empowers them.

Focus on small, actionable, concrete actions that you can celebrate alongside your customers. 

Dire Threats Aren’t Effective

“When asked to describe “actions or attitudes that could make people feel bad about their impact on the environment,” many U.S. survey respondents pointed to images of landscapes ruined by trash, fires, or pollution, while some pointed to images of animal suffering.”

Not only does messaging like this put the consumer in a terrible position, it’s disempowering. This kind of messaging is increasingly ineffective because consumers have had it with feeling bad about a gigantic problem that they, as an individual, can’t personally solve alone. And why is the burden even on the consumer all the time anyway? What is the business doing internally?

Instead, focus on positive outcomes. Before and after pictures of rooftop gardens, clean parks, these are all uplifting images that send a positive, impactful message. 

Use Educated Consumers to Your Advantage

Sustainability has become political. It’s that simple. For example, according to Harvard Business Review:

“Republicans were less likely to buy a compact fluorescent light bulb that they knew was more energy-efficient than an incandescent bulb when it was labeled “Protect the Environment” than when that label was missing.”

Most consumers who want a sustainable bulb know incandescent bulbs are more sustainable. But instead of pointing to the environmental benefits, labeling incandescent bulbs as more energy efficient is effective for a wider range of consumers. Everyone can see the benefits of saving energy, whether for sustainability or economic benefit.

Without a plan and consideration for the pitfalls, purpose-driven communication can do more damage than good. For more recommendations, download our Purpose-Driven Guide, which provides an internal roadmap to avoiding the typical challenges of communicating purpose-driven messages.

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Why Hiring a Cannabis PR Firm Matters

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Ask anyone who works in the cannabis industry: it’s different from any other industry. It’s not “just another CPG” product. It’s a highly regulated, heavily watched, extremely volatile industry. Our firm handled the first cannabis product recall in California, and we can tell you it’s not like other product recalls. We’re deeply engaged in the cannabis industry through our NCIA leadership and we proudly spearheaded the Best of 420 Clio Cannabis last year. The cannabis industry, which started in 2012 when Colorado and Washington legalized recreational use, has a history and patchwork of regulations even though it’s an emerging industry. Navigating these waters takes strategy, foresight, and the ability to read the tea leaves, which only comes from experience – that’s why hiring a cannabis PR firm matters.

 

The Cannabis Industry is Not The Green Rush

The ACTUAL gold rush was famously unregulated; it was a bonanza of rebels who swarmed government lands with impunity. Or the tech industry, whose ground-breaking innovations in media, medicine, and technology happened without major government oversight for decades, giving time for some of the world’s most profitable companies to take root.

The cannabis industry is on fragile ground. Even the most basic of business tools, the bank account, is challenging to secure for plant-touching cannabis brands. Unlike the surge of other emerging industries which merged into hypergrowth businesses, from the very first, the cannabis industry has been highly regulated. No startup industry has managed so many regulations, taxes, and hurdles early in its growth.

Why does this matter when hiring a cannabis PR agency? Because there is a more significant responsibility to consider and more to lose for cannabis brands. Anytime a bad actor lands in the cannabis industry, legislators can point to the irresponsibility of that single company as representative of the entire sector – fair or not. Cannabis brands must take the reputation of the whole cannabis sector seriously. Cannabis owners have the opportunity to be cultural leaders, and that’s a heady but consequential task that a cannabis PR agency knows how to handle.

If the cannabis industry is to change its federal legalization situation, then it must take the reputation of the cannabis industry seriously; that’s why hiring a cannabis PR firm matters.

 

Building a Brand Matters More in Cannabis

There are only a few ways for cannabis brands to differentiate because of the limitations on cannabis brands. Therefore, cannabis brands must use the marketing and communication tactics that are open to them, strategically.

While a cannabis connoisseur may be able to detect the subtleties of your flower’s terpene profile, the average U.S. consumer is still blissfully unaware of what a terpene is. It’s essential to meet your consumer where they are and celebrate their lives through the articulation of your brand. People are rarely drawn to a brand because it educates them; educational content has its purpose, but as a cannabis brand, you must know its purpose and place more than other consumer brands. And when I say brand, I mean every touch point from cannabis packaging to website. If your website looks amateur, then it doesn’t scream luxury or lifestyle; it screams “cheap, and uncommitted.”

Don’t kid yourself into thinking your digital presence doesn’t matter because traditional e-commerce isn’t available to cannabis brands. The fact is, search is one of the most powerful marketing tools you can leverage, and PR and content are critical to successful cannabis SEO.

It’s more important than ever that brands articulate clearly WHO their customer is. This is true of all consumer brands – but for the cannabis industry, where it’s even more challenging for the consumer to differentiate between brands, it’s even more critical that you tell them. No successful brand is everything to everyone right away. It took decades for Coca-Cola to be a brand that crosses generations and lifestyles, and even with that, Coca-Cola is continuously adding new products and new campaigns to reinforce its connection to segments of its audience. No cannabis brand has the history or the budget to operate the way the world’s biggest brands do – and that’s OK. You can’t be ubiquitous, but you can be niche.

But being a cannabis company doesn’t make you a cannabis brand-a brand you must build. And PR is a vital tool for emerging industries and ambitious brands for a reason.

Today’s cannabis brands have a multitude of strategies for their future. Some want to create generational family businesses, some want to be acquired, and some want nothing less than world domination. All those things are possible when you build a cannabis brand and that’s why hiring a cannabis firm matters.

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What Does a Consumer PR Agency Do?

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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. 

 

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