As we know there is a slight difference between what can be called marketing and what is classed as PR. However, this isn’t to say that they don’t overlap in anyway and therefore can’t influence each other. Marketing is commonly defined as how you promote and persuade people to buy your products whereas as PR is more to do with the image of your business as a whole. Good communication between these two areas of your company will only lead to a more efficient and fluid business and thus, though it is important to understand the different between the two, PR can be a very effective marketing tool in its own right.
Create a solid foundation
Today’s average consumer tends to have more of a moral compass when it comes to the companies they want to be associated with and so your PR campaign needs to reflect this. There is increasingly more focus on a need for products to be in line with these moral expectations and for a company to have these at the forefront of their ideologies.
For example; a motoring company needs to have a focus on reducing carbon emissions, a furniture company may need to show that they are keen to only use sustainable materials and similarly a confectionary company would want to outline the fact that their products are fair trade.
Tailoring your campaign to deal with these types of issues that are relevant to your industry is key to creating a responsible image for your company and is great way of ‘marketing’ this image.
If the image is right, everything else will follow
How often do you see these big companies with great public images bring out their new product and almost guarantee sales with very little advertising or marketing? This is because they have a proven track record of delivering quality to the consumer and so they have a dedicated ‘fan base’ just waiting for the release date.
Perhaps the most famous example of this is Apple. They have built up such a large following through consistently supplying quality products which are constantly reinforcing their iconic public image. This means that anything that carries the name Apple or their instantly recognisable logo will automatically be associated with quality and evoke a ‘must have’ response.
This can just as easily be replicated on a smaller scale. Getting people to relate to your public image from the start will result in them having to be persuaded to buy your products less and less with every new release. To the point where having a great image is effectively the only marketing tool that you need.