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Have you ever wondered how brands navigate the stormy waters of public perception during a crisis? Crisis PR is at the heart of these efforts in consumer PR, a specialized approach designed to manage and mitigate the fallout from unforeseen events that could tarnish a company’s reputation. Read on as we delve into the pivotal role of crisis PR within the consumer PR landscape, highlighting its significance and the multifaceted roles it plays in safeguarding a brand’s public image.

What Exactly is Crisis PR in Consumer PR?

Crisis PR in consumer PR involves strategic communication and action plans implemented by businesses to address and resolve incidents that negatively impact their market reputation among potential consumers. Unlike regular PR, crisis PR is reactive and requires swift, effective measures to prevent or repair damage to a company’s public image. It’s an indispensable component of modern consumer PR crisis management, ensuring brands can quickly bounce back from adverse situations.

The Role of Crisis PR in Consumer PR

The role of crisis PR within consumer PR is multifaceted, acting as a shield and strategic advisor to navigate through storms that threaten brand reputation and stakeholder trust. Here, we delve into distinct roles that crisis PR plays, each vital in managing and mitigating the impacts of a PR crisis:

Immediate Response Coordination

In the face of a consumer PR crisis, immediate response coordination is paramount. This role involves assembling a team, assessing the situation, and executing a predefined crisis response plan. The goal is to mitigate damage by controlling the narrative early, preventing the spread of misinformation, and ensuring that all actions are coherent and aligned with the brand’s values.

Stakeholder Communication

Effective communication with stakeholders is crucial during a crisis. This involves drafting clear, concise, and honest messages that address the concerns and questions of all stakeholders, including customers, employees, and investors. The aim is to maintain trust and transparency, ensuring that stakeholders feel informed, valued, and reassured about the steps being taken to manage the crisis.

Media Liaison

Acting as a bridge between the company/organization and the media, this role focuses on controlling the flow of information. It involves coordinating press releases, organizing press conferences, and managing interviews to ensure that the company’s perspective is accurately represented in the media. This role is vital in shaping public perception and preventing the spread of any false information.

Reputation Monitoring

Continuous monitoring of the brand’s reputation across both online and offline channels is extremely essential for the company. Monitoring involves tracking brand mentions on social media platforms, news outlets, and forums to quickly identify threats or negative sentiments. By staying alert, the crisis management team can promptly address issues before they escalate, protecting the brand’s image.

Consumer Crisis PR  Simulation Training

Preparing for a PR emergency involves comprehensive crisis simulation training, where dedicated teams are exposed to diverse hypothetical scenarios requiring them to react swiftly and make informed decisions under significant pressure. This training enhances the team’s readiness and confidence, ensuring they can handle real-world crises more effectively and with greater composure.

Message Development

Crafting messages during a crisis is a delicate task. This role focuses on developing communications that express empathy, demonstrate accountability, and outline a clear, actionable path forward. Messages must resonate deeply with the brand’s diverse audience, reflecting its commitment to resolving the issue at hand and steadfastly upholding its core values throughout the process.

Social Media Management

In today’s digital age, social media is a battleground for reputation management. This role involves monitoring social media channels for mentions of the actual crisis, engaging with users directly to address any concerns, and publishing updates and official statements. Effective social media management can significantly influence public sentiment, turning potential backlash into support.

Legal and Regulatory Guidance

Navigating the legal and regulatory landscape is pivotal during a crisis. This role provides expertise on potential legal risks and ensures regulatory compliance, guaranteeing that all communications and actions are within legal bounds. It plays an important role in helping to prevent any additional complications that could arise from daunting legal challenges or significant regulatory violations.

Crisis Recovery Planning

Beyond immediate crisis management, recovery planning is essential. This involves strategizing effective methods to rebuild the brand’s reputation and consumer trust over time. Recovery plans may encompass targeted marketing campaigns, community engagement efforts, and comprehensive initiatives specifically designed to address the root causes of the crisis, ensuring a resilient comeback.

Employee Advocacy

Encouraging employees to be the company’s brand ambassadors plays a significant role in crisis management. This involves communicating internally with clarity and confidence, providing employees with the information they need to support the narrative. Employees may positively influence public perception through their personal and professional networks.

