Tag Archive for: PR success

How to Decide When Choosing PR, Marketing or Branding Agency?

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Key Takeaways

  • Distinct Roles: Branding focuses on building loyalty and emotional connections, PR aims to create awareness and trust through influence, while marketing drives leads and conversions. Each discipline plays a unique role in a comprehensive business strategy.
  • When to Use Each Strategy: Branding is essential at launch and throughout a brand’s lifecycle to maintain consistency and emotional resonance. PR is best utilized for awareness and credibility, especially when building relationships with stakeholders. Marketing is most effective once a brand has established trust and is ready to generate leads.
  • Integration of Tactics: While branding, PR, and marketing have different objectives, they complement each other. Effective strategies often involve a mix of all three, depending on a brand’s maturity and specific goals, with each contributing to overall business success.

At Avaans,  we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize when choosing an agency, it helps to know which of the three disciplines (branding, PR, and, marketing) you should select the agency for. Many agencies offer services in all three categories, like Avaans, but most lead with one of the primary disciplines. So how do you decide when choosing a PR, Marketing or Branding Agency?

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

When to do use it: At brand launch, product launch and throughout the brand’s existence to ensure consistency.

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

B2B firms often think they can skip the branding step, but it’s even more important for B2B brands to invest in clear, concise, industry consistent branding.

A strong brand has a clear voice and gives their customers & clients something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

PR: Influence & Social Proof


When to use it: to create awareness, educate consumers, develop trust with stakeholders.
PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your brand’s maturity, customers, and community will determine your overall mix among other things.

Marketing: Driving Leads

When to use it: after your brand is established and you’ve earned some brand trust.

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.

In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

Have more questions about how and when to use these tactics? Get in touch with us.

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5 Remarkable Competitive Advantages of PR

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Key Takeaways

  • Building Credibility and Trust: Investing in PR helps establish a brand’s credibility, which not only enhances sales but also serves as a buffer during crises. Trust built over time acts like compounded interest, providing long-term benefits such as better capital raises, increased sales, and resilience during negative events.
  • Cost-Effective Marketing Strategy: PR offers a more economical alternative to traditional advertising. It generates earned media opportunities—such as product placements, interviews, and awards—that provide greater credibility and awareness at little to no cost compared to paid advertising.
  • Enhancing Customer Loyalty and Brand Recognition: Effective PR campaigns that resonate with customer values can significantly boost loyalty. Additionally, gaining media exposure positions a brand alongside more established names, elevating its credibility and appeal to potential investors, partners, and customers.

Investing in PR is a commitment, so before you get started, it’s important to be clear on the competitive advantages of PR. Clarity around these advantages can ultimately help you enhance your overall PR outcomes.

  1. Enhance Credibility

    A trusted brand will increase sales and revenue, but there’s an additional reason to use the competitive advantages of PR: the bank of trust and credibility. Building trust and credibility has it’s own brand value advantages, the third-party validation from credible media outlets positively affects capital raises, increased sales, and future IPOs. But there’s more, if you get caught up in bad news, have a product recall, or other upsetting news, the trust you’ve established with customers, investors, and journalists will serve you well as you respond to bad news. Depending on the news, PR could also save you legal fees, re-branding fees, or lost sales. Credibility and trust build up over time, and if given the opportunity, trust is a lot like reinvested dividends, they grow exponentially over the years, so it’s never too early to make deposits in the trust bank.

  2. Cost-Effective Marketing

    Paid ads require copywriters, videographers or photographers, a team of editors for content, and that’s before you ever purchase the space or pay the ad and marketing agency for their creative ideas and campaign planning. PR agencies specialize in creating opportunities that come at little to no cost, like creating buzz, word of mouth, or owned content. Product placements or executive quotes, interviews or public speaking opportunities, awards, these have little to no additional cost, and yet they lend 3x more credibility than an advertisement. So what’s the competitive advantage? Let your competitors spin their wheels on the ever-changing price of digital ads or the unknown impact of a print ad and instead invest in sticky earned media, with a predictable budget, that delivers awareness AND credibility.

  3. Increased Loyalty

    What would you pay to have 50% or more of your customers or clients be completely loyal to your brand, no matter how much your competition targets them? Competitive advantage PR campaigns that appeal directly to customer values or purpose have an enormous impact on customer loyalty and earned media. Purpose-driven programs also have the added competitive advantage of potentially appealing to a segment of journalists too. Well-considered PR campaigns will have the added competitive advantage of giving you more opportunities to communicate with your customers and give your employees more opportunities to humble-brag about the socially aware company they work for. And when the recruiting market is tight, giving your employees pride in their work saves on recruiting and turn-over costs.

