Public Relations Explained: When is the Right Time for PR?
In this day and age, it seems like a new must-have product is created almost daily. You see your favorite brands continually becoming sleeker and more updated. The reality is: if your brand just launched or has been around for decades, it can always benefit from public relations. Depending on the stage of your business, PR campaigns, budgets, and resources should also be catered accordingly.
When releasing a new product or introducing a new brand to the business world, it can be difficult to get all your ducks in a row. Sometimes, you realize you have ducks you didn’t even know about, much less how to organize them. This initial launching period is a great place for a PR practitioner to step in and help you get a handle on things. At this stage, a few of the things that PR can help with include:
- Brand Identity Development
- Pitch Writing and Media Partnerships
- Media Kit Creation
- Social Media Content Brainstorming and Planning
It is fair to say that consumers are loyal to a brand they trust. However, is it just as important to note that as times change, consumers will expect the brand to keep up. An example of this can be found in the rebranding of fast food chains. In the age of coffee shop meetings and $5 lattes, many classic drive-thrus are attempting a similar vibe. Many beloved fast-food restaurants are being rebuilt to seem more sophisticated, modern, relaxing, and overall “nicer.” Another example can be found in the credit card company MasterCard’s rebranding of their logo. The established brand updated their logo to become one that is sleeker and simplified. A PR practitioner guiding a brand through this rebranding process, would take similar steps as if the brand had just entered the market. It would be important to:
- Conduct Background Research
- Have a Rebranding Campaign Strategy
- Establish a Clear Brand Identity
- Update the Media Kit
- Alert the Media about the Changes
With every new product brought into the market, and every established brand trying to keep up, businesses are constantly on each others heels. Every brand desires to be contemporary and beloved by loyal consumers. The way to inspire that sense of “newness” while still establishing brand loyalty is through public relations. Anytime is a good time for PR.