Consumer Feedback Loop

Integrating consumer feedback is crucial in satisfactorily resolving a crisis. This role involves seeking out and thoughtfully addressing consumer concerns, suggestions, and questions. By demonstrating a commitment to listening and continuously improving, brands can strengthen relationships with their potential customers and substantially enhance loyalty, fostering a positive, enduring connection.

Crisis Impact Analysis

Understanding the full impact of a crisis is vital for effective management and recovery. This role involves analyzing the extent of the damage to the brand’s reputation, overall financial performance, and customer relationships. Insights gained from this crisis analysis inform strategic decisions and help measure the effectiveness of crisis management efforts.

Strategic Silence

Sometimes, the best response is strategic silence. This role involves judiciously deciding when not to communicate, avoiding the unnecessary escalation of certain sensitive issues. It requires understanding the crisis dynamics and the complex media landscape, ensuring that silence is leveraged as a powerful tool rather than being misconstrued as a sign of indifference or neglect.

Third-Party Endorsements

Gaining support from influencers, industry experts, and reputable third parties can help restore credibility. This role strategically leverages these valuable endorsements to reassure stakeholders and the public, demonstrating that the brand remains respected, trusted, and viable despite the crisis. This approach underscores the brand’s enduring value and commitment.

Community Engagement

Strengthening ties with the community is a powerful way to enhance a brand’s image and support recovery. Active participation and sponsorship of community events, charity endeavors, and various initiatives underscore the brand’s deep commitment to making a positive social impact. These actions improve the brand’s perception and foster a sense of community and shared values.

Crisis Communication Training for Leaders

Leaders play a crucial role during a crisis. This vital role involves training executives and spokespersons in effective crisis communication, ensuring they convey competence, empathy, and decisive leadership. Well-prepared leaders can influence public perception, reinforcing trust in the brand and demonstrating its commitment to transparency and accountability in challenging times.

Post-Crisis Analysis

After a crisis, conducting a thorough analysis of the response efforts is essential. This role involves carefully reviewing what was done well and identifying specific areas for improvement. The valuable lessons learned are thoughtfully integrated into future crisis management plans and campaigns, significantly enhancing the brand’s resilience and preparedness for future challenges.

Brand Rehabilitation Campaigns

Recovering from a crisis often requires targeted campaigns to rebuild the brand’s image effectively. This strategic role involves designing and executing thoughtful campaigns highlighting the brand’s core strengths, unwavering commitments, and positive actions in response to the crisis. These campaigns effectively reshape public perceptions and restore confidence in the brand’s values and mission.

Internal Communication Strengthening

Effective internal communication is the backbone of crisis management. This pivotal role focuses on enhancing and improving internal channels and protocols to ensure that all employees are thoroughly informed, perfectly aligned, and fully prepared to respond to crises cohesively and efficiently, maintaining organizational integrity and unity during challenging times.

Visibility and Accessibility Increase

Increasing the brand’s visibility and accessibility post-crisis is key to rebuilding consumers’ trust. This step involves being more open to media inquiries, engaging more actively with consumers on social media, and ensuring that leadership is accessible for comments. By being present and responsive, brands can demonstrate their commitment to accountability.

The Future of Crisis PR in Consumer PR

As we steer the ever-evolving landscape of consumer public relations, the future of crisis PR emerges as a critical area of focus for brands seeking to maintain relevance in a fast-paced world.

Technological Integration and AI

The merger of advanced technologies is set to revolutionize crisis PR. AI-driven tools can provide real-time monitoring of brand mentions across various platforms, enabling faster crisis identification. Moreover, AI can assist in crafting response strategies by analyzing extensive amounts of data to predict public reaction and recommend the most effective communication tactics. As AI technology continues to evolve, its role in crisis identification, management, and resolution will grow, too.

Enhanced Personalization in Communication

In the age of information overload, personalized communication stands out. Consumers expect brands to address their concerns in a manner that feels individualized and sincere. The future of crisis PR will see a greater emphasis on tailoring messages to different audience segments, using data analytics to understand consumer sentiments and preferences. This approach enhances the effectiveness of crisis communication and strengthens the connection between brands and audiences.

Greater Emphasis on Proactive Crisis Management

The aphorism “prevention is better than cure” holds true for crisis PR. Brands will focus on proactive measures to identify risks and implement mitigation strategies before they escalate into full-blown crises. This includes regular audits of internal processes, continuous employee training, and engaging in open dialogues with stakeholders to address concerns. Proactive crisis management reduces the likelihood of a PR emergency and positions brands as responsible entities.

