PR can be defined as the business of persuasion.*
"You are trying to convince an audience, inside your building or town, and outside your usual sphere of influence, to promote your idea, purchase your product, support your position, or recognize your accomplishments." *
The Public Relations Society of America PRSA defines PR as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
The tools of PR include press releases, speeches, pitches, media and stakeholder events, market research, networking, sponsorships, writing and blogging, reputation management, campaigns and social media.
However, driving up public awareness of your brand in an Instagram and YouTube saturated environment takes some careful thought.
You need a strong, central messaging strategy.
One that is entrenched in your brand promise, values and core benefits.
Storytelling is a great way for you to connect with your audience in a more sincere and emotionally engaging way.
One of the most effective way to craft brand PR stories is to weave them around very real people and share how they’ve been impacted by your brand.
The story vehicle itself can be limitless - from videos and podcasts, to written copy/text, articles, infographics, quotes and even memes.
Using video or podcasts, you could also interview a wide range of KOLs as well as customers on a wide range of topics related to the end benefit of your brand and product.
Each story would aim to inspire listeners about the personal significance each person experiences as a result of coming in contact with your brand.
The stories should steer away from promotional content and instead focus on educating and piquing curiosity intended to spark a sense of true connection and inspire listeners to seek out the ultimate brand experience.
Finally, should you have budget for it, engage a PR expert to help you craft the best awareness strategy.
*Robert Wynne, Forbes.com
