Tag Archive for: Los Angeles PR Agency

There are 500 Ways to Screw Up PR – Here’s 3

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Over the years, I’ve learned there are over 500 ways to screw up PR. I’m going to be honest with you – I have a lot of conversations with people who say they hired an agency and got nothing, or not what they were promised. The consistent takeaway for these folks is often “PR doesn’t work.” You can imagine my skepticism when people say that because, without exception, we know it does. We have launched brands, driven record sales for brands, and sent them through IPO. But it’s totally worth diving into a few of the reasons PR doesn’t work, with one caveat, it’s RARELY just one of these things.

 

PR Agency Mismatch

Perhaps one of the most important keys to success is agency fit. The most successful relationships align on experience level, ambitions, and cost. Let’s dive into that a little more.
Experience level. Some stories, some products, and some movements are just harder to pitch. If you’re one of those companies, you probably know it deep in your heart. Does that mean you won’t get any PR? No, it means you need to find agencies who either have direct experience telling stories like yours, OR you need to have an agency whose storytellers are seasoned enough to know what lessons they’ve learned and how to apply them now.

Ambitions. If your ambition is to double your sales, then the brand commitment needs to match that, and no single one lever can change sales overnight. It’s also important that you weigh the time-money continuum here. The faster something gets done, the more upfront work it takes.

Yet, if you say “we want to double our sales in 3 years,” it could cost you more than 3X, even if it feels cheaper on a monthly basis. So be clear on what it will take to meet your objective and be sure you’re attacking that aim from all fronts which you control.

If you’re a DTC brand, make sure your SEO and PR teams are operating together. If you’re a consumer tech brand, make sure you’re tapping into trends with your social media. If you’re a CPG brand, make sure the rest of your branding (internal and external) matches the values your product projects.

Cost. PR cost and ambitions are closely tied, because time and cost are deeply connected. There are PR agencies that are cheap, and you will find that some PR agencies are extraordinarily expensive. I would say if saving money is your biggest ambition, then maybe PR isn’t right for you. PR is a lot like building a house and no one ever advises you to pick the cheapest contractor.

If your budget for PR is less than you would pay an executive assistant, then you’re probably undershooting your goals. Whenever someone tells me they hired a firm and got nothing, I usually find that they hired a firm and were the cheapest client that the firm had, OR they hired a scary cheap firm. There’s value-driven pricing and then there’s scary cheap. Learn the difference.

There are only two ways to get scary cheap: hire inexperienced people, or spend no time on the account. That’s it. That’s the only way scary cheap PR agencies work. You’ll get a sense of which one you’ll experience when you meet the team. A seasoned team won’t be spending a lot of time on the account. If the team is inexperienced, then they’ll spend a lot of time learning on your dime. That’s a signal you should watch for.

Your Agency isn’t REALLY a PR Agency

Sometimes agencies try to be all things to everyone and offer every marketing, branding, advertising, and PR service under the moon. That’s a REALLY difficult thing to do.

PR agencies absolutely overlap with other agencies regularly.

There are parts of what we do that a branding agency will also do – like planning word-of-mouth opportunities or creating publicity stunts. Sometimes a branding agency will also create content for their clients, or surveys. That’s also something that PR agencies do-both can usually do them equally well depending on the purpose of the content. But where branding agencies and PR agencies are separate is media outreach, journalist relations, and understanding of the media. And candidly, very few PR agencies have the talent to develop a well-rounded brand from a visual standpoint.

Unbelievably, I’ve seen “entrepreneurial coaches” pitch themselves as PR experts. I think these people understand a lot about self-promotion, and believe me, that’s a true skill, but they rarely really understand media relations outside of sending a press release. Which isn’t the reason you send a press release.

Ad agencies and PR agencies have very little in common. If your ad agency says they can also handle your PR (or vice-versa), that’s typically a red flag.