Embracing Transparency and Authenticity

The demand for transparency and authenticity from brands is at an all-time high. Consumers and stakeholders alike value honesty, especially in how companies handle crises. The future of crisis PR will necessitate a shift toward more transparent communication strategies, where brands openly share challenges and their steps toward resolution. This approach creates trust and fosters a sense of partnership between brands and their consumers, proving essential in maintaining loyalty post-crisis.

Globalization and Cultural Sensitivity in Consumer Crisis PR

As brands continue to operate globally, cultural sensitivity in crisis PR becomes paramount. Understanding cultural nuances can prevent missteps that lead to international PR crises. Future strategies will need to incorporate a global perspective, ensuring that crisis communication is not only effective but also culturally appropriate. This needs a deep understanding of the diverse markets in which a brand operates, highlighting the importance of cultural competence in crisis PR.

Increased Focus on Sustainability and Social Responsibility

Consumers hold brands to higher sustainability and social responsibility standards in response to growing environmental concerns. Future crisis PR efforts must align with these values, addressing discrepancies between a brand’s actions and societal expectations. Crisis communication will increasingly involve demonstrating a brand’s commitment to positive social impact, sustainability, and ethical practices, which are becoming significant in decision-making.

Integration of Cybersecurity Measures

As digital threats increasingly impact brand reputation, integrating cybersecurity measures into crisis PR has become essential. Data breaches and cyber-attacks can lead to significant PR crises. Proactive cybersecurity efforts, including regular security audits, employee training on digital hygiene, and the establishment of rapid response, are crucial. By prioritizing cybersecurity, brands can better protect sensitive information, mitigate risks, and maintain consumer confidence.

To conclude, navigating a consumer PR crisis demands strategic communication, swift action, and genuine engagement. The roles outlined above underscore the comprehensive approach required by a PR crisis management firm like Avaans Media to safeguard and restore brand integrity. Effective crisis PR transcends mere damage control and is critical in fortifying brands against future challenges and fostering enduring relationships with potential consumers and stakeholders.

At Avaans Media, with our 100% executive-level team, we specialize in boutique PR for emerging industries and hyper-growth companies, offering unparalleled expertise and personalized strategies. Contact us to ensure your brand is prepared to face any crisis confidently and emerge stronger.

In an era where sustainability and health consciousness are at the forefront of consumers’ minds, natural products have seen a meteoric increase in popularity. This shift has necessitated a unique approach to public relations (PR) within the consumer products and consumer packaged goods (CPG) sectors, focusing on these eco-friendly and wellness-centric items. Natural products PR is a specialized field that aims to bridge the gap between natural products companies in the market and the increasingly health-conscious public. Through strategic storytelling and media relations, this niche has become essential for brands that prioritize natural ingredients and sustainable practices. What trends in natural products PR should emerging brands consider?

But What Exactly Is Natural Products PR?

Natural Products PR is a specialized area of public relations that focuses on promoting consumer products that are natural, organic, eco-friendly, or health-oriented. It involves creating and executing communication strategies to build and maintain a positive image for brands within the industry. By leveraging media relations, social media, influencer partnerships, and more, natural products PR agencies work to highlight the benefits and differentiators of such products in a competitive market.

The History of Natural Products PR

The history of natural products PR traces back to the early days of the environmental movement and the rising awareness of health and wellness in the late 20th century. As consumers began to question the impact of synthetic chemicals on health and the environment, a market for natural products emerged. Agencies recognized the need for specialized strategies to communicate the benefits of these CPG items, laying the groundwork for the natural products PR field as we know it today.

Trends in Natural Products PR

In the dynamic world of natural products PR, staying ahead of the curve is important for brands aiming to make an impact in the consumer products and CPG markets. Read on as we explore current trends reshaping how natural products are marketed and perceived today.

Authentic Storytelling

Authentic storytelling has become crucial in Natural Products PR. This trend underscores the significance of engaging consumers personally, spotlighting genuine commitments to sustainability and health. After all, it’s not just about the products; it’s about the authentic stories and individuals behind them. This approach promotes a deeper connection with the audience, elevating the brand’s message beyond mere advertising to a more meaningful, trust-building conversation with consumers.


