PR 101: How to Promote Your Brand with These 4 Proven Strategies

Erika Ayres | August 21, 2023 at 10:00 AM

What is Public Relations?

As you dive into the world of public relations, your mind might conjure up images of the glitzy portrayals on TV, from Samantha Jones in "Sex and the City" to Olivia Pope in "Scandal." Having spent the last decade in the PR industry myself, I can assure you that the reality is quite different from what those shows depict.

While I've had the opportunity to work on PR campaigns for high-profile actors, attend exciting red carpet events, and mingle with TikTok royalty, the overwhelming majority of my days have been devoted to the behind-the-scenes tasks – writing, pitching, scheduling, researching, and so much more. And you know what? I’ve loved every minute of it!

I’ve seen first hand how powerful public relations is for promoting a brand and establishing a positive reputation. While PR can be an effective tactic for sales, it is often considered more beneficial for building brand awareness. In this blog, Hollywood Branded shares four effective, tried-and-true strategies to help promote your brand, reach a wider audience, and build a strong brand awareness.

PR 101

1. Earned Media Coverage

Earned media coverage is when your brand's story is featured in news articles, interviews, or other media outlets without payment. This form of earned publicity enhances your brand's credibility by originating from third-party sources, making it less overt than an advertisement. To leverage earned media coverage you should:

Develop Newsworthy Stories: Identify unique angles and compelling narratives about your brand, products, or achievements. Think like a journalist and how your brand's story can be of interest to readers.
Build Media Relationships: Cultivate relationships with journalists and editors in your industry. Share relevant information, press releases, and expert insights regularly. You can provide value to the media by being a reliable source of information.
Leverage Press Releases: Issue press releases to announce new products, services, partnerships, or company milestones. Ensure your press releases are well-written, concise, and include captivating headlines. The more skillfully it is written, the higher the likelihood it is to get coverage. Journalists are busy people!
Engage in Media Pitches: Tailor each pitch meticulously to match the beat, interests, and audience of your target media outlets. Pro tip: Ensuring you pitch the correct editor is paramount. For instance, if you're unveiling a new beauty product, do not reach out to an entertainment editor - it's all about finding the perfect match. If you're struggling to unearth press contacts organically, companies can subscribe to PR software and media database platforms such as Cision.

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2. Events: Creating Memorable Brand Experiences

Events provide an excellent opportunity to create memorable experiences for your target audience, media, and stakeholders. Here's how to use events to promote your brand:

Organize Product Launches: Host events to launch new products or services. Offer hands-on experiences, demonstrations, and exclusive access to generate excitement and media coverage.
Sponsor or Participate in Industry Events: Identify relevant industry events and consider sponsorship or active participation. Speak at conferences, panel discussions, or workshops to position your brand as a thought leader.
Host Media Events: Invite journalists and influencers to exclusive media events. Give them a firsthand experience of your brand, products, or services, and encourage them to share their experiences with their audiences.
Leverage Virtual Events: In the digital era, virtual events can be just as impactful. Host webinars, online workshops, or virtual product launches to engage a global audience.

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3. Influencer Marketing: Partnering with Key Influencers

Influencer marketing involves collaborating with individuals who have a significant following and influence in your industry. They can help amplify your brand message and reach new audiences. Here's how to incorporate influencer marketing into your PR strategy:

Identify Relevant Influencers: Research and identify influencers whose values align with your brand. Look for those who have a genuine interest in your brand and a substantial and engaged following. A high follower count does not always equal a high engagement rate, so make sure to do thorough research. Brands can use software systems such as Klear to discover, analyze, and manage influencer campaigns for maximum results.
Build Authentic Relationships: Cultivate authentic relationships with influencers. Engage with them on social media, comment on their posts, share their content, and DM them showing your appreciation.
Collaborate on Content: Partner with influencers to create engaging content that showcases your brand. This could include product reviews, sponsored posts, or co-created content that provides value to their audience.
Track and Measure Results: Use analytics and tracking tools, such as Klear, to measure the impact of your influencer marketing campaigns. Assess the reach, engagement, and conversion rates to refine your future influencer collaborations.

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4. Content Marketing: Creating Valuable and Shareable Content

Content marketing is an essential aspect of PR as it allows you to communicate directly with your target audience. To effectively use content marketing for brand promotion:

Develop a Content Strategy: Plan your content around your brand's key messages and objectives. Create a mix of formats, including blog posts, videos, infographics, and eBooks.
Showcase Thought Leadership: Share valuable insights and expertise through thought leadership articles and whitepapers. Position your brand as an authority in your industry.
Engage with Your Audience: Encourage interaction with your content. Respond to comments, questions, and feedback promptly to build a loyal and engaged community.
Collaborate with Media Outlets: Offer your content to media outlets and industry publications as guest articles or op-eds. This can increase your brand's visibility and reach.

PR offers numerous opportunities to promote your brand effectively. By harnessing the power of earned media coverage, leveraging influencer marketing, and implementing a robust content marketing strategy, you can build a strong brand presence, reach your target audience, and establish your brand as a trusted authority in your industry.

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Eager To Learn More?

Public relations is important for all industries to have their name out there. Want to learn more about how to use PR to your advantage? Check out these 5 additional Hollywood Branded blogs below:

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