  4. Playing with the Big Boys

    If you’re not already a household name, then one of the competitive advantages of PR is the statement that you’ve arrived. When media outlets start covering your products, you’ve entered into a rarified realm because less than 2% of all companies EVER receive media exposure, and we bestow those that do with more credibility. Simply appearing in an article with a household name elevates your company. At Avaans Media, our clients are hyper-growth companies or those in emerging industries, or developing purpose-driven campaigns – what all our clients have in common is when they come to us, they are in the mix, but not well known to key stakeholders, but when they leave us, they have measurable outcomes including capital investment, mergers and acquisitions, and IPOs.

  5. Leverage Your Other Initiatives

    One additional competitive advantage of PR is having them at the table when planning internal or external initiatives. PR experts can help you develop those plans with media reactions in mind. If you DON’T want press on something, PR experts will know how to enhance that outcome and will help you prepare if it hits the press. On the other hand, PR experts can advise how to leverage marketing initiatives for additional coverage. We’ve helped our clients identify many ways their investments in branding, partnerships, and even advertising can pay 3X more dividends through earned media.

 

PR is the choice of brands with big plans and that’s because the competitive advantages of PR can’t be beaten. Regardless of your strategic business goals, talk to the Avaans Media PR experts about them so we can advise you on the best ways to make those goals a reality faster.

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PR and Social Media for DTC (Direct to Consumer) Brands

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Key Takeaways

  • Emphasis on Brand Awareness: DTC brands should prioritize building brand awareness as their initial marketing goal. Effective online advertising and consistent messaging help establish familiarity and trust, making potential customers more comfortable when deciding to purchase.
  • Engagement Through Social Media: Utilizing social media platforms is crucial for maintaining brand awareness and engaging with customers. These platforms allow for targeted communication, easy sharing, and direct purchasing options, creating a seamless experience for consumers.
  • Integrating PR with Social Media: A cohesive strategy that combines public relations and social media enhances brand visibility and credibility. This can include influencer partnerships, digital press releases, and leveraging media coverage within social media campaigns to build trust and foster relationships with both customers and journalists.

Using PR and Social Media for DTC Brands

[5 minute read]

Direct-to-consumer brands are increasingly growing in popularity and there are distinctive expectations consumers have for DTC brands in PR and Social Media. Instead of buying from a third-party retailer, customers can purchase products or services directly from the company. Successful DTC brands typically have one thing in common: a strategic and effective way to reach their target market and ensure their market will trust their brand.

Utilizing targeted public relations and social media campaigns for DTC brands can create brand awareness, reach your ideal audience, and engage with current and potential customers. However, it’s not merely about posting things on Twitter or Facebook, and suddenly your business makes more money and grows. Creating a successful digital marketing plan means knowing when and how to use consumer PR and social media for DTC.

Why Brand Awareness Is Crucial

If you have a DTC business, you need to implement a marketing strategy that focuses heavily on brand awareness. In the beginning, your main goal isn’t as much about making sales as it is about garnering attention from potential customers, so they know who you are and the types of services or products you offer. These are the people who might encounter your brand again down the road and decide they want to buy something.

Building brand awareness begins with online advertising. Your target audience should be served interesting and unforgettable ads. It’s about creating a lasting impression in the minds of potential consumers and building trust. The more ads they see from you, the more they will feel comfortable with your business. Online shoppers are more likely to trust a brand they’re familiar with than one that doesn’t seem legitimate.

Using Social Media to Engage With Customers

Once you’ve established yourself as a brand, you need to maintain that awareness throughout various digital marketing platforms. An effective way of doing that is by using social media. Facebook, Instagram, Twitter, and YouTube are excellent forms of marketing to target a specific demographic or communicate with current customers.

You can increase your followers, attract new viewers, and engage with the people who are actually purchasing your product. The share feature within many social media accounts also allows users to quickly and easily spread the word about your brand to others. It’s basically like word-of-mouth advertising but via the internet.

One of the best features of social media marketing is customers’ ability to buy things through links included in the posts. If you incorporate relevant links in each post connecting to your products and services, it creates a hassle-free experience for consumers to make a purchase directly from your Instagram page or YouTube video.