SEO agencies aren’t PR agencies either. Now, as a digitally savvy PR agency, for our bespoke clients, we absolutely dive into the SEO of our clients so we can incorporate keywords and important links. But let me assure you, we are NOT an SEO agency. Nor is your SEO agency a PR firm. Don’t confuse the two. Unless you’re working for one of the world’s largest agencies, there are very few exceptions to the fact that the two rarely go together.

 

Collaboration or Miscommunication

The root of this is usually either the personalities just didn’t fit, or there wasn’t bandwidth for consistent communication on either side. A truly bespoke PR program is highly intimate and collaborative. If that isn’t happening, you will find results suffer. Another aspect of this is executive or spokesperson availability – when the executives aren’t making time for journalists on deadline, then the success rate falls dramatically, AND your PR team is reluctant to pitch him/her to their best contacts because relationships matter and no one client is worth burning a long time media partner over. Sorry, but that’s the truth.

The media, and especially journalists, are under extreme stress these days. When clients don’t get back to us immediately about opportunities, that makes it really difficult for us to take advantage of the most interesting and timely media opportunities. PR agencies often receive inquiries from the media, but those inquiries have tight deadlines, sometimes even less than a day. So if your PR team is promoting you 2-3 times to get back to them for a query, that’s a red flag.

 

Since there are over 500 ways to screw up PR, that’s the reason we structure our programs the way we do. If you’ve ever talked to us, you know, we take our partnerships exceptionally seriously – our bespoke PR results and client reviews prove it. If you’re in the middle of hiring a firm, and you’re having a hard time differentiating, call us. We’ll give you our unbiased opinion of the top PR agencies you’ve identified.

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4 Defining Characteristics of a Modern PR Agency

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What does it mean to be a modern PR agency these days? There are 3 characteristics of a modern PR firm. Today’s modern PR firms are trust-focused, digitally savvy, purpose forward, and customer-obsessed. This means modern PR agencies can think long-term while staying nimble enough to be a strategic and operational resource in today’s fast-moving world. It’s difficult to do both, but that’s why modern PR agencies are so valuable.

Can a legacy PR firm also be a modern PR firm? Absolutely. And, a new PR firm isn’t necessarily more modern than a legacy PR firm. Digital PR firms aren’t necessarily more modern than those who focus on earned media. That’s because our characteristics supersede age and services and for depth and maturity. Depth and maturity are particularly important for fast-growing brands and hyper-growth companies because these companies need the savvy and emotional intelligence of a modern PR firm so they can stay nimble and focused.

 

      1. Trust Focused

        Modern PR firms are trust-focused. Consumers today are incredibly savvy. After all, we’re exposed to roughly 10,000 messages a DAY. To understand why trust is so important to modern PR, we have to go way, way, back into how we evolved. Our brains haven’t quite evolved to deal with this kind of input, so as a result, we manage this input in our subconscious. One of the most basic human survival functions is trust, that’s why we organize into social tribes. We trust our social tribes. See where this is headed?

        Today, our default reaction to almost anything is suspicion – even our most established institutions get the side-eye. 6 out of 10 adults say they distrust something until they see evidence.

        While there are initial trust signals, trust is the long game. Trust signals need to be consistent and thorough. Consumers today quickly recognize brands who say one thing, but do another. They recognize greenwashing, they see through insincerity. But it’s not just the cost of distrust that hypergrowth and fast-growing brands need to consider, it’s also the advantages of trust.

        Which means we trust brands who act and signal in ways that we trust. Our source of trust can come from several signals, but earned media, that is coverage where a brand, or person, is characterized in a trusted outlet and/or trusted person in an independent and organic manner.

         

        Trust becomes a brand cornerstone because trust begets loyalty and loyalty begets advocacy. Trust is also a considerable cornerstone to brand value. You can’t really have considerable brand value without considerable trust. And damaged trust, on a grand scale is incredibly expensive to repair.

        That’s why modern PR firms place an important emphasis on trust – because they know that’s what their clients are really after. It also takes discipline for a modern PR agency to stay trust-focused, for the same reason it takes discipline to be a trusted brand-there are indeed short-term shortcuts that look good today, but can have devastating affects in the future.