Transparency has become a cornerstone in natural products PR. Today’s consumers want to know the contents of consumer products, the origin of the ingredients, and the production methods. Brands that use PR openly to share details about sourcing and manufacturing are winning over consumers, particularly in the CPG industry. This trend towards transparency fosters greater trust, distinguishing brands as trustworthy in a competitive marketplace.

Influencer Collaborations

Collaborating with influencers who genuinely resonate with natural products has become a key trend. These collaborations facilitate reaching specific demographics via endorsements, positioning influencer partnerships as a promotional tactic for natural products. Such strategic alliances leverage the credibility and reach of influencers, enabling brands to communicate their message and values to a receptive audience, thereby enhancing brand visibility and engagement within the CPG sectors.

Leveraging Social Media

Social media platforms have become indispensable in natural products PR. Brands are leveraging these digital arenas not solely for promotional efforts but also as educational resources. They disseminate valuable content highlighting the benefits and applications of natural products, transforming social media from a small marketing tool into a platform for interaction. This strategy enhances consumer knowledge and connects brands and target audiences.

Sustainability Reporting

With an increasing demand for corporate responsibility, sustainability reporting has become a trend in natural products PR. Brands now go beyond merely implementing sustainable practices; they’re actively broadcasting these initiatives through detailed sustainability reports. This purpose-driven move showcases commitment to environmental stewardship and boosts public image. By sharing their journey towards sustainability, natural products companies are strengthening their reputation.

Emphasis on Health and Wellness

The global health crisis has amplified the emphasis on health and wellness in natural products PR. Brands spotlight natural products that meet consumer demand and enhance immune health, mental well-being, and general wellness. This trend reflects a growing desire for products that contribute positively to health, with companies aligning their offerings and communications to resonate with health-conscious consumers, reinforcing the CPG sector’s shift towards wellness.

Digital Events and Experiences

The pivot to digital platforms has spurred the growth of virtual events and experiences among natural product brands. By engaging consumers through online workshops, webinars, and product demonstrations, brands are effectively expanding their reach. This digital transformation allows for broader audience engagement, making it easier for natural product companies to connect with consumers globally, showcase their products, and educate their audience more interactively.

Interactive Content

Creating interactive content, like quizzes, polls, and AR experiences, is a burgeoning trend aimed at deepening consumer engagement with natural products. This approach entertains and educates consumers, making learning about natural products fun and informative. It’s a strategy that bridges the gap between information and engagement, enhancing the consumer’s journey with the brand and solidifying their connection to the CPG and consumer products industry.

Consumer Education

Consumer education has become a cornerstone of natural products PR, with brands dedicating resources to content that enlightens consumers on the benefits of choosing natural products. This trend transcends mere selling, empowering consumers with the knowledge to make informed decisions. By prioritizing education, natural products brands are fostering an informed consumer base that values the importance of their purchasing choices in the consumer products realm.


Personalization in public relations (PR) campaigns is gaining momentum, with natural product brands customizing messages and experiences to fit individual consumer preferences and needs. This tailored approach boosts engagement and loyalty by making consumers feel understood and valued personally. In an era where consumers crave relevance and connection, personalization is a key strategy for natural products companies aiming to stand out in the CPG market.

Ethical Marketing

Ethical marketing has become more prevalent, with brands highlighting their commitment to fair trade, cruelty-free practices, and eco-friendly packaging in their innovative PR strategies. This trend caters to value-driven consumers prioritizing ethical considerations in purchasing decisions. By emphasizing ethical standards, natural products brands enhance their appeal and contribute to a more sustainable, environmentally conscious consumer products industry.

Data-Driven Strategies

Employing data analytics to customize PR campaigns for social media platforms and assess their impact is a significant trend among natural product brands. Leveraging consumer data allows for more precise messaging and targeting, optimizing campaign effectiveness. This data-driven approach enables natural products companies to connect more effectively with their audience, ensuring that their marketing efforts are efficient and impactful in the competitive CPG landscape.


Creating a community around a brand has become a critical element of Natural Products PR strategies. This focus on community building aims to cultivate a sense of belonging and shared values among consumers, fostering a dedicated community of brand advocates. Establishing a strong, engaged community reinforces brand loyalty and amplifies word-of-mouth promotion within the consumer products and CPG sectors in an increasingly disconnected world.

