Spending Smart: How PR Influences Consumer Choices

Public relations is an art. An art that subtly influences consumer behavior such as consumer spending and consumer choices. It doesn’t directly dictate choices but gently encourages consumers towards specific products or services. 

Crafting a trustworthy image

The holy grail of any successful consumer PR strategy is the formation of a positive and reliable brand image. This is pieced together through a clever mix of tactics. PR experts pull all the stops to bag positive media coverage in respected journals, online platforms, and social media. 

This can involve everything from press releases and media outreach to nurturing relationships with journalists and influencers. These positive media shout-outs work like independent stamps of approval, building faith in the brand. Teaming up with admired organizations, industry mavens or celebrities can paint a brand in a favorable light. 

These partnerships allow companies to piggyback on the positive reputation of their associates, creating an aura of trust and credibility around the brand. In today’s world, consumers are drawn to brands that show they care. 

PR campaigns that broadcast a brand’s involvement in charitable initiatives, eco-friendly efforts, or local sponsorships can stir up positive feelings and breed brand loyalty.

Shaping public image

PR is not just about getting space in the media. It actively shapes how the public views a brand. Creating clear, succinct, and consistent messages is key. All communications should effectively spotlight the brand’s strengths, unique selling points, and the value it brings to the table. 

This messaging should strike a chord with the target audience’s desires and ambitions. Positioning the brand as a leader in its field speaks volumes. This can be done by making the company’s presence felt in industry events and seminars. 

Within the organization, subject matter experts can be encouraged to share their knowledge and insights, establishing the brand as a go-to source of information. Even when things go south, a well-devised consumer PR strategy can save the day. 

Swift, straightforward responses to crises can mitigate damage to the brand’s reputation. Proactive communication that acknowledges the issue, explains the corrective actions, and shows empathy can help mend fences with consumers.

Sparking and creating desire

Stirring up excitement and interest around a brand is key in driving consumer choice. PR wizards employ several tactics to achieve this. Producing engaging content allows the brand to teach consumers about its offerings. 

Storytelling techniques can strike an emotional chord with consumers, fostering a connection with the brand. Holding interactive events or contests can generate buzz and excitement around the brand. This hands-on marketing approach allows consumers to directly interact with the product or service, creating a positive brand association. 

Collaborating with relevant social media influencers can be a game-changer. Influencers who align with the target audience can introduce the brand to their followers in a more natural and genuine way, potentially driving brand recognition and product trials.

Smart spending

While consumer PR plays a pivotal role in influencing consumer choices, it’s important to maintain ethical practices. Honesty and transparency in communication are the building blocks of trust with consumers. 

While paid advertising has its merits, PR puts its eggs in the basket of organic media coverage. This builds more trust and authenticity as consumers see independent sources as more believable.

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on Medium
Ronn Torossian on LinkedIn
Ronn Torossian Update
Ronn Torossian on Business Insider