PR = Marketing
All too often public relations is viewed as some other-worldly practice out on its own. For many companies, PR is Pluto. Sure, communications practitioners have slightly different audiences and timelines, but PR needs to be at the table when discussing new marketing communications and sales initiatives. The result is a more fully integrated campaign that pulls together trends, company news and facts to back it up. So when you’re drawing up a new brand launch, you want your PR team providing some sparks.
The Press Release is Dead, but Not Dead
Lots of marketing blogs will tell you that the press release is dead, but the idea of a press release has a very specific function that is actually still relevant. Think about a press release as a signpost on your company timeline. In 2017, this important mile marker occurred. A press release, is not, however, a story pitch. Today, a press release is best used as a reference document that summarizes the 5 Ws behind a campaign, a new hire, a big purchase, for example.
Nobody Likes a Trick Pony
Communications managers need company spokespeople to not only share defined, concise company messages, but also connect the dots sharing insights on larger trends, business motivations and even controversial ideas. Where is the gray space? Your publicist needs you to go there. Where can you show real thought leadership? A ‘trick pony’ simply performs the rehearsed presentation, whereas an effective spokesperson leads a reporter to a bigger story.
Sending Samples is Not PR
So, now you’ve got your PR team integrated into the marketing department, you’re leveraging your spokespeople, and being judicious with your press releases. Next up, tap into your best assets – your products. But simply sending a sample to a writer and submitting wines for scoring does not constitute a PR campaign. Your products are tools, but your company messages and points of differentiation tell a deeper story that can lead to feature press coverage. Don’t confuse access to your products with access to what makes your company unique.
Are You Using the Right Tool?
PR, or more precisely, media relations is an efficient strategy employed when your desired outcome is building your brand’s credibility. A key benefit of earned media coverage in reputable media outlets is that third party endorsement. However, if you are after a direct customer response (purchase wine, visit a destination), there are other tactics that should be considered. Direct response campaigns that utilize social media targeting tools, advertising, direct mail/email and partnerships are better employed here, offering more precise tracking and typically quicker results. Trying to drive traffic to a tasting room simply through editorial coverage is like using a feather to hammer in a nail.
Benson offers PR and other digital, social media and trade promotions services. Learn more about our areas of expertise and read about our integrated approach here. If you would like to talk more about PR and how its role in the marketing mix can work for you, contact Jeremy Benson to schedule a credentials review.