Crisis Management

In the fast-moving digital age, preparedness for crises, including misinformation about natural products, is vital. Developing effective crisis management strategies is a trend critical to maintaining brand integrity and consumer trust. Proactive and transparent communication during crises can mitigate negative impacts, ensuring that natural product brands remain trusted and respected in the eyes of consumers and safeguarding their position in the CPG and consumer product markets.

Collaboration with Regulatory Bodies

Working closely with regulatory bodies to make certain that compliance and communicate certifications, such as organic or non-GMO, has emerged as a trend. This enhances brand credibility and educates consumers about the rigorous standards natural products adhere to. By transparently showcasing certifications, natural products brands bolster their reputation and assure consumers that their products achieve the highest safety and quality standards.

Embracing Technological Innovations

In the rapidly evolving landscape of natural products PR, embracing technological innovations will become indispensable. As digital transformation reshapes consumer interactions, brands will leverage cutting-edge technologies like AI, blockchain for traceability, and VR for immersive product experiences. These technologies will enable natural product brands to offer transparency, engage consumers in novel ways, and ensure product authenticity by providing unique experiences.

The Future of Natural Products PR

As we look towards the horizon, the future of natural products PR appears vibrant and dynamic, shaped by evolving consumer preferences, technological advancements, and a deepening commitment to sustainability. The trends we’ve witnessed lay the groundwork for an exciting future where consumer products, particularly within the CPG and natural products sectors, will not only meet the demand of today’s consumers but also anticipate the demands of tomorrow. Let’s explore:

Integration of Technology and PR

Integrating cutting-edge technology into Natural Products PR strategies is set to deepen. Virtual reality (VR) and Augmented reality (AR) will transform how consumers interact with natural products, offering immersive experiences that educate and engage in unprecedented ways. Artificial intelligence (AI) will enable more personalized and targeted communication, refining how brands connect with their potential audience. This technological evolution will elevate the consumer experience, making education, engagement, and interaction more interactive and impactful.

Sustainability as a Core Focus

Sustainability will move from a trend to a core business strategy, with natural product brands leading the charge. The future will see an increased emphasis on circular economies, zero-waste packaging, and carbon-neutral practices. Brands that adopt these sustainable practices and communicate environmental impact and contributions will gain a competitive edge. This profound shift towards deeper sustainability initiatives will resonate strongly with eco-conscious consumers, further aligning consumer products with the values and expectations of their discerning customers.

The Rise of Regenerative Agriculture

Regenerative agriculture, emphasizing restoring soil health and enhancing biodiversity, will increase prominence in natural products PR. As consumers become more wary of the environmental impact of their purchases, brands that source ingredients from regenerative farming practices will stand out distinctively. This approach benefits the planet by sequestering carbon and improving ecosystems. It also tells a compelling story of ecological restoration and resilience, connecting consumers with the journey of natural products from farm to shelf.

Ethical Sourcing and Social Responsibility

Ethical sourcing and social responsibility will become even more critical in the future, as discerning consumers increasingly demand transparency not just in terms of product ingredients but also regarding the ethical treatment of workers and adherence to fair trade practices. Natural products PR must highlight these efforts, showcasing brands’ commitments to positively impacting the environment and society. This emphasis on ethical practices will significantly strengthen consumer trust and loyalty, effectively differentiating brands in a highly crowded marketplace.

Leveraging Consumer Advocacy

The role of consumer advocacy in shaping brand narratives will significantly expand as natural product brands rely on their vibrant communities to spread the word, leveraging user-generated content, testimonials, and authentic stories. This strategic shift towards organic, peer-driven promotion will notably enhance authenticity and trust, with consumers playing a pivotal, active role in natural products PR strategies. The power of personal recommendation, fueled by brand loyalty and shared values, will become a key driver of growth, influence, and market differentiation.

In conclusion, natural products PR has become more than just promoting consumer products; it’s about building trust, educating consumers, and creating a robust community around sustainability, health, and wellness. As the natural products industry continues to increase and evolve, so does the importance of innovative and ethical PR strategies that resonate with today’s informed consumers.