Don’t Forget About Your Public Relations Plan

The right public relations strategy can inform the public about a company’s brand, build and maintain reputations, and gain credibility with a target audience. It’s not just about letting people know you exist, but also about letting them know exactly who you are. You’re trying to create an image, and the way you go about doing it can have a positive or negative impact on consumers. Public relations is more than a press release.

Some of the most common PR strategies include:

  • Brand identity

    – Choose a logo, determine how you want your website to look, pick the tone you want to convey when communicating with customers, and pick visuals to use for your social media campaigns.

  • Messaging

    – You should include a backstory about who you are and how you got started. You should also incorporate your company’s values and mission. It’s critical that your tone remains consistent throughout all PR and social media for DTC. If you regularly change the voice conveyed through your marketing, customers will have difficulty trusting you.

  • Events

    – You can host an event or sponsor one where you know your target audience will be. Potential customers will see that you’re a legitimate business and learn about the products or services you sell. You will also have the opportunity to speak with them face to face and build trust.

  • Media

    – Earned media and press releases are an excellent ways of notifying the public about the launch of your new brand, releasing a new product, or a sale or giveaway.

  • Partnership

    – Partnerships can be a significant part of promoting your business. You should stick with people and companies that are relevant to your brand. For example, if you sell hiking gear, it wouldn’t make sense to work with a restaurant. Instead, you might want to partner with a sporting goods store and stock their shelves with your product.

Combining PR and Social Media for DTC Brands

Your brand could benefit from integrating your social media marketing and public relations campaigns, since both can complement each other.

Common examples of integrating social media and PR campaigns are:

  • Influencer Outreach

    Social media influences are an excellent source for promoting someone’s brand. They typically have hundreds of thousands or millions of loyal followers who trust them and purchase the products they promote.

  • Digital Press Releases

    Traditionally, companies send press releases to journalists to convey information about their brand. However, in the digital age, you can publish your own press releases on your social media accounts, through email, or as a blog on your website.

  • Using PR Coverage in Your Social

    When you receive coverage in the media supercharge that social proof and enhanced trust building opportunity by using the coverage in your organic and paid social media. Consumers will be impressed and more willing to try your product.

  • Forging and Maintaining Relationships with Journalists

    You can use social media to create relationships with journalists in your industry that benefit your company and achieve your marketing goals. It doesn’t take much effort to gain their trust and support – if you take a genuine approach by following them on social media and sharing their posts, they might be willing to do the same for you.

Contact Avaans Media

If you’re looking for the right marketing agency to expand your digital audience, increase your return on investment, and successfully grow your business, Avaans Media can help. We have over a decade of experience creating and implementing effective consumer product PR and social media campaigns for DTC brands.

Schedule a call or complete our online form if you want to discuss your goals and determine the most effective strategy for improving your online presence.

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5 Steps to CPG PR Crisis Planning

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Key Takeaways

  • Crisis preparation protects your brand: For CPG brands—especially in emerging industries—proactive PR crisis planning helps organizations respond quickly to scrutiny, rumors, or regulatory changes before issues escalate.
  • A dedicated crisis response team is essential: Effective crisis communication requires coordination between leadership, PR professionals, legal advisors, and operational leaders, each with clearly defined responsibilities.
  • Crisis communication must be tailored to stakeholders: Different audiences require different messaging and channels. Planning in advance ensures communication remains consistent, timely, and credible during high-pressure situations.

For most CPG brands, a PR crisis is rarely a question of if—it’s a question of when.

This is especially true in emerging industries where regulations evolve quickly, research is still developing, and business deals grow larger and more visible. Those conditions create the perfect environment for public scrutiny—and occasionally, public relations crises.

Most CPG companies initially approach PR firms to share their story, gain media coverage, launch campaigns, and build brand recognition. Those are the exciting parts of public relations.

But some of the most valuable work a PR firm does happens behind the scenes: preparing a company for moments when things don’t go as planned.

Why Plan for a PR Crisis Before One Happens?

According to Plos|One research, true rumors are confirmed in roughly two hours—but false rumors can take more than fourteen hours to debunk.

In today’s fast-moving media environment, misinformation spreads quickly across social platforms and news outlets. Companies often have very little time to assess the situation, determine their response, and communicate clearly.

This is why crisis planning matters.

We once had an entrepreneur decline crisis planning because they “didn’t want to think about it.” For us, that was a clear red flag. Crisis preparation isn’t about pessimism—it’s about protecting the brand and ensuring the company can respond effectively when pressure arises.

Crisis planning may not be glamorous work, but it is essential. A thoughtful plan strengthens your brand’s resilience and allows leadership teams to act with clarity instead of panic.