        A GREAT modern PR firm will help you define a wide range of strategics and values and aligned KPIs so you can track your trust-building efforts.

      2. Digitally Savvy

        Modern PR firms are digitally savvy. This doesn’t “only” mean they understand social media. It also means they understand how to earn trust in digital formats from forums to social media. It means they know how PR and SEO can work together, and where they separate. Digitally savvy PR firms are monitoring review sites, your search results, and other digital signals for red flags. Digitally savvy PR firms understand how earned media, paid media, social media and owned media work together and how to pull the levers of each type of media for a stated campaign aim.

        Digitally savvy PR firms also have their pulse on other avenues growing in influence. For example, media relations today include trusted magazines, blogs, and increasingly newsletters. Newsletters are an outstanding example of trust AND digital intelligence. Think about it – if you’ve given your email to receive a newsletter in your inbox, that’s a big trust signal. Several years ago, newsy newsletters took on renewed relevance and when Substack courted journalists, it was another endorsement for newsy newsletters. Some of Substack’s email publishers are making well over $100K per year on subscriptions. Newsletter impressions and reach are difficult to track, but that’s offset by the incredible trust value they bring.  While the “ROI” might be difficult to pinpoint, the digitally savvy PR firm knows how to evaluate newsletter appearances

        Using digital tools wisely also helps a modern PR firm deeply understand your customers or target customers. Our deep analysis isn’t only observational, it’s data driven from a multitude of sources, that give us a wide view of what’s happened, and what is likely to happen. We also use a multitude of sources to engage on a deeper level with journalists.

      3. Purpose Forward

        Because consumers are aligning with their tribes, it’s more and more important for brands to align with a larger purpose. Purpose, like trust, is an inside-out job. Purpose HAS to be authentic. The good news is that for most brands, there actually is an authentic purpose; it’s just a matter of aligning that purpose with other campaigns, including sponsorship, social media, word of mouth, and earned media.

        From an earned media perspective, it’s rarely enough to have a purpose. It’s important that brands today activate on purpose and align on purpose. There’s no doubt that purpose can be a landmine, so that’s where public relations comes in. Modern PR firms are emotionally intelligent and able to guide brands on choices that may be consistent with their stated purpose. PR can help guide ad campaigns, sponsorship, and influencer campaigns to improve outcomes and brand reputation.

      4. Customer Obsessive

        How can a PR agency help its clients improve trust, loyalty, and brand if it isn’t client obsessed? Now, your definition of client obsessed might differ from someone else’s. That’s why it’s important to know the client characteristics that you really need. Do you need a PR agency that is on-call 24/7? Do you crave a stable, intelligent PR team that becomes an extension of your team? How does your PR firm stay aligned with your strategies and objectives, even as they change? Our entire model is based on your needs – from our Strategy Driven Pricing  to our Product PR Sprints for DTC or CPG brands everything we do is designed to move the needle for you.

 

Today’s modern PR firms come in all sizes, from the extraordinarily large to the boutique. But to be a truly modern PR firm, it takes a village, so it’s not enough to have a micro-agency or freelancer. No one person can see the entire landscape alone. Smart agencies hire emotionally intelligent team members. At Avaans, we hire emotionally intelligent PR executives. Our experienced team has successful track records and comes from an array of backgrounds. That’s why we call our team the A-Team. If you’re a fast-growing or hyper-growth or ambitious brand, and you’d like a modern PR firm that’s also experienced, please reach out to us.

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Meet Chris Shreeve Cannabis Advertising Expert

Meet Chris Shreeve, cannabis advertising expert for programmatic ad buys.

Based in Seattle, not only is Chris co-founder of PrograMetrix, a nationally recognized programmatic advertising agency for cannabis brands (not “just” CBD) he is also the co-owner of The Bakeree dispensary.

