Communication is the key to success in business. When businesses communicate with the target audience to build a positive image of their brand, it is known as consumer PR.
Like any other PR strategy, the first step of consumer PR is to identify goals. Research should also be done on the target audience.
After that messages should be created that are tailored to the target audience. The tools that have been most effective in consumer PR have been given below.
Engaging the Target Audience
Audiences may be active or passive. Appealing to each type will require adopting different types of strategies. An active audience is keen to hear what is being said about the business and they are predisposed to the message being sent across.
The passive audience is not looking for anything and may not be necessarily ripe for the crafted message. The passive audience is tougher to reach.
With a passive audience, the approach should be personal and human. Before developing a plan, a deep dive is necessary. There is never a one size fits all message.
Customized messaging is necessary for the success of a consumer PR campaign.
Target the Press and Influencers
The message targeted at the audience should get the coverage it deserves. There should be a go-to mailing list of media and influencers. It is a list of key names that can give a business the boost it needs.
The bigger the list, the greater are the options.
The list can be divided into three broad categories, national, local, and specialty. For the list to work, it is important to find out which reporters and influencers take interest in what subjects, as many tend to specialize.
The target audience should engage with the influencers on the list. For instance, if a company is launching a healthy snack, it should get in touch with food influencers who post photos of nutritious snacks on their social media platforms.
A press release can be used to distribute news and gain news coverage. A press release is an effective tool. The news should appeal personally to the target audience.
‘Personally’ does not mean that the news should be overly familiar, it should have an undertone of humanity.
Make most of Seasonal Opportunities
Seasonal opportunities can also be leveraged to create awareness through news and influencer reviews. The audience cannot be expected to be interested in a story all the time.
The underlying emotional component associated with seasonal opportunities can give a PR story sharpness. For instances, a contest that has surf lessons as prizes can be used during summer. Seasonal opportunities depend on sales cycles but are effective tools to create brand awareness.
Influencer partnerships or influencer collaborations take place when businesses give influencers some incentives to produce content for them.
This could lead to recommendations, product reviews, or brand mentions. It is important to select the right influencer and to focus on quality and not on quantity.