In the era of rapid news cycles, social media amplification, and cancel culture, having a plan in place is one of the most effective ways to protect your company’s reputation.

Step 1: Identify Your PR Crisis Team

Your crisis response team should include the individuals responsible for leadership decisions, communications, and operational response.

Depending on your organization, this may include:

  • Chief Executive Officer
  • Chief Marketing or Communications Officer
  • Brand Spokesperson
  • Public Relations Agency and Investor Relations Advisors

Additional team members may participate depending on the nature of the crisis:

  • Legal Counsel
  • Human Resources
  • Product or Quality Assurance Leaders
  • Social Media Specialists
  • Customer Service Representatives

Not every crisis will require every person listed above. However, each team member should understand their role before a crisis occurs. During a crisis, clarity around responsibilities helps prevent confusion and conflicting communication.

Step 2: Identify Potential Crisis Scenarios

Some CPG PR crises are unique to consumer brands, while others affect companies across industries.

When developing a crisis plan, leadership teams should brainstorm potential scenarios together. This process helps ensure all perspectives—legal, operational, marketing, and communications—are considered.

It’s also important to remember that a crisis can emerge simply because someone claims something happened, even if the claim proves false.

For example, if allegations against a company appear in the media or circulate widely online, the reputational damage may occur regardless of the outcome.

A well-known example is the Tide Pod Challenge. Although Tide had nothing to do with the viral social media trend encouraging people to consume detergent pods, the company still needed to respond quickly and responsibly.

Common crisis scenarios to consider include:

  • Product injuries affecting staff or consumers
  • Quality control issues or product recalls
  • Natural disasters affecting operations
  • Legal actions involving employees, clients, or partners
  • Regulatory investigations or emerging research impacting the industry
  • Executive leadership changes

Not every situation requires the same response. Some crises demand immediate public statements, while others may require targeted communication with a limited audience—or occasionally no response at all.

Step 3: Identify Stakeholders and Audiences

Most crises involve multiple stakeholder groups, each requiring slightly different communication.

While the core message must remain consistent, the level of detail or tone may vary depending on the audience.

  • Employees
  • Customers
  • Retail partners or dispensaries
  • Business partners
  • Investors
  • Government regulators
  • Industry media
  • National media
  • Local media

Mapping these audiences ahead of time ensures communication can happen quickly when needed.

Step 4: Determine Communication Formats

Different crisis scenarios require different communication strategies.

Companies should determine in advance how messages might be delivered. For example:

  • Will the company issue a press release?
  • Will leadership provide media interviews?
  • Will updates be shared on social media?
  • Will a video statement be appropriate?
  • Will investors require direct communication?

Although press conferences are relatively rare in the CPG sector, certain situations may call for them.

Planning communication channels in advance allows teams to move quickly and consistently during a crisis.

Step 5: Know Where Critical Information Is Located

During a crisis, speed matters.

Your crisis team should have immediate access to key information, including contact lists, internal leadership contacts, legal advisors, and media relationships.

Your PR firm should also have the necessary background materials ready—company facts, leadership bios, and messaging frameworks that can be adapted quickly.

Having this information readily available can sometimes mean the difference between damaging headlines and quickly resolved issues.

The Ongoing Step: Listen Carefully

In the day-to-day demands of running a CPG brand, it’s easy to overlook early warning signals.

That’s why monitoring industry conversations, social media sentiment, and media coverage is an essential part of crisis preparedness.

Strong media monitoring and social listening allow companies to identify potential issues early and adjust messaging before a situation escalates.

Understanding how consumers, regulators, and investors are reacting to industry developments provides valuable context when determining whether and how to respond.

There’s no single formula for CPG crisis planning. Each plan should reflect the company’s culture, leadership style, and risk profile.

But if a crisis does occur, having a plan in place provides something incredibly valuable: a clear path for decision-making.

If you’d like to learn more about crisis communication planning—or if you’re looking for experienced cannabis PR crisis advisors—you can start here.

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6 Questions to Ask and What To Look For Before Hiring A PR Firm

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Key Takeaways

  • Understanding and Industry Knowledge: It’s crucial for a PR firm to have a deep understanding of your product and industry to effectively communicate and navigate relevant regulations and trends. Assess their familiarity with your sector and their engagement in industry events.
  • Clear Metrics for Success: Establish well-defined key performance indicators (KPIs) to measure the effectiveness of the PR firm. This includes metrics like media placements, website traffic, and brand mentions, ensuring alignment with your overall communication strategy.
  • Transparent Fee Structure and Personal Chemistry: Ensure the fee structure is fair and clearly defined, including what services are covered under the retainer. Additionally, assess the personal chemistry between your team and the PR firm, as strong collaboration fosters better results.

