Tag Archive for: pr agency los angeles

What’s the difference between PR vs publicity? At first glance, they look the same. Publicity is a specific tactic to attract media coverage, it might be good or bad coverage. Public relations is a holistic brand-building, loyalty building and trust-building strategy that includes positive media coverage.

Should you choose publicity or PR?

Most brands do not subscribe to the “all media coverage is good media coverage” philosophy and want ONLY positive media coverage, which is why most brands choose PR. PR refers to the deliberate efforts that organizations make to build and maintain positive relationships with the public. Public relations will create a path toward media coverage including key messaging, brand positioning, making the news, jumping in on breaking news, and strategizing positive company announcements. A PR strategy may also include a crisis communication plan which is important for any consumer brand, but especially DTC or CPG brands. PR is an investment in your brand’s reputation. If your business goal is to be the #1 brand against your competitors or to secure investment that launches you into hypergrowth, then you’ll definitely want to choose PR.

Publicity is a narrowly focused goal, any form of media coverage or exposure for an organization or individual. And it might be OK for a brand that just wants to get into gift guides, for example. That would be an example of publicity without the added benefit of public relations. If your key messages are solid, and you don’t need any additional help building the brand’s trust or loyalty, or your long-term reputation isn’t important, then publicity may be an option for you.

Long Term or Short Term Media Coverage?

Publicity is great for a blast of short-term coverage. Something consistent with a calendar event, or a word-of-mouth campaign with a celebrity for a product launch. Publicity is also great if your brand is willing to do “anything” for media coverage. Stunts in Times Square or the Santa Monica pier often get coverage simply because of the location and the unexpected commotion. That’s publicity. Another example of publicity is an April Fools stunt.

If you’re looking for consistent press coverage regardless of whether you have a product launch or an activation, then you definitely want PR. PR will enable your brand to build trust with your audience, while also building loyalty with your existing customers.

Rinse & Repeat or Bespoke?

Publicity tactics are very similar to one another. Your publicity in gift guides, for example, will also share coverage with other products and possibly even competitors. Think of a publicity campaign as a short-term boost to secure coverage, regardless of quality. If you simply need additional exposure for a specific period of time in order to get noticed by potential customers or clients, then publicity may be a cost-effective solution.

In contrast, public relations will develop custom strategies to build and manage your reputation, reach key audiences and achieve your business objectives through strategic messaging and tailored PR campaigns. With the right PR firm on your side, you can effectively reach your target audiences, build positive relationships with key stakeholders, and stand out from the crowd in today’s competitive marketplace.

 

Many people think public relations (PR) and publicity are synonymous, but there is actually a clear distinction between the two terms. If you’re interested in discussing the difference with Avaans, please contact us, we will help you decide based on your business goals and budget, which type of media coverage is best for you.

Tag Archive for: pr agency los angeles

Welcome, Friend

If you’d like to receive our very best insights and resources tailored to your industry, please join us by completing the form below.

We think you’ll appreciate our occasional, but high-value, straight-to-the point emails, but if you don’t opting out is easy.

TO IMPROVE BUSINESS OUTCOMES THROUGH ENHANCED AWARENESS. USING CUTTING-EDGE CONSUMER & COMMERCIAL TECH PR  TO DELIVER OVER 1B EARNED MEDIA COVERAGE IMPRESSIONS.

THE PR CHALLENGE

A small but growing air purification company based in Tennessee taps Avaans Media to drive awareness of their 12+ consumer products and 5+ commercial products in a multitude of commercial verticals including travel, schools, sports, and agriculture.

THE PR KUDOS

“Creative and fun to work with, and always fiercely protective of our brand…Tara Coomans is a pure professional who is excellent at her craft. She has assembled a sharp team at Avaans,”


Jeff K.
CRO

“I was initially impressed with Tara’s enthusiasm, communication skills, and professional demeanor when I met her almost 2 years ago. Since working with her, she consistently embraced change with a calm, cool approach while being dedicated to our account during a hyper-growth phase. Her unwavering commitment to our strategic initiatives exceeded anything I ever hoped for from an earned media partner. Organized and diligent, Tara is a top-performing PR pro. She has my highest recommendation and I hope to continue working with her for many years to come.”


Kristen L.
Marketing VP
Retail & Commercial

THIS CLIENT RATED US 5 STARS IN THESE CATEGORIES

Communication

Achieved Results

Responsiveness

Quality of Service

THE PR SOLUTION

Build media awareness through a strategic mix of consumer blogs and digital media publications in lifestyle verticals. Build commerical awareness through heightened awareness of case studies and trust-based owned media including white papers and brochures. Work with social media and ad buy agencies to ensure 360 campaigns.  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and ongoing media training.

Consumer Tech PR


With over 1 billion impressions in the first 8 months, our CPG PR efforts were a difference maker for this brand. Single day sales from the Today Show paid for over three months of PR services and broke records across the board.

B2B – Commercial Tech PR


With a goal of raising awareness and reinforcing trust, Avaans PR recommended and executed a carefully crafted campaign of owned, earned, and paid media.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists weekly, which increased journalistic coverage as well as word of mouth.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including brochures and white paper.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.

THE PR RESULTS

1 Billion


Unique Monthly Views Through National Earned Media

150% Sales Increase


Due to a timely and trusted placement on the Today Show our client had their highest single sales day since the company’s founding in 2009.

$2 million


Earned media value in 12 months

25% 


Increase in share of voice against major household brand names.

GreenTech Environmental As See on Today Show
Lifestyle PR Firm in California
PR Firm California