First, a little background about you, Chris:

Digital advertising veteran, specifically in programmatic advertising technology and services. Started PrograMetrix in 2015. Co-owner of The Bakeree dispensaries in Seattle. That intersection between cannabis retail owner and agency co-founder is why our agency has seen success in the space.

What were you doing prior to cannabis?

While PrograMetrix highlights our work in the cannabis space, we also have incredible mainstream clients that we support outside of the space. I have always been in advertising, technology and marketing but we found white space in the cannabis industry and wanted to bring our expertise to the space.

When did you first start working in cannabis?

My brother started selling medical cannabis in Seattle, WA 8-9 years ago before the state went recreational. I always knew that there would be a time when the cannabis space would need mainstream marketing and cannabis advertising solutions but it was years before there was enough tech and data to dive into the space.

Do you sit on any industry boards or associations that you’d like to mention?

I always recommend Cannabis Marketing Association to new cannabis marketers!

What lesson did you learn BEFORE cannabis that’s been most valuable in cannabis?

Solve a problem, don’t just sell a product/service. Everyone wants to create a cannabis or CBD product but many don’t have a unique selling proposition that resonates with a specific audience. Build a brand and product/service line to solve a need for a specific audience and be the best solution for your target market.

What’s the biggest misconception cannabis companies have about cannabis advertising?

That because Google and Facebook regulate cannabis and CBD brands on their platforms, you can’t advertise your product online. There are thousands of sites, apps, and platforms that allow cannabis advertising and that can be accessed through programmatic advertising. Retarget your current customers online, reach new consumers on channels like video, audio, or streaming tv services.

In your view, what is the biggest cannabis marketing & branding challenge facing cannabis companies today?

Many brands are looking for the silver bullet and believe that paid advertising is it. It’s not. It is one channel that can support a broader marketing initiative but it can’t be the only focus. You need to build a brand and that doesn’t always require an ROI for every dollar you spend on marketing.

What will get easier in cannabis marketing & branding? What will get harder?

We will gain more access to mainstream advertising channels. More sites, apps, and platforms are going to accept cannabis but it might be too late. Instead of waiting for Google or Facebook to change their ad guidelines, optimize your current marketing mix to the best of your ability. Go digital before your competitors and find new technologies and channels that differentiate your brand online.

What will get harder… competition. More mainstream brands are coming into the space and there will continue to be consolidation, making the larger brands even bigger and taking market share from the smaller companies. Don’t get left behind, build your brand NOW.

What can cannabis companies do to alleviate their cannabis PR and branding challenges?

It is incredibly important to hire an internal marketer to lead the communication of the business to the market. Many smaller brands still haven’t fully invested in a marketing professional and you can tell. Let that marketing professional figure out what can be accomplished internally, then fill the gaps with experienced agency professionals for the more complicated and time consumer channels.

In your view, what is the most under-rated tool in the brand marketing toolbox for cannabis companies?

Website development.

Too many cannabis companies don’t invest enough in their website. Especially cannabis brands that don’t sell products directly from their site (DTC).

You might have one opportunity to catch the eye of a consumer online and if your website doesn’t tell the store of your brand in a compelling visual fashion, you might lose that customer forever.

In your view, what is the most over-rated tool in the branding toolbox for cannabis companies?

SEO. Now this might get me in trouble… BUT… everyone is trying to rank for “cannabis dispensary near me” or some generic keywords on their website. Many don’t leverage blog content enough but those that focus solely on SEO will miss out on many other marketing opportunities that can help differentiate your marketing mix.

What’s the BEST piece of advice you give everyone you work with?

Set realistic expectations. Don’t over-promise and under-deliver.

What’s your advice for people who want to get into cannabis marketing?

Show that you have a vested interest in the industry and not just marketing/advertising expertise. This industry is unique. Its products and services are still evolving but having an interest in the plant or industry at larger is incredibly valuable.

How can someone contact you, Chris?

https://programetrix.com/
Twitter @PrograMetrix
LinkedIn @ChrisShreeve

Thanks for sharing your cannabis advertising and branding insights with us today, Chris, you rock!