What Should You Really Be Look For In A PR Firm?

Whenever I talk to someone hiring a PR firm, I really have empathy. We know, hiring a PR firm can be daunting. With increasing frequency, we’re hearing stories from clients who have experienced “bad PR.” We hate to hear that, because we know it’s important for our entire professional to provide exceptional services. More importantly, we know it’s important to you when making a PR investment. What should you ask before hiring a modern PR firm?

We truly believe many of these stories are because of client and agency being a mismatch rather than a “bad PR firm.” Taking a deeper look at PR before hiring a PR firm can save you money, and time. We can attribute much of this to the vast distinctions between how PR agencies operate and handle their clients. The intention of this piece is to provide you with questions we would be asking OUR PR firm before we hired them, and why those questions are important. Also, consider these “6 great questions you can ask us before hiring Avvans PR”

6 Questions to Ask Before Hiring Your Next PR Firm

Do You Understand Our Product?

Ask yourself how important a baseline understanding of your product or industry is to your communications. We’ve heard story after story of people unhappy with their PR firm because their PR firm doesn’t understand an emerging industry’s regulations or technology. Understanding the industry isn’t just important from a regulatory and technical perspective, it’s also the ability to monitor relevant news, understand what’s relevant (and what isn’t) and move quickly. Now, that’s not to say that a beauty PR can’t handle B2B PR for the industry, but expect to educate your firm.

What tradeshows and conferences has your team attended?
Does your PR firm understand what makes your product distinct within your industry?
What publications are writing about your vertical?

Before Hiring a PR Firm, Establish Clearly Defined Ways of Measuring Success for PR

Most companies today want consistent placement, strategic oversight, and outstanding communication. But what else? In a mature, less regulated industry, a PR firm typically works with multiple other firms from branding to experiential to an ad agency.

PR is THE leading brand trust and awareness tool.

In addition to earned media, companies should be looking at additional metrics for PR, such as SEO value. Website traffic, brand mentions, brand name reach, and even share of voice are all KPIs that are relevant, depending on the overall strategy. Your PR firm should be ready and able to provide those kinds of metrics to you every month. Changes in public perception or decreased sales cycle are also metrics with which PR can support. If you’re measuring your PR firm against KPIs like this, work with your PR firm to set a baseline and a reasonable timeframe.

To really maximize your PR, look to incorporate your content, whether it’s through your PR agency’s content services, or your own, be sure to align the key messages and the topics.

Is the Fee Structure Fair & Does It Make Sense?

Most PR firms work on a retainer, so make sure you have an understanding of what’s included in your retainer?

Does the firm charge for wire releases?
Is branded content included, and if so, does that extend to graphic design?
Is there a markup on expenses incurred by the PR agency and if so, what is it?
Are off-site activations included?
How are hours tracked?

There’s no single way to manage a retainer, so asking questions like this upfront will give you a deeper understanding. Be fearless about asking these questions, after all, you’re the client. You should expect a rationale that isn’t arbitrary. While you may view this as a negotiation opportunity, be wary of cutting the budget to the point where your brand isn’t on the radar daily. You want your PR firm engaged with your brand on a daily basis – make sure you’re getting that because the alternative often provides unsatisfactory results. A great PR firm will be transparent about their billing methods.  Financial terms form the foundation of your relationship with your PR firm. Get that right and find a balance that works for you and your PR firm.

Look for Good Personal Chemistry in Your PR Firm

While this one is tough to put on a spreadsheet, asking some tough questions will often reveal the quality of the chemistry. As an engaged client, you should be working with your cannabis PR experts regularly and you REALLY want that process to be enjoyable. Make sure your company culture meshes well with your cannabis PR firm’s value system.  Teams who like one another, work better together. If you’re not gelling with someone in the first call, chances are, that’s not going to change.

Compatability breeds productivity and results.

Before Hiring Your Next PR Firm, Consider: Location, Location, Location

Before you start narrowing down your PR firms, decide how important location is to you. We think having account presence in major journalism markets, like Los Angeles and New York is a priority, but if you’re the person who needs to meet face-to-face once a week, acknowledge that and find a firm close to your base of operations and hire a PR firm that’s near by.

