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…

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…

Why you should start your PR today to become Distinct Corporate Brand?

Bill Gates was once quoted famously saying “If I was down to my last dollar, I would spend it on Public Relations” If the richest man on Earth values PR so much, why many of us still take a myopic view of the discipline that has been part of human evolution journey. PR is all about relationships and without it human evolution would have not been possible. We have often come across public relations function treated as an insignificant cousin of marketing or corporate strategy. We are often the first consultants on the chopping block when a share price takes a nose dive and cash flow is under the microscope. However, the good thing is this reality is slowly and steadily changing. There are scores of company directors today who take opposing view and understand that when the going gets tough – that is the time you need PR the most. It is the time you need solidarity, support and solution to deal with adverse situation.  You see when it comes to PR – it’s all about laying the groundwork an…