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Insiders: How to Reduce Your Agency Budget

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When it’s challenging to plan, it’s tempting to just eliminate budgets, especially for marketing and PR agencies. Volatile environments are nerve-wracking. In the short term, that might seem like a negotiable expense that’s fairly easy to eliminate. But if you’re working well with an agency, eliminating them will cost you more time and money in the long run, not to mention the costs associated with reduced awareness and sales. Instead of eliminating Most agency owners can show you why cutting back on marketing and PR will damage your brand, but what insider tips do agencies give to their existing clients when economics requires a marketing shift? For this article, we called on some of the most respected mid-size agencies in the United States and asked them what strategies they use to reduce agency budgets, so you can ask your agency to help you.

Discuss your plans with the agency upfront. Getting strategic advice early in the process will help you avoid wasting the implementation budget later. Measure twice, cut once. – Karl Sakas, Sakas & Company

Sakas, who uses his years in the agency world to consult with growing agencies today, suggests involving your agency at the highest strategic level from the onset to reduce agency budgets. Agency strategists may cost more hourly, but a deep, collaborative strategic understanding saves hundreds of wasted implementation hours, not to mention emergency charges. Sometimes there is this idea that withholding information from your agency will give you an edge in negotiations. But if your agency is really on your side, and really approaches the relationship as a partner, then that strategy could cost you. Most agencies can help you prioritize and refine a strategy to fit your budget during a recession.

Using agency as a consultative partner, rather than an implementation house – Ross Johnson, 3.7 Designs, a Michigan Inbound Marketing Agency

When clients need to reduce budgets, Ross Johnson of 3.7 Designs suggests leaning into strategy with the agency, and sticking with outputs that have a longer shelf life. For example, instead of eliminating content creation, which is invaluable because it’s sticky, he says, “Take more of the content creation in-house. We advise on what content to create, and provide feedback after it’s created so the client receives 90% of the same value but at a lower cost.”  He also recommends focusing more energy on earned media and organic activities over paid spending, because it lasts longer and delivers more value.

Technology is your friend – Dan Serard, Cannabis Creative

“Following up with and nurturing leads can be time intensive,”

“We recommend our clients to invest in our email marketing automation services and prioritize automation strategy in addition to one-time or seasonal campaigns to get the most value out of our services. It’s not just about the immediate content output but the long-term journey for your leads. As an agency, we set up our clients’ email systems in ways that work smarter, not harder. Email marketing automation can be an investment to strategize at the onset, but once running, generate cost-effective results that function in perpetuity. Automations can keep leads engaged and convert them into customers through a series of well-planned out messages, and do not require much intervention.”

Cut low-performing or time-consuming services. – Hunter Young, HiFi Agency, 

The longer something takes, the more it costs. If you have multiple layers of approvals built into agency work, then reducing those layers can save you time, and your agency can either refocus it’s efforts on more valuable outcomes, or they can reasonably count on reducing fees by the time saved.

Hunter suggests looking at an agency budget cut as “an opportunity to cut the items that were truly low-performing or low-efficiency for the agency/client (e.g. things that take forever to get approved).” Items that take multiple back-and-forths, cost the agency time, which translates to money for you.

Have the right people do the right work, – Stephanie Chavez President of Zen Media

Most agencies provide a blended rate for their services. Yes, a strategist is more per hour, but they aren’t likely to be spending 10-20 hours in your account every week. This is a spot that can create unforeseen costs when clients insist on using the strategist as a project manager. Indeed, a highly paid strategist should not be managing the project on a day-to-day basis, they should ensure the output matches the strategy.

As President of a PR and marketing agency for tech-driven B2B brands, Chavez is used to clients who expect smooth operations. She says when clients are looking for ways to save money, she doubles down on making sure the budget is used where it should be, with the right skill sets in the right place.

