PR is an art. Most people don’t know this, but public relations has been around longer than any other form of marketing. The old saying, “Everything you do and say is PR”, is the truth.
PR is a lot more than just having a pretty brand- It’s about making noise.
If you’re starting a brand new business, and really want to get your name out there ~organically~ then PR is the way to go. This means getting your brand & business in front of the eyes of the media, into the hands of influencers, on podcasts, etc. so that they cover your product.
When the media or influencers cover your product, it gives you two major things:
Credibility & Exposure
So now that we know why PR is great for your brand, what are some steps you can take to get your brand ready for launch??
Tip #1: Figure out who your audience is
Ok I know this sounds like a no-brainer, but legit, it’s actually something most people miss.
Let’s say you’re at the early stages of launching your brand to the world. You’re all excited and blinded by the excitement that you just keep pumping out your elevator pitch to anyone and everyone who will give you a minute of their time.
But I want you to think about this for a sec cause time is $$ -- why the f*ck would your boyfriends best friend care about your brand new underwear line for women?
They won’t - so don’t waste your time or your breath.
The same goes for when you’re pushing your brand out on a larger scale. You’re not going to pitch yourself to be a guest on a wellness podcast when you own a comfort food restaurant.
Narrow down who your target audience is and make a point to push to them and only them.
I know it seems like you’re narrowing down your exposure and in the back of your mind you’re thinking “maybe, just maybe, someone who is interested in my brand is listening to this random podcast”, but no. It’s just a giant waste of your time and your energy and let’s be real - who has time for that?!
Tip #2: What’s the difference?
What is so different about your brand to your competitors?
Let’s use an example here. If you’re a skincare company, what is it about *your* brand that’s unique? Why would someone buy your face scrub vs. going to Sephora or Shoppers?
Maybe your brand is all natural. Maybe it’s the fact that it’s made and manufactured in Canada. Maybe it’s that your brand costs half the price and does a better job.
Regardless of what the differences are, pull those points out and cling to them for dear life.
Those will be your key messages (AKA the talking points of your brand).
Tip #3: Make it Newsworthy
Ok I know what you’re thinking - wtf does that mean?
Once I’ve made a list of key messages and highlighted the differences from the brand I’m working on, I start to think about the big questions:
Who would be interested in this?
What’s the story?
Why should anyone care?
I’ll be honest - when it’s your own brand, it’s often hard to see past the excitement of your new biz. But try to look at it objectively.
Using the skincare line as an example, a newsworthy story would be something like...
“XYZ Skincare is the first Canadian skincare brand to use X product”.
I know that sounds vague, but to recap, think about the story.
What is the story you’re trying to tell and why should anyone care?
Tip #4: Consider CSR
CSR stands for Corporate Social Responsibility - I.e. charity work or giving back.
The first brand that did a fabulous job of marketing this is TOMS and its one-for-one approach.
People LOVE a feel-good giving back story, so if you can implement this into your business in some way, *it will pay off.*
I know, I know, product is expensive and margins are already tight. But CSR doesn’t mean you have to donate 50% of your proceeds to some random charity - it can also be a smaller percentage, or something completely different and interactive.
Why not dedicate one day a year to volunteering your time to a shelter? Or plant a few trees in your neighborhood?
CSR isn’t about feeling good and exploiting it to get coverage. It builds a great rep for the company, as well as gets your employees involved in a good cause.
What are some other tips you would like to see? Send us an email and let us know!
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