So, are you ready to elevate your natural product’s brand and connect with your target audience like never before? Avaans Media, with our 100% executive-level team, offers exceptional boutique PR services tailored for emerging industries and hyper-growth companies. Harness the power of cutting-edge PR strategies and let your brand stand out in the crowded consumer products marketplace. Contact us today to kick off your journey towards impactful and sustainable brand growth.







Combine PR and Social Together for CPG Brand Success

There’s good news and bad news for any brand trying to break into the consumer packaged goods (CPG) industry. First, the good news: The value of the CPG market in the United States alone was estimated at $635 billion in 2019, so there’s a ravenous audience for these products. The bad news, though, is there are so many brands within the CPG space it can be difficult for newcomers to make their mark and reach potential customers.

Many CPG brands rely on social media to increase their reach and engage with their audience. This is an excellent strategy, but it shouldn’t be the only approach aspiring brands take if they’re looking to expand. A well-crafted public relations campaign can enhance the benefits of social media while also furthering a brand’s reach in other ways. A strategic public relations campaign can do things that social media can’t, and vice-versa, so brands should incorporate both PR and social media into their marketing.

At Avaans Media, our innovative PR and social media tools make us the ideal team to help your CPG brand extend its reach and better engage with customers. With our proven track record of success and dedication to helping purpose-driven brands find success, we can help you reach your goals and make a positive impression on consumers. We’ll craft an innovative, personalized campaign highlighting what makes you unique and put that message where it will produce the best results for your brand.

If you’re ready to see what a truly modern, virtually enabled PR agency can do for your purpose-driven brand, get in touch with us. We have team members in Los Angeles, New York, San Diego, Denver, Honolulu, Phoenix, and Washington, D.C.. You can also set up a call by filling out the form on our contact page. We look forward to hearing from you.

CPG PR vs. CPG Social Media: Why Not Both?

It’s a mistake to think of PR and social media as an “either/or” choice for how you market your CPG brand. While social media has tremendous influence, it should not cannibalize all of your marketing efforts. Social media may have a broader reach than PR, at least in the abstract, but marketing is about more than the number of people who see your content. If you don’t put that content in front of a receptive and engaged audience, all your efforts will have been for nothing.

The key reason to incorporate PR in your marketing efforts is the inherent skepticism many people have about the messages they receive on social media. A study from the Content Marketing Institute found that 70 percent of consumers prefer to get information about a company from articles rather than advertisements.

The preference for third-party articles makes sense when you consider the issue from a consumer’s viewpoint. Many consumers tend to distrust what companies say about themselves because consumers generally have no way to verify the message they’re receiving. If they get that same message from a blog, newspaper, magazine, or some other platform they already trust, they’re much more likely to believe the content of the message.

How To Use PR In Combination With Social Media To Promote Your CPG Brand

Your PR and social media campaigns shouldn’t compete with each other or be siloed. To get the best results for your company, you need to harness the strengths of PR and social media in ways that enhance both efforts. Here are a few ways CPG brands can combine PR and social media in their marketing:

  • Branding- With so many iconic brands already established in the CPG space, a clear and distinct visual identity is essential for any newcomer. You need a consistent color scheme, logo, text style, tagline, tone, and imagery across all your marketing channels. This is where PR shines, and once you’ve established your brand, you can send the materials to your social media team. This way, you know all your content has a clear, concise, well-established theme that reflects your company and your values.
  • Media relations- The cornerstone of PR is getting positive coverage of your CPG brand in various media outlets. However, social media can supplement and amplify the efforts of your PR team. If you generate enough social media buzz, media outlets will come calling to find out more. And once you’ve gotten some coverage in third-party outlets, your social media team can post those stories across your channels, creating a positive feedback loop.
  • Live events and affiliate marketing- One of the best ways to get other people interested in your product is to show someone else using it. There are two key ways to do this: Live events and affiliate marketing. If your PR team stages a live event to show off your products, your social media team can share photos and video clips from the event to reach new customers. And if your PR team can get other social media influencers to market your product, you can use social media to piggyback off the influencers’ content and their built-in trust with their audience.

Work With Avaans Media PR Firm To Help Your CPG Brand Find Its Potential

At Avaans Media, we’ve already showed how we can help CPG brands reach the next level. One of our biggest successes involved our PR firm’s ability to combine social media and public relations a hemp-based CPG wellness brand that was looking to grow its customer base ahead of its initial public offering (IPO). We offered personalized review opportunities for journalists, hosted live events, and used branded social media content to shape the client’s image in a more positive light.

