Have you ever been reading an article and thought to yourself, “This is a really unique story,” or “I didn’t know that about this business,” or even “Wow, that looks exciting”? These are purposefully elicited reactions curated by PR professionals. You may have heard PR or public relations thrown around, especially when it comes to media, but what really is it and how does it impact business?
Public Relations is the strategic process of managing and shaping the public perception of a business or brand. Unlike advertising, which involves paid promotions, PR focuses on earning media coverage, building credibility, and fostering relationships with customers, stakeholders, and the community. Effective PR can help businesses gain visibility, enhance reputation, and ultimately drive sales.
Three Effective PR Strategies with Real Examples
A well-executed PR strategy goes beyond issuing press releases. It is about crafting compelling stories, engaging with media outlets, and leveraging opportunities to showcase your business in a positive light. Figuring out a way to reimagine a brand’s story and tell it effectively is the essence of PR.
If you’re in a niche market, positioning your CEO or owner as a thought leader or subject matter expert can increase the chances of securing an interview. This helps not only inform your audience but also positions you as trustworthy and knowledgeable. A great example of this is the PR work we’ve done with Derive Health, securing Dr. Leake interviews with CLT Today and QC Life to talk about “Pay Attention to Your Mental Health Hygiene” and “Turning Blue Monday into a Fresh Start.”
Another effective PR strategy is to highlight the mission or purpose behind a business and prioritize the highly curated benefits its product or service offers. This approach is more likely to secure media coverage because it presents a story that is both interesting and unique. A great example of this is how we pitched our client, Players Athletic Club, to Charlotte media outlets by emphasizing that there wasn’t an elite indoor training facility like this anywhere in the city. We focused on how they’re working to make travel ball more accessible for Charlotte families, which resonated with local audiences and helped generate significant press coverage. Charlotte Today said PAC “takes training to a new level, with their indoor facilities” and Axios Charlotte took time to feature the “batting cages near Uptown”.
One last PR strategy that is highly effective is promoting stories around special events, themes or holidays. This is a great way to boost excitement for businesses and easily align with the seasonal cheer. For example, we worked with Funny Bus to secure media coverage for their Halloween Beetlejuice tours and Christmas Grinch-themed tours. These seasonal themes created buzz and led to features on outlets like Positively Charlotte and QC Life.
Common PR Mistakes to Avoid
While PR can be a game-changer for businesses, certain missteps can reduce its effectiveness. One common mistake is a lack of a clear message. Businesses must have a well-defined brand voice and key messaging before engaging with media. Ignoring local media is another issue. National coverage is great, but local press can be even more impactful for small businesses.
The Benefits of Working With a PR Firm
Hiring a PR firm like Social Ape Marketing can make all the difference in executing a successful campaign. We have established media relationships with journalists, bloggers, and influencers who can help tell your story. Managing PR in-house can be time-consuming, so outsourcing allows you to focus on running your business. PR professionals also bring crisis management expertise, effectively handling negative press and protecting your reputation. A skilled PR team tracks coverage, audience reach, and sales impact to refine strategies over time, ensuring measurable results.
A strong PR strategy can significantly boost sales and brand awareness by shaping how your business is perceived in the public eye. Whether it is securing media coverage, engaging with the community, or positioning your company as an industry leader, PR plays a vital role in long-term success. Ready to elevate your brand with strategic PR? Contact us today!
