{"id":1816,"date":"2011-11-18T22:42:34","date_gmt":"2011-11-18T22:42:34","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/utilizing-pr-marketing-for-consumer-friendly-strategy\/"},"modified":"2020-10-29T16:58:43","modified_gmt":"2020-10-29T16:58:43","slug":"utilizing-pr-marketing-for-consumer-friendly-strategy","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/utilizing-pr-marketing-for-consumer-friendly-strategy\/","title":{"rendered":"Utilizing PR & Marketing for Consumer-Friendly Strategy"},"content":{"rendered":"
\n

\"\"Let\u2019s say you\u2019re looking for a new toaster.\u00a0You want a toaster that fits your situation perfectly.\u00a0You start with the internet and soon you\u2019ve discovered every brand out there. A trip to the magazine kiosk yields several resources that fill in any missing information.\u00a0You\u2019ve now researched as many manufacturer claims as you can find.<\/p>\n

That\u2019s marketing<\/b>. You\u2019ve been operating in a carefully crafted environment that was created (hopefully) to entice you to a decision. Marketing creates environments that pave the way for a sale to occur.<\/p>\n

It\u2019s like a basketball game.\u00a0When a team gets the ball, they set up a play (environment) that creates an opportunity for a shot (sale). When a player shoots the ball, the sales process begins. Getting back to our toaster, we see how powerful marketing can be. However, it may not have led us to a decision yet. We know those messages and photos and videos were paid for, so there remains a bit of skepticism.<\/p>\n

But what if a friend has one of the toasters on your short list and talks in detail about its virtues?\u00a0And what if you\u2019re watching TV and see a feature on toasters? You\u2019d likely perk right up and watch with interest. And when they point out that a famous chef whom you know uses that same model in his\/her own home, well, shall we just say – decision made.<\/p>\n

That\u2019s PR<\/b> \u2013 messages that are perceived as being unsolicited. True experiences that include the polish and the dirt, so you really know what to expect. Actually, a PR strategy is remarkably similar to a social media<\/a> strategy, but we\u2019ll save that for a future post.<\/p>\n

In most companies, and as many experts will agree, PR and marketing often overlap. This requires collaboration between different departments, and in smaller businesses requires one department to incorporate both. So how do we manage a PR\/Marketing blend?<\/p>\n

    \n
  1. Understanding the Trade Off<\/b>
    \nThere\u2019s a trade off and overlap.\u00a0You control the marketing environment and keep it on-brand.\u00a0You can start a PR campaign with great stories, but you have little control over reader responses.\u00a0If people start a negative snowball rolling, it can bury you like an avalanche.\u00a0Truth is usually the best defense here.\u00a0If it\u2019s not true, do not say it or imply it in your PR stories.<\/li>\n
  2. Building a Solid Foundation<\/b>
    \nYou need a sound marketing base to support the stories being told (PR) about your offerings. A marketing strategy that outlines goals, strategies and tactics along with budget guidelines is best, but you may only need a branding strategy or even a good creative brief.\u00a0The point is to create a pre-designed environment that sets you apart in the mind of your prospects.<\/li>\n
  3. Creating Stories that Get Noticed<\/b>
    \nYou need compelling stories if a PR campaign is to succeed.\u00a0Listen to your friends\u2019 and family\u2019s stories about their favorite stuff.\u00a0Hire the greatest writer you can find.\u00a0Great PR is not just about media placements, it\u2019s about the story being told.\u00a0Great stories will be picked up by the media!<\/li>\n
  4. Keep Your Eyes Peeled<\/b>
    \nThe compelling stories being told about your offering must fall within the marketing environment you\u2019ve created. Look for what\u2019s being said about your offerings like a man on fire looks for a pond! Those stories can take on a life of their own and you need to be aware of them.<\/li>\n
  5. Budget Control<\/b>
    \nGenerally speaking, skew your budget towards PR once you have a solid marketing strategy in place (collateral, ads, website, etc.). But note, most everyone else is doing this as well, so your PR success will likely boil down to how compelling and interesting your stories are.<\/li>\n<\/ol>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Let\u2019s say you\u2019re looking for a new toaster.\u00a0You want a toaster that fits your situation perfectly.\u00a0You start with the internet and soon you\u2019ve discovered every brand out there. A trip to the magazine kiosk yields several resources that fill in any missing information.\u00a0You\u2019ve now researched as many manufacturer claims as you can find. That\u2019s marketing.…<\/p>\n","protected":false},"author":316,"featured_media":1817,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[154,757],"class_list":["post-1816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond","tag-email-marketing","tag-online-marketing"],"yoast_head":"\nUtilizing PR & Marketing for Consumer-Friendly Strategy - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Utilizing PR & Marketing for Consumer-Friendly Strategy - in\" \/>\n<meta property=\"og:description\" content=\"Let\u2019s say you\u2019re looking for a new toaster.\u00a0You want a toaster that fits your situation perfectly.\u00a0You start with the internet and soon you\u2019ve discovered every brand out there. 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