Skip to main content

Konsumer is the King-Consumer PR To Build Your Brand

In recent times the consumer and retail industry has faced some hard times with a decrease in consumer spending and a tightened credit market. Many retailers slashed expenses, including marketing, in order to stay afloat and what has resulted is a marketplace that is considerably quieter in terms of businesses promoting their brands. 

Now, with the light starting to shine at the end of the tunnel and consumer confidence beginning to rise, the time is ripe for businesses to stand up, be heard and tell their story. 

In consumer campaigns public relations is an important part of the marketing mix for consumer brands as it serves to educate customers on new products and services as well as establishing a level of trust in a brand. 

A PR program can work very effectively when it forms part of an overall marketing strategy, which may also include advertising, direct marketing, customer loyalty programs and online marketing. 

Effective communication that achieves cut through with its audience is all about the repetition of key messages. These key messages communicate the brand's identity, its values and what's on offer. When these messages are consistent and repeated throughout the marketing mix, they are more likely to reach the target audience and have an impact. 

While media relations forms an important part of consumer PR campaigns, consumer communication is becoming increasingly more one-to-one, particularly in the online environment. Audiences are looking to be engaged by brands but not be sold-to by them. 

Online presents a new avenue for building a brand and enriching the customer service experience. Product and service information can be searched for at any time of the day and a customer can share stories about their good or bad experiences with a brand. Now more than ever, consumer brands have the opportunity to directly access their customers, allowing them to more readily identify with the brand and its values. Businesses can also begin to discover the wants and needs of their customers and immediately address these.  

In order to make this interaction a success a public relations strategy that sets out specific objectives is needed. The strategy should identify the target audiences and puts into place a plan to monitor and engage audiences in a manner fitting for the medium. An overall consumer PR strategy will integrate traditional media relations, digital PR with an overall communication strategy.


Popular posts from this blog

What SMEs can learn from (12 Zodiac) Big Brands

Looking out into the world today, it's easy to see why brands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable and needs to be meticulously built. SMEs must constantly look for that magical communication plan that will connect your corporate brand to your target audience and make your product/services an irreplaceable part of their life.  Brand building in not easy and if you aren’t clear about who you are, no one is going to be interested in you. It’s critical you understand who your brand is, and how you should be starting a relationship with your customers. Every company comes to the table assuming they are every guy/girl brand, but in 91% of cases, they aren’t. You need to drill down into what makes your brand special and how your customer…

Proactive PR key to changing behaviour and earn favourable public opinion

In this age of 24-hour, seven-days-a-week news coverage, no business should dismiss the vast potential of PR, Communication and Media to impact your organisation and influence your stakeholders. Developing a proactive public relations plan can be an effective tool to your business and best defense in preventing potential damage to a company's image in the face of an already skeptical general public. That plan -- what I refer to as "proactive pr and reputation management" -- must be implemented if the company wants to ensure that its reputation and standing in the community remain intact. You will be convinced that public relations practitioners need to flip their thinking. Simply: from reactive to proactive. In a world where every company is a media company, PR should lead.  But only if they can become truly proactive in their approach to the practice. Media companies are far more proactive than reactive. They plan their content through editorial calendars. Their leadershi…

How PR helps SMEs add value to their business and reputation?

India is country of 1.4 million small and medium enterprise (SME) businesses. As of now there are over 300 companies listed on the SME platform of Bombay Stock Exchange and National Stock Exchange and several hundred companies are expected to list in the near future. I happen to interact with the top management of many SME companies and majority of them were confused about the value PR can bring to their businesses and reputation.  
Although most big companies today understand public relations is important, but for SMEs PR is still an obscure concept. The question SMEs often ask is how will PR help me take my business to the next level? The simple answer is when it comes to modern organisations business plans, public relations (PR) represent an important tool in the marketing mix, actively and continuously differentiating brands from the competition and speaking directly to audiences. Here are just a few reasons why PR is a must-have for every SME communication strategy:

1. PR creates awa…