Okay, this post has been re-purposed a few times, but it became relevant again when reviewing a proposal with a prospect. So bear with me and learn a little?
A PR plan is the most versatile marketing tool. Sure, it accomplishes basic communications goals like growing brand awareness, establishing credibility and energizing a brand.
When a smart and sophisticated PR strategy drives the plan, it can deliver these powerful ROIs. I know as I created and implemented strategies for many of these campaigns:
1. Growth – Gatorade’s meteoric rise was based on relationships formed with and the advocacy of its science by athletic trainers, sports scientists and nutritionists.
2. Relevance – Lands’ End’s men’s apparel was repositioned successfully for business casual dress through an “Architecture of Your Wardrobe” education campaign.
3. Motivation – the Ultra Challenge golf ball’s superior distance demos using recreational golfers “drove” them and friends to switch to the game’s new longest ball, doubling market share.
4. Loyalty – EAS weight loss and body building contests showed off the value of this nutritional supplement system, expanding product usage.
5. Goodwill – McDonald’s fosters goodwill the best. From Ronald McDonald houses to All-American bands and teams to charity support globally, the company “banks” its reputation to balance problems about nutritional issues and problems at local restaurants.
6. Distribution – dress shoe maker Allen Edmonds has opened new accounts for its men’s dress and golf shoe lines through the success of media outreach and impact coverage.
7. Premium – SeeMore’s relaunch was led by fostering relationships and product tests with media influencers. A Masters’ victory reinforced the re-launched premium-positioned brand.
8. Support – Brunswick Bicycles used a focused B2B education campaign to persuade retail and pro shop buyers that it planned to be a legitimate leading, positive force in the recreational cycling market.
9. Value – Apple’s products and innovation helped it surpass Exxon Mobil as the highest valued company in past years, and PR has been the thruster for this brand since its inception. That’s why Steve Jobs led their PR strategies and so many CEOs have followed his lead.
10. Surprises –usage problems, product recalls, companies facing new owners and legal battles are all surprises that PR can help an organization navigate and mitigate when crisis communications are planned in advance.
So, some may call PR a soft business tool, but when a strategy is thoughtfully developed, it packs a lot of PoweR!
How does it deliver value and power for you and your team?
Subscribe to our posts via RSS