March 21, 2012 Leave a comment
PR and media relations are not only effective ways to garner coverage in print, TV or the radio, innovative companies and entrepreneurs are utilizing the basic PR methodology to build their brands. Effective public relations is one of the most powerful and effective brand building tools available. Companies build lasting successful brands by creating a powerful emotional response in their customers and in the public at large and they do so by developing and creating an effective story. Successful branding is not a process of the hard-sell. It is not about being the biggest, or the loudest, or even the coolest. A company builds a successful brand by making a deep powerful connection with its market. Branding is about communicating on a basic human level.
Having worked as a journalist, editor and producer, I know from the media’s perspective what makes a powerful and compelling story. Having served as president and CEO of a PR firm, I also know from the perspective of a public relations consultant what creates a story the media will respond to. It is the same type of emotional responses that companies look for when it comes to establishing their brands.
For a story to work it must be compelling, interesting and hit a true human chord. Public relations is the only form of marketing that lives or dies on how compelling the story truly is. Unlike advertising, with media relations you can’t pay to have a story placed in the editorial section of the media. You need to craft and pitch a story that is compelling enough to capture the media’s attention – a story that in essence is strong enough to become the news.
PR is not an event; it is a process and using that process is the most effective and powerful way to create and develop an effective brand. It is the PR mindset and methodology, the ability to develop and establish stories that resonate with the public that truly create the most powerful and lasting brands. A successful brand tells a company’s story both emotionally and narratively, which is why PR consultants who truly understand the process are the most effective brand creators around.
Keep in mind when you’re launching your PR campaign that you’re not only reaching your target market, establishing yourself though the media, and promoting your business, you’re also successfully connecting with your customers and establishing your company’s brand.
Copyright © Anthony Mora 2012