Flexibility AND Systems

Pay close attention to the systems your PR firm uses and also take notice of their flexibility.

For starters, there should also be a clearly defined exit clause in the contract.

Who owns content?
How will the PR firm handle future press inquires when/if the engagement ends?
What is the cancelation agreement?

Your PR should have systems and processes in place, but those systems and processes should also be nimble enough to manage the PR world. For example, getting a press release right is exceptionally important, but it shouldn’t take your PR firm a week to write it. You should be able to review the first draft within hours on an emergency or breaking news circumstance. On the other hand, there should be a consistent drum beat and strategy behind media relations.  Which bring us to:

A Strategic Approach That Makes Sense

Before hiring, your  PR firm should be able to articulate an approach and strategy that makes sense to you. While credible PR firms won’t reveal details about clients, they should be able to articulate some case studies of  PR strategies and why they worked. For example, provide an experience that required a decision to respond to industry news. When, where, and how you respond to breaking industry news is determined by your brand strategy, BUT your PR should be able to articulate a strategy and when/why it worked. Your PR firm should have some strategic storylines and outlines in mind for your brand, which proves they’ve done a little research. Even if they aren’t perfectly on-brand, at least you’re starting with a strategy that is better than starting from zero. Avaans takes a slightly different approach by providing strategic research and competitive analysis before you even work with us.

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5 Ways To Leverage Media Coverage

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Key Takeaways

  • Celebrate Wins Internally and Externally: Share your media coverage with employees to boost morale and reinforce team efforts. Highlight achievements to clients and customers as well, empowering them to share the good news and enhancing trust in your brand.
  • Repurpose Earned Media: Maximize the lifespan of your media coverage by featuring it in advertisements, on your website, and in newsletters. This not only increases visibility but also serves as social proof, attracting new audiences and reinforcing credibility.
  • Use PR for Industry Advantage: Leverage positive press to build relationships with stakeholders, especially in emerging and regulated industries. Engaging with local political figures or community leaders after receiving coverage can open doors and establish your brand as a trusted player in the market.

5 Ways to Leverage Media Coverage

Leveraging media coverage is the key to maximizing PR outcomes for hyper-growth brands and emerging industries.

 

This post originally appeared in Authority Magazine

Welcome to another installment of our PR Strategy Series, where you can learn directly from top industry experts on how you can leverage media attention to grow your business.

I’m your host, Kage Spatz — here to help entrepreneurs, coaches, and service providers save more time, build more trust, and serve more customers. Today I had the pleasure of talking with Tara Coomans.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I did a lot of different marketing and PR roles before I started this agency, and I think that’s what makes my strategies and perspectives so valuable; I really do see things in a 360 degree way. When I was 26 years old, I started my first agency, it was an event marketing agency, from there I went into publishing and co-owned a few magazines, and then after working in sponsorship promotions for brand and nonprofit partnerships, I started my own communication and PR agency. My background really allowed me to work with a broad range of clients and appreciate the benefits of integrating marketing and PR levers.

When I first started this agency, social media was just taking off and we specialized in guiding companies, brands, government agencies, and nonprofits in integrating social media into their overall communication, so social media is really integral to Avaans’ PR roots as is integration with other marketing initiatives. Today, Avaans Media excels at integrated communication strategies with a special emphasis on earned media.

In your opinion, what separates your agency from others in the space?

I’ll share with you what we hear from our clients who have had PR firms before. They tell us we stand out as effective, strategic across channels, and able to move fast.

We really pride ourselves on our earned media success, we get multiple hits per month on an ongoing basis. We know how to get your company, your executive, your brand, in the press — and we know what to do with it once it’s there. We’re extremely proactive and we work shoulder to shoulder with our clients.

Our team is another differentiator. Our team is experienced and extremely effective and we have very little turnover. I’m also personally engaged with all our clients because we know brand consistency is the name of the game with PR. And our team really taps into their own emotional intelligence to provide outstanding strategy and positioning because we’re hyper-aware of the cultural and media mindset.

We also move incredibly fast, we pick up complicated technologies, business changes, cultural changes, or communication challenges and can very quickly determine the best course of action.

Which three character traits do you think were most instrumental to your success up to this point?

