When companies seek PR services and digital marketing support, the objective is multilayered, and the solution requires an intricate strategy with expert execution. That said, the goal is nearly always the same – get the right story in front of the right people. As a full-service agency delivering 360-degree PR and marketing services, we at Relevance International understand that every brand needs to be seen and heard. Not by just anyone, but the people who matter most to each brand.
Determining how and where your message resonates takes expertise rooted in storytelling, but real-time feedback is making for next-level campaigns. Today’s marketing tools can lend real-time insight into the minds and clicks of your target audience like never before. At Relevance, we do whatever it takes to tell the right story at the right time, which means ensuring that no matter how your brand is planning to present itself to the world, your messaging is working in tandem with every interaction point between your company and the public.
Public relations and marketing have always worked hand in hand. Here are some of the ways we believe integrated strategies can make the most impact in any industry.
- Social Media Mastery: It may seem like common sense, but social media campaigns are most effective when timed to coincide with the biggest brand announcements. This means consistent messaging in stories running in the press, website content, and public announcements need to be reflected on social channels appropriately. Depending on the message, adopt an aesthetic that matches the energy of the most recent news and reflects popular aesthetics within your target audience (without straying from brand appearance guidelines, of course). Employ copy crafted to inspire personal connections with your audience, tailored to the etiquette of each social platform.
- Paid and Presence: The days of going viral without a bit of paid boost are close to over. Getting likes, clicks and comments are partially a numbers game. While organic growth on social media is still valuable, taking the paid route doesn’t mean cheating or that you’re cheapening the brand. It means you’re playing the game. As of 2021, 91.9% of U.S. companies with more than 100 employees use social media as a marketing tool. It’s a crowded playing field. Standing out takes content finesse and a bit of a budget to up the interactions beyond organic growth.
- Person to Person and Programmatic: Nothing will ever fully replace the power of creative minds putting their talent towards a common goal. Ad campaigns crafted for a particular publication or partner are powerful tools because brands can work together to intimately understand the audience and create an interaction that resonates deeply. That said, programmatic advertising has changed the game for reach, speed, and real-time reactions. Running programmatic advertising allows constant insight into what is working for which audience. When those key learnings are utilized appropriately, brands can create huge momentum in embracing and growing the campaigns working best.
- Traditional Today: Traditional advertising and PR have a new definition. The internet is decades old. Instagram is celebrating its 11th anniversary. As of 2018, more Americans consumed news via social media than traditional print and online press (though it’s still pretty close). The world of media depends on interaction which means brands need to be where the people are. The more platform presence for a story, the bigger the audience – it really is that simple. One thing that hasn’t changed however is the process of working with press on earned coverage – you can’t buy interest. The story has to merit attention for its newsworthiness and intrigue for the audience. Crafting those pitches and story ideas takes empathy and skill from your publicist. That said, utilizing every avenue to boost the earned stories that speak best to your brand can only help. Share earned press on social, give shout outs to journalists to help boost their audience. Everyone is vying for attention so control what you can and create better visibility in the process.
- Internal and External: Whether looking at marketing or public relations or an integrated strategy, outsourcing support might feel daunting, but great campaigns take mastery and manpower. The best external support functions as an extension of your internal marketing and communications team. Where our publicists and branding experts craft brand language, the applications of that messaging has a ripple effect that builds stronger brand presence in press, social media, marketing, and online overall. Decades of placing ourselves in others’ shoes means we are experts in empathy. Your wins are our wins and utilizing every avenue to champion success is a recipe for brand longevity.