Use recessions strategically.   – Chris Shreeve PrograMetrix 

During a recession, there is less noise. PR agencies get cut and ad budgets get reduced. So using a scalpel approach to your budget can provide higher ROI than when the economy is moving in full swing. Plus, although consumers still consume, they’re more sensitive to getting the best product and/or the best price, so staying present is even more important.

“After all, consumers will still consume, even during a recession,while some brands may go silent, other brands see a pathway to make more of an impression on their target audience.”

 

Reducing your agency costs doesn’t have to be all or nothing. Working WITH your agency to find the sweet spot for your specific needs can be an excellent exercise in creativity. By shifting strategies, outcomes, and outputs, you can find the sweet spot that keeps your marketing and PR on track even during cost-cutting seasons.

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What’s the Difference Between Public Relations & Communications?

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What is the difference between public relations and communication? PR and communications are so intertwined that distinguishing between the two may seem like splitting a hair. Public relations always involve communications, but communications does not always involve public relations. For example, advertising is communication, but it is not a form of public relations. The term “communications” encompasses a variety of positions, skill sets, and ways to promote a company’s message, both internally and externally. More than ever, there are many similarities between public relations and strategic communications. Both require skill in delivering the desired message to customers, media, and stakeholders using the best communications techniques for their audiences and their organization’s goals, such as written word, video, graphics, and photography. The communication tools you use, including PR, depend on what you are trying to accomplish.

We Always Communicate, Intentionally or Not

People who go into a communications career often have a knack for conveying ideas through writing, speaking, or graphic design. Both verbal and non-verbal communications provide the foundation for specific communications professions, such as journalism, advertising, marketing, public speaking, graphic design, public affairs, advocacy, videography, website design, social media specialist, and public relations. Professional communicators can articulate the implications of a particular message – will they will perceive it as trustworthy? Will it be memorable?

When is Communications “Strategic?”

“Strategic communications” is knowing when to use a specific communications vehicle, method, or discipline – such as advertising or social media – to accomplish an organization’s goals, campaign, or movement. In other words, strategic communications is considered the intermingling of public relations with marketing, and at times,  advertising as well. Used strategically and holistically, there may be very little difference between public relations and communication.

For example, if you are running for public office, your goal is to get elected. Your strategic communications planning may include a lot of grassroots advocacy work, which puts you into neighborhoods, knocking on doors, speaking at public school events, or holding neighborhood rallies. You may also use paid advertising to ensure your specific message gets out to the potential voters at specific times of the day or in specific places, like the billboards of key neighborhoods or on certain social media platforms. And you almost certainly have a media relations component.

A business that is launching new product,  may also use advertising to promote the benefits of its product or draw comparisons between its product and the competition. Some marketing tactics include holding special events with the public, inviting them to try your product for free, or offering discounts.

Both examples may want to try to get unpaid or “earned” media attention through a journalist that covers voting activities or your company’s product. This is called media relations and goes hand-in-hand with public relations.

PR: The Definition is in the Name

A public relations professional works to develop, foster, and maintain positive relationships with the public or other identified stakeholders which can include the shareholders, policy creators, customers, and even employees.

A PR professional uses several communications tools in their relationship building, particularly writing. Most PR professionals will write press releases for news media, give presentations or press briefings, or write for company executives. They exercise persuasion and work to present their organization in the best possible light—and they do it by “earning” publicity and public goodwill versus paying for it, as advertising professionals do. They also try to limit or mitigate any negative information or crises.

While public relations may be persuasive, the best PR professionals understand that being truthful is the cornerstone of PR. In the early 1900s, a man named Ivy Lee considered the founder of modern public relations, argued that the public deserved honest and accurate information versus simply persuading an audience.

The profession took another turn when Edward Bernays, a member of President Woodrow Wilson’s Committee on Public Information, advocated that PR professionals use psychological precepts that target emotions to elicit the desired responses from an audience. (This makes sense when you realize that Bernays was Sigmund Freud’s nephew.)

