PR is about earning space through strategic communication and relationship-building.
Its
strength lies in its third-party validation, which makes it more credible and trustworthy in the
eyes of the audience.
Here are the key areas and scenarios where PR is effectively used as part of the promotional mix:
1. Product Launches and Announcements
PR is crucial for generating buzz and credible media coverage for a new product or service.
· How it works: Instead of just buying an ad, you send press releases, host media events, offer
product samples to journalists and influencers, and secure reviews.
· Example: A tech company launching a new smartphone will send units to top tech reviewers
(like Marques Brownlee or publications like The Verge) to generate authentic, expert excitement
before the ads even start running.
2. Brand Building and Reputation Management
This is the core of PR: shaping and maintaining a positive public perception.
· How it works: This involves proactive storytelling about the company's mission, values,
innovation, and corporate social responsibility (CSR). It also involves defending the brand
during a crisis.
· Example: Patagonia's "Don't Buy This Jacket" campaign was a brilliant piece of PR that
reinforced its brand identity of sustainability and anti-consumerism, generating massive positive
media coverage and strengthening customer loyalty.
3. Crisis Management
When things go wrong, PR is the first line of defense to protect the brand's reputation.
· How it works: A PR team manages communications, prepares official statements, trains
spokespeople, and works to control the narrative in the media to rebuild trust.
· Example: When a company faces a data breach, a well-handled PR response (transparent
communication, taking responsibility, outlining the fix) is far more effective than any ad could
ever be in that situation.
4. Content Marketing and Thought Leadership
PR is used to position key executives or the company itself as an expert in its field.
· How it works: Securing bylined articles in industry publications, arranging speaking
engagements at conferences, and getting key people interviewed on podcasts or news segments
as experts.
· Example: A cybersecurity firm's CEO writes an op-ed for Wired on the future of AI threats, or
the CFO is quoted in the Wall Street Journal about market trends. This builds credibility for the
entire company.
5. Community Relations and Events
Promoting involvement in local communities or industry events builds goodwill and local brand
awareness.
· How it works: Sponsoring local events, charity fundraisers, or sports teams. Managing PR for a
company's presence at a major trade show to ensure it gets media attention.
· Example: A local brewery sponsoring a city marathon and getting featured in the local news for
its support. This promotes the brand to a highly engaged local audience.
6. Internal Communications
Promoting the brand inside the company is vital for morale and for turning employees into brand
ambassadors.
· How it works: Managing internal newsletters, announcements, and events to ensure employees
are informed, engaged, and proud of where they work.
· Example: A successful internal PR campaign around a new company initiative can ensure
employees understand and champion it, which then reflects positively in their interactions with
customers.
7. Leveraging Social Media
Modern PR is deeply integrated with social media management for real-time engagement and
viral potential.
· How it works: Handling customer interactions on social platforms, managing a viral crisis, or
creating a campaign designed to be shared organically.
· Example: Wendy's witty and roasting Twitter persona is a form of PR—it generates massive
free media coverage and endears the brand to a younger audience without traditional advertising.
8. Influencer Relations
This is the modern evolution of media relations, applying PR principles to individuals with large
followings instead of traditional news outlets.
· How it works: Identifying and building relationships with relevant influencers, sending them
products, and collaborating on content that feels authentic to their audience.
· Example: A beauty brand partnering with a diverse set of makeup artists on TikTok to create
tutorials using their products.
How PR Complements Other Elements of the Promotional Mix:
Promotional Tool How PR Complements It
Advertising PR generates the buzz and credible reviews that make the advertising claims more
believable. An ad saying "Award-Winning" is empty without the PR that actually secured the
award and the media coverage.
Sales Promotion PR can be used to announce and create excitement around a major sale or
discount, giving it a wider reach than just a paid ad.
Direct Marketing Positive PR coverage makes a target audience more likely to open a piece of
direct mail or respond to an email offer because they already recognize and trust the brand.
Personal Selling Salespeople use positive clippings (articles, reviews) as social proof to build
credibility and overcome objections with potential clients.
In summary, PR is used everywhere you need to build trust, manage reputation, tell a story, or
generate credible third-party endorsement. It's the strategic foundation that makes the tactical,
paid elements of the promotional mix (like advertising) much more effective.
