From Rolls-Royce and Tesla to Fresh Market and Krispy Kreme, many of the best brands have proven they don't need advertising. Consumers buy from these corporations because of the experiences they offer and because of the quality of their products. Less successful companies think they need advertising to get customers, but the best brands use their products, reputations and stories to attract customers. That's called public relations.
- Consumers aren’t turning on a TV or going online simply to see who’s advertising.
People train themselves to ignore advertising and to move away from the clutter. The invention of the DVR enables consumers to skip ads on TV. Advertising tends to be background noise that no one pays much attention to.
- Experience and quality matters.
Are you providing your customers with an experience they can’t find elsewhere? The quality of your product and your team will make you stand out from your competitors. Give your customers what they deserve. When your customers receive a premium, white-glove experience, they will tell others.
- PR builds trust and educates.
Bring your brand into the spotlight and out of the advertising clutter by having your company and its spokesperson featured and quoted in newspapers, magazines, blogs, TV shows, radio shows, industry newsletters and websites. This will position your company as a thought