A glaring example of Bernays’ philosophy in action—and genius in tying it to a current event—was his success in tapping into women’s emotions amid the suffrage movement by declaring that cigarettes were the enlightened woman’s “torches of freedom.” By smoking in public, women were declaring themselves equal to men.

The shift toward true relationship building as a tenet of public relations occurred during the 1950s and 60s, as the public began to protest corporate power in America. Organizations began to see the importance of building relationships with their audiences and promoting two-way communications, which is still the touchstone of today’s PR profession.

PR’s Evolution

Some people still consider PR as “propaganda.” Bernays himself wrote a book simply titled “Propaganda.” His long-tenured influence on public relations undoubtedly had a great deal to do with other derogatory adjectives commonly associated with PR, like “slick” or “hype.”

PR’s early inroads into America created a catalyst for change. In 1948, the Public Relations Society of America (PRSA) was formed. Soon after, the organization developed an ethics code and voluntary accreditation for PR practitioners. Professional PR professionals take professional ethics seriously because PR is a powerful tool that is an investment in your company.

The Bottom Line

History teaches us that as society changes, public relations—and all communications – also change. The difference between public relations and communications waxes and wanes depending on the public’s trust of particular message delivery mechanisms. The rise of social media demanded that PR professionals build their communications proficiencies. Print newspapers and magazines declined significantly, highlighting the need for digital communications. These changes, along with other media and audience consumption, have blurred the lines between PR and multiple communications competencies. Americans’ trust in the news media continues to decline, making earned media less of a PR weapon than it once was.

 

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Do Emerging Markets Have Special PR Needs?

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There is a range of emerging industries in the global marketplace, from AI,  psychedelics, drones and UAVs to cryptocurrency and cleantech. Many people discuss how a new concept, technology, or product can affect everyday life. Although there’s potential for some emerging industries to become successful, multiple barriers could affect profitability, that’s why emerging markets have special PR needs.

Informing the public of a new product or idea requires proper planning. Using the correct public relations (PR) strategy is also necessary. Most people don’t know about new products in the early development stages. That’s why PR can be a valuable tool in getting the word out to the masses.

Here at Avaans Media, we’re experienced at putting PR to work for our clients. We can help you get your product known by your target consumers and create strategies to help you grow your brand. Contact us today so we can discuss how we can help in your specific situation.

 

Emerging Industries Significantly Depend on Education

 

Cell phones, electric cars, social media, and other once-seemingly impossible inventions are now commonly used products. Accepting a new idea isn’t something that happens immediately. Companies in an emerging industry must educate consumers and get them excited about a product that can improve their lives.

A brand’s success depends on consumers’ understanding and adopting a new trend. Companies must inform customers about the positive impact of the product to influence purchasing decisions. Additionally, a new industry researches who its audience might be and using strategic and targeted communication to connect with them.

 

Benefits of Public Relations for Emerging Markets

 

Public relations is an effective stepping stone to earned media and third-party endorsements. PR can provide an unbiased opinion from media sources the public trusts if used correctly.

An experienced and knowledgeable PR professional knows how to perform tasks necessary to a company working with an emerging market, such as:

  • Providing the media with accurate and unbiased information
  • Developing key messaging for the brand
  • Getting the message out to early adopters, resulting in a trickle-down effect to the consumer
  • Leveraging opportunities for experts to speak about the industry
  • Strategizing the appropriate communication channels for the product or idea

 

Emerging Markets PR Has No Limits

 

Many people think PR is only about writing press releases to inform consumers about products. However, public relations involves open discussions, strategic planning, channels for brands to discuss their expertise, and high engagement. It includes editorial opportunities, serving on panels and conferences, producing thought leadership and bylined articles, and building trusted media relationships.

These PR strategies are affordable. Unlike advertising, which can become a significant expense, the cost of PR is minimal. Additionally, there aren’t as many restrictions in public relations. When you have an interesting story to tell with a third-party endorsing your product or idea, it can influence consumer behavior.