  • Empathy-As an agency CEO, empathy is vital. I feel it makes us a better collaborator with our clients, and it’s really what allows me to keep a pulse on changing cultural conditions. I also think it’s why our team is so effective, because I truly hear and see what they’re experiencing and I work very hard to integrate their feedback. Empathy has allowed me to steer clients clear of potential pitfalls, and it’s allowed me to build a really talented team. Although empathy is something I’m proud of, we all have blind spots. Several years back, I usually addressed an email to an all-female team with “Hi Ladies,”. One of my team members told me that made her extremely uncomfortable and that she felt there was no reason to call out anyone’s gender at the top of an email. To be clear, this wasn’t a pronoun issue, but it did make me consider my own perspectives. You see, I’ve made a big point of hiring & supporting women in my agency, so I was proud when we had an all-female team. But her perspective brought something else to light: the way we address teams, especially those of us in leadership roles, can be perceived as one of elevation or diminishment, depending on the person’s own experiences. We now call our internal team the “A-Team,” and it seems to work better for us.
  • Know When To Say No — Another thing I’ve learned over the years is the type of client we work best with. We work really well with people who are invested in success and will be part of our village to raise a brand. We work best with clients who want actually to move the needle; that’s why we excel in fast-growing industries and with ambitious brands. Knowing when to say no has been pivotal to our growth. Our team is excellent and professional, but nothing takes the winds out of someone’s sails faster than knowing their advice, work, and recommendations are falling on completely deaf ears. It leads to less than desirable results and it weighs down my team too. I can’t have that, because it affects everything. I’ve gotten really good at identifying clients who are a good fit for us, as a result our work is outstanding, our team members are happy, and our day-to-day existence, while it can be stressful, is satisfying because we know we’re making a difference. I will say, this is a constant battle. I’ve developed an internal plan on managing these situations so I have guidance for myself and the team the next time we have a less than ideal client fit.
  • Resilience-Resilience is probably my superpower. As an entrepreneur, I’ve been through 3 major national crises (9/11, 2008, and the COVID pandemic). Not only have I survived them, but our clients also. I’ve developed plans and strategies for hyper-growth within and in the aftermath of these situations. I’m incredibly proud of that. That doesn’t mean I’ve never experienced failure, because like anyone, I’ve failed, but, I always look for the lesson learned and then move on.

What 3 media strategies are typically most effective in generating more business for a national brand?

National brands should be thinking about PR all the time. PR should have a seat at the table for any national or nationally ambitious brand. From partnerships to product development to 360 campaigns and internal initiatives, to leveraging media coverage, there are so many great ways for national brands to stand out with PR insights. And national brands need to be more and more focused on authenticity and the importance of internal communications too.

  • INTEGRATE — Integrating programs together so they activate one another is a great example. We worked with a client a few years back to bring PR into their events programs. For one of their major events they sponsored the press box, although this was a paid sponsorship, it was a true media relations move, particularly for their target audience. This elevated the brand’s exposure to the press in a positive way since the press box was a refuge and always had food, phone chargers, and private space for interviews. The Avaans team was onsite to ensure the press opportunities flowed and in the end, the ROI was truly remarkable –and sustained itself well past the actual event. It was a great activation of PR and paid sponsorship.
  • OWN YOUR CONTENT, OWN YOUR REPUTATION — Owned content is another fantastic PR opportunity. National brands really need to make sure their PR and SEO teams are working together and that owned content bridges those two worlds. This includes any kind of owned content from websites to videos. A few years ago, we did a Clio-nominated video for a CPG client and we scoured the script to make sure that the content was not only a beautiful example of storytelling but also engaged keywords that were aligned with the brand. The video was a masterpiece of storytelling and branding, but I’m also really proud of the behind-the-scenes work that ensures the video would attract traffic to the website because of the way it was scripted.
  • PR DURING PRODUCT DEVELOPMENT — I think something else important for national brands, is to consider PR during product development. It’s such a great opportunity to really consider how the product will stand out. PR can also help product development with insights into customer and culture trends and state of mind. There are PR opportunities during the design and testing phase that are really exciting. Something as simple as color choices on a consumer product: does the color pop off a page? Something like what the product will be named, many times a PR person can provide insights into things like that.

We’ve worked with clients to develop press-worthy products and we’ve used PR to help develop the product itself. We worked with a client years ago who was beta testing a platform aimed at parents. We developed a community of parents in social media to provide feedback and insight. We were engaging this community in a sustained way — not just in a focus group setting.

In the end, some of the feedback ended up radically improving the product and especially the messaging. Most exciting for the brand was the number of these parents who were defacto influencers during launch, they were the company’s earliest brand ambassadors and really made a huge impact at launch.

