Why PR has Never Been More Beneficial for Your Brand

We recently came across an article from Inc. Magazine and wanted to share it with our readers. In the article, small business entrepreneur Caroline Limpert explains the reason she’s not giving up on Public Relations. In fact, if she had to put all of her eggs in one basket, Public Relations would be her only marketing expense.

At Werkshop, we stress from the very beginning of our  strategic planning process that businesses should consider all marketing tactics and be mindful of which brand building tools they choose to utilize to promote their product or service,.  One tool that is continuously used, is Public Relations. No matter your product or service, effective public relations is key to telling your story. If you are managing your own marketing planning, it is key is to recognize that PR has evolved to include much more than media and community relations.

The New Way to Manage Public Relations

Just 10 years ago, PR was very linear. A brand or agency would pitch an editor or reporter with a story that would interest the audience. It was the same process and message almost every time.

Now, with the evolution of technology and addition of other media outlets, the PR process has become molecular. The way brands and agencies pitch has adapted as well. You would not pitch a reporter the same way you would a blogger and you would not pitch a blogger the same way you might pitch a thought leader in a particular industry . There are so many new “rules” to PR because there are so many new players. Another notable difference in today’s PR is that with the addition of many new media outlets, your audiences are receiving their news from multiple sources, which is great news for all brands!  i

Essentially, the change that we are witnessing in the public relations process gives the term grass roots a whole new meaning. Content is still king, but context has become god. You must still share interesting information in order to grab attention, but the context in which you share that information is more important than ever.

It’s the reason we refer to it as “strategic communications” instead of simply public relations. 

Remember, as you continue to determine the best tools to use to build your brand, PR isn’t dead. In fact, it’s more alive than ever.

If you’re interested in learning how to utilize strategic communications for your brand in 2012, feel free to send us an email or call 615.579.1502.