 

Relevance of Public Relations for Emerging Industries

 

Companies with an emerging market need PR more than ever. Having a partner deliver your message so consumers know about the product is vital. Remaining competitive requires standing out in the crowd. If no one believes your product or idea is better than someone else’s, consumers might go to your competitor.

Investing in public relations is worth it to achieve your professional goals. You want the masses to know who you are and what you do. Without the right platform to inform consumers of your brand, you likely won’t make a profit or become successful within your industry.

 

Creating Your Public Relations Strategy in an Emerging Market

 

Influencing the behavior and attitude of others is a crucial part of public relations. If you’re in an emerging market, you must develop the correct PR strategy to accomplish your objectives and goals. Below are the steps you should follow while creating a public relations plan for your product.

 

Outline Your Goals

Your plan should begin with goals for your PR efforts. When entering a competitive market against companies with an already-established brand, you must determine what you want to accomplish.

 

Whether you want to become a major player or live harmoniously with your competitors within the same industry, what you set out to do should be reflected in these goals. Write down everything you want to accomplish with your new product, service, or idea. You can outline your overall goal and include smaller accomplishments you want to achieve along the way.

Research the Market

 

Becoming successful in an emerging market means performing extensive research. You must learn everything there is to learn about the market. Your research should include gaining knowledge about media narratives, relevant trends, and audience opinions.

While performing your research, you should also review communications regarding your brand on multiple platforms and channels. Look at your website and determine whether your audience can navigate it easily or might have trouble learning about your product. Analyze metrics for your social media platforms and how much engagement they get.

 

Learn About Your Target Audience

A PR strategy isn’t useful unless you get to know the audience you’re targeting. You should consider demographics, interests, lifestyle, and other vital factors. If you don’t put your product in front of the consumers most likely to purchase it, your brand won’t grow.

 

Getting to know your audience also requires understanding how they perceive your brand. Since you’re in an emerging market, you can’t rely on previous performance and sales. You should analyze data, monitor the media, and ask your target audience their opinions.

Set a Timeline

Emerging markets include various products, services, ideas, and brands vying for attention. You could fall behind your competitors if you don’t move through your timeline efficiently. Although you should handle your PR strategy correctly, you don’t want to enter the market after everyone else.

 

List every objective involved in your PR plan and choose a realistic deadline to meet each one. Ensure your objectives are attainable and specific. Broad goals can waste your time and might not even accomplish your aims.

Choose Tactics for Your PR Needs

You have an endless number of PR tactics to choose from as a new business in an emerging market, from social media posts and press releases to events and conferences. However, if a tactic you use doesn’t portray your brand correctly or achieve your goals, you should devote your resources to something else.

Below are the most common public relations tactics companies use in emerging markets:

 

  • Press releases – It might seem old school, but press releases are highly effective. A press release is a reliable communication tool that gets the word out about any topic you choose. You can use a press release to inform the public of your product, an event you’re hosting, and various other information.
  • Influencer marketing – Your PR plan might benefit from including a social media influencer. Influencers offer their opinions of products and direct the public on whether to buy them. If an influencer’s followers are part of your target audience, you can use their platform to promote your brand.
  • Media outreach – The media has a significant influence on consumer behavior. You should understand how and who to pitch your idea to. Stay in touch with key media outlets and nurture already existing relationships. It’s also a good idea to consider their schedules, so you can discuss your product or service at the most opportune time.
  • Conferences and Tradeshows – Conferences and tradeshows are excellent tent poles around which to build PR campaigns. Utilizing conferences to create publicity stunts, sampling, and product demonstrations is key for emerging industries like drones, AI, cannabis.

 

Contact Us

Avaans Media has extensive experience managing strategic PR campaigns for businesses in emerging markets. We know how to create effective public relations strategies to help our clients establish brand trust, build and maintain reputations, and grow their businesses.

If you’re interested in discussing how our PR professionals can meet your PR needs in an emerging market, do not hesitate to call us.

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