By the time of the client’s IPO, we had generated more than 200 pieces of positive press coverage over three years. Our custom content also generated more than 10 billion earned media impressions, at an estimated value of more than $5 million. Best of all, the client’s share price had risen by 300 percent.

It’s always a challenge for CPG brands to find new audiences, but a quality PR firm can make a massive difference. If you’d like to see what Avaans Media can bring to your organization, let’s talk. You can set up a call by visiting our contact page or contact one of our team members across the United States. We look forward to working with you.

In the fast-paced world of consumer products, standing out from the competition and capturing the attention of target audiences is paramount. Public relations (PR) plays a crucial role in creating brand awareness, establishing credibility, increasing revenue, and generating consumer excitement. When looking to hire a PR firm, you may be taking one of two strategies. The first would be to maximize the impact of PR strategies; consumer product companies often rely on the expertise of PR firms that offer tailored packages designed specifically for their needs. The second strategy, for consumer product startups could be to dip their feet into the PR agency relationship with a PR service bundle that is specific in scope. Hence, the fees are lower, and the brand can learn more about a particular PR firm.  This blog post will explore the differences between PR service bundles for consumer products and how they can help businesses thrive in an ever-evolving marketplace.

  1. Crafting a Compelling Brand Story

Consumer products are not just items on a shelf; they are part of people’s lives, offering solutions, experiences, and emotions. If you’re a consumer product startup, your PR firm offering may need to include branding initiatives and research to craft a compelling brand story that resonates with target audiences.

By understanding the product’s unique value proposition, PR professionals can develop narratives that captivate consumers, evoke emotions, and create a lasting connection. These packages often include

  • message development,
  • storytelling techniques
  • content creation
  • brand image: ensure a consistent and compelling brand image across various channels
  1. Influencer Partnerships and Product Placements

Influencer marketing has become a powerful tool for consumer product promotion. PR  packages for influencers or journalists leverage influencer partnerships to amplify brand reach and credibility. By identifying and collaborating with influential individuals in relevant niches, PR professionals can generate authentic product endorsements, unboxing videos, and positive reviews. Additionally, these PR service bundles often include earned media opportunities, product placement opportunities, and securing features in TV shows, movies, or popular media outlets, allowing for increased visibility and exposure.

  1. Media Relations and Product Launches

A successful product launch can significantly impact consumer perception and sales. PR firm packages for consumer products include strategic media relations to generate buzz and coverage surrounding new product releases. With these PR packages – Avaans calls these PR Sprints-, PR professionals work closely with media outlets, journalists, and bloggers to secure product reviews, and feature articles; sometimes with an eye on digital PR for premium SEO links. Through these efforts, businesses can build anticipation, create excitement, and gain valuable media exposure, ultimately driving consumer interest and sales.

  1. Social Media Engagement and Influencer Events

Social media has transformed the way consumers engage with brands. Social media targeted PR firm packages recognize the importance of a strong social media presence for consumer products. These packages include social media management, content creation, and community engagement strategies. PR professionals leverage social media platforms to share product updates, engage with consumers, and foster brand loyalty. They may also organize influencer events or collaborations, providing opportunities for influencers to experience the product firsthand and share their authentic experiences with their followers.

    1. Crisis Management and Reputation Protection

In the consumer product industry, maintaining a positive reputation is crucial. PR firm packages are designed to handle potential crises and protect brand reputation in the face of challenges. These packages include proactive crisis management strategies, such as preparing crisis communication plans and monitoring online conversations. In times of crisis, PR professionals act swiftly, ensuring transparent and timely communication to address concerns and mitigate any potential damage to the brand’s reputation.

    1. Content Packages in Digital PR World

As media continues to evolve, building content is vital to building awareness and consumer affinity. From contributed content to blog posts to videos content is still king. Moreover, content offers many ways to repurpose and reuse, from social media to email marketing to investor presentations.

Ensuring your content aligns with your overall goals and brand messaging is squarely in the capabilities of a full-service PR firm. But even if you choose not to use your PR firm to build the content, part of a full-service PR option should include collaboration with your content producers to ensure message consistency.