Would your PR strategy change much if a client is selling a physical product or has a service-based solution? B2C versus B2B? If so, please share an example or two that might demonstrate any differences.

Sure, there are big differences, including different expectations from the target audience. For example, a B2C brand might want to earn press in national consumer lifestyle outlets, but for B2B, it might be more relevant to focus on industry outlets. With consumer PR, having big reach numbers is important, but for a B2B outlet, it’s about aligning with quality over quantity. Also, how you leverage your media coverage will be different.

We have a technology client with a retail B2C product line and a B2B product line. One of the benefits for the brand is our B2B and B2C efforts are aligned, even though our PR strategies were different for each. The B2C side was heavy on earned media coverage, the B2B side was heavier on owned content, data, and trust-building within the industry and potential customers, which meant aligning with industry-specific opportunities.

There was is an added benefit for the B2B product line though: B2C PR added trust and awareness for the brand overall. When we secured a Today Show review of one of the B2C products, the B2B team used that an opportunity to start or re-engage conversations they were having, and the B2B side was able to piggyback off the trust of one of America’s most trusted morning shows.

For Direct to Consumer (DTC) products, it’s important to remember the media landscape is changing and lots of publications are radically changing the way they do product reviews.

For one, Google is changing the way they view these types are articles, so savvy publishers are looking to dig a little deeper into the products and the reviews, so be prepared with a thorough FAQ that’s specific to press when you send product samples.

Along these same lines, I highly recommend an affiliate program, ad revenues continue to decline and major publishers are prioritizing products that offer affiliate links. When your brand gets a review, be sure to share the article with the affiliate link.

If a business is already investing monthly in PR, what other marketing strategies would you recommend they invest in that best compliments that work to bring in the most amount of business?

This really depends on what else they’re doing and who their audience is. Broadly, I would say take a deep look at your owned media for enhanced trust and reinforcing your brand; see what’s working and integrate those insights into leveraging your media coverage.

Hypergrowth companies sometimes underestimate the benefit of these two strategic objectives in PR and owned media’s role in these objectives.

If someone has already been covered in the media, what are the best next steps after that? What are your “5 Ways To Leverage that Media Coverage To Dramatically Grow Your Business”?

  1. CELEBRATE WINS — Make sure your employees know about your press coverage, and celebrate it internally. CEOs can use it as an opportunity to remind the company that you’re a team and celebrate your efforts. You don’t need to ask your employees to share the press, if you’re creating a great culture, they’ll do that already. But it’s important to use press coverage as an opportunity to congratulate your internal team on a job well done and to reinforce your brand’s growing influence. Share your press with customers and clients too. Everyone likes to know that they’ve made the right choice and earned media reinforces that choice. It’s also an awesome opportunity for customers and clients to share it with someone else and say “this is the product/service I was telling you about.” Don’t be shy about empowering your existing clients with good news worth sharing. Make sure you’re pitch decks are updated regularly with your top 3 pieces of content. Your earned media and press is useful for biz development or capital raises. If you’re unsure which to select, as your PR firm, they’ll talk it through with you and point out what’s most relevant for your objectives.
  2. REPURPOSE YOUR EARNED COVERAGE — One of the beauties of earned media is it has a long lifespan. Be sure you’re highlighting your press coverage in ads and on your website. This is appreciated by the outlet and also increases the social proof to new audiences. While we’re at it, celebrate your earned media with your email list too. Resurface earned media when it’s relevant or right in social, in email, and in newsletters.
  3. USE YOUR PR FOR INDUSTRY ADVANTAGE — When you receive positive press think about doors it can open for you. Great brands always take PR seriously, this is especially true for companies using technologies like AI or drones, or other emerging industries or hyper-growth companies like fintech, blockchain, or cannabis. For emerging industries, it’s really important to focus heavily on trust-building initiatives. Emerging industries need to keep in mind that even people who aren’t their customers are early stakeholders in things like regulation. If you’re in an industry that’s likely to be or already is highly regulated, and you’ve received a business profile in a great publication, that’s a great opportunity for the CEO to introduce themselves to local political figures and representatives and start a dialogue about the industry or the business.

One more before we go: If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?

I’d love for us to celebrate and reward kindness more. There are millions of small acts of kindness daily, everything from holding open a door for a stranger to writing letters of recommendations.

If I could do anything it would be develop a true kindness economy. I envision tracking kindnesses in a way that people could see the ripple effects of their kindness.

Thank you for sharing your story and so many valuable insights with us today!

-This article originally appeared on Authority Magazine.

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