Consumer PR is the reputation and awareness building brands do to improve their image to the public. From purpose-driven PR to product launches and experiential PR, consumer PR gives consumers an additional positive touchpoint that builds trust, anticipation, and loyalty from consumers. Consumer PR is an effective lever for ambitious brands, particularly during hyper-growth or product launch phases. This is in contrast to B2B PR, which seeks to improve the reputation and awareness of a company within a particular business vertical. Brands know new customers buy faster and existing customers buy more often from brands they can feel good about. Consumer PR can take on many sub-forms of public relations, including:
- Community Relations: building relationships with community stakeholders.
- Product Public Relations: Product reviews and placements in consumer publications.
- Purpose-Driven PR: Proactive values that incorporate social, cultural, and environmental issues.
- Experiential PR: Opportunities for the public to engage directly with the brand in-person.
- Integrated PR: PR campaigns that use paid avenues to create media coverage and word of mouth.
Why do companies engage in consumer product PR?
PR is the most trusted form of awareness building. Consumers trust reviews more than any other type of product awareness, like advertising. Reviews can come as online reviews, and even from influencers and bloggers or can come from media outlets. Media outlet coverage is particularly coveted because not only does it have powerful sway, it adds extra brand cache and it sticks around for a long time online. For DTC and e-commerce brands media coverage also improves SEO, a really important ingredient in online sales. Investors also like to see a brand in the media; it provides valuable social proof.
Consumer product PR can be approached from a long-term strategic process or as the consumer PR campaigns during certain times of the year.
Why would companies engage in community relations?
Anytime a company needs its local community’s support, community relations matters. Sometimes brands want to be good community partners because it makes recruiting for top talent easier. Or maybe they want to expand, and they need City Council approval on a piece of land they’re eyeing. Or perhaps the brand values being a good neighbor to the communities in which it operates.
Why would a brand engage in Purpose-Driven PR?
Brands engage in purpose-driven PR for a variety of reasons. One can certainly be to improve their brand image in the eyes of their customers. You will often see purpose-driven brands publish an annual report. Not only does this report track its own progress, but it also provides the public with the progress as well. We tell our clients that strategic purpose-driven PR should be systemic, and externally virtuous, but meaty and measurable.
Why would a brand engage in experiential PR?
When you think of cutting-edge sports, what brand comes to mind? It’s probably RedBull. RedBull became a household name through events. That’s because RedBull’s brand is inextricably tied to cutting-edge sports. Their support and engagement of some of these sports basically gave legitimacy to the X Games because competitors could finally focus their efforts entirely on their sport. In fact, RedBull created the first international kiteboarding competition. RedBull’s commitment to extreme events and competitors keeps them at the forefront of beverage brand awareness. Experiential events can be expensive, but when you consider the ROI both in advertising dollars saved and PR and brand affinity, experiential events are powerful tools in the PR arsenal.
Why would a brand engage in integrated PR?
The best integrated PR campaigns use many marketing PR levers to make an impact. An example of this would be Coinbase. In 2022, they purchased a Super Bowl ad that was nothing but a QR code. Millions of viewers stared at their screens in awe that a brand would purchase one of the most expensive ads in history and do nothing but float a QR code across the screen. But that was the entire point. In fact, for many consumer brands, the reason to purchase a Super Bowl is the added PR coverage around Super Bowl ads. Weeks before the Super Bowl, consumer brands release their ads, either to the press or the wider public on YouTube, to ensure their creative ad gets the free press it deserves.
Brands that build loyalty and love through PR grow faster and have higher customer retention, and consumer PR improves other initiatives such as fundraising, that are vital to a thriving brand If you’re interested in consumer PR, contact us. We’re a top-rated consumer PR agency.