For consumer product companies, PR firm packages offer a powerful toolkit to elevate brand visibility, establish credibility, and drive consumer excitement. You may be able to reduce PR costs by sticking with a specific PR package with a limited scope, like some of the PR service bundles recommended above, or you may wish to have a more tailored PR strategy with a bespoke PR plan.

These packages are tailored to the unique needs of consumer product businesses, providing strategic guidance, media relations, social media engagement, crisis management, and more. By harnessing the expertise of executive level PR professionals, consumer product companies can create compelling brand stories, leverage influenced partnerships, execute successful product launches, and protect their brand reputation. Embracing the services provided by PR firm packages is a strategic investment that can fuel consumer interest, foster brand loyalty, and propel consumer product businesses to new heights of success.

If you’re a smaller consumer brand, it might feel impossible to compete with the big guys. But according to Nielsen, in the United States “manufacturers outside of the top 100 have contributed to 52% of their region’s annual fast moving consumer goods (FMCG) growth,” that’s an incredibly promising trend for any consumer product, from skincare to cannabis. But the challenges to increasing market share aren’t imagined. In some categories, especially consumables, over 50% of consumers have no brand preference. This underscores the importance of small, independent CPG brands to invest in branding with awareness and loyalty strategies. Neilsen IQ has done some fantastic research for small, independent DTC and CPG brands.

Nielsen Chart for Consumer Product Brand Loyalty






69% of consumers are actively looking for new and trendy CPG products. Tapping into current trends is a key way to appeal to this audience.  Whether the brand is launching, or already launched, there are always PR opportunities to increase sales by driving awareness and loyalty. The key takeaway on all the most recent Neilsen data: premiumization is absolutely key for small, independent CPG brands

Driving Awareness for Small Consumer Brands

When Snapple tea was a small independent brand, it relied on PR, including crazy stunts with two ambitions in mind: acquisition and sales. When they were acquired by Quaker Oats, the PR stunts stopped and sales decreased. In fact, PR is often responsible for trends that drive consumers. Before CBD, a wellness ingredient that almost everyone now knows was allowed to advertise, it relied on firms like Avaans Media to create PR campaigns that educated consumers and created awareness for their brands. PR is almost single-handedly responsible for launching CBD into the public’s general knowledge. Other wellness products have benefited from PR, including melatonin.

Independent brands often turn to PR because while PR is an investment, it’s still more affordable than many other branding initiatives such as advertising, especially when you include videography costs. Facebook is famous for launching thousands of new DTC brands, but of late, many independent CPG brands are finding Facebook’s advertising to be less effective. Ambitious consumer product brands are turning to PR in ever greater numbers to reach consumers, and stay in front of buyers. A PR campaign can reach hundreds of billions of annual impressions. Is it any wonder that everyone from new consumer products to old standbys is moving dollars to PR?

New CPG brands can use PR to validate the brand. An upfront burst of PR is a powerful trust indicator. Many consumer brand startups showcase PR wins on their website and in advertising as a way to increase consumer trust. Independent boutique products use PR to nail their launch because they need to appeal directly and immediately to their consumer. As Nielsen notes in small brand, “There is little room for error in small launches. Nailing your activation requires planning and strategic execution. Whatever your differentiation—hitting your target, justifying your premium or communicating a new usage occasion—it must land, and land well,”


Driving Loyalty for Independent CPG Brands

If your consumer brand isn’t exactly new, but also isn’t a household name, then using PR to increase loyalty and awareness is effective. 25% of consumers are mainstream followers who sometimes try new products, but don’t seek them. This is a critical audience to penetrate. If you’re broadening your audience to this important but slightly elusive group, you want to make sure your customer product reviews are solid, and that your early PR had at least 1-2 tier 1 press hits so you can use the ever-so-important social proof to lure this audience in.  Good PR also allows existing customers to have their choice validated and is a great opportunity for them to sing your praises to their friends.

But that’s not the only way PR helps early and mid-stage CPG brands. PR helps your customers see you understand who they really are. Bob’s Red Mill used PR to improve its already stellar reputation through purpose-driven storytelling. Not only does PR help new consumers find your product, but it also reinforces the good choice your current customers have made. A good PR firm will help you identify ways to differentiate and to secure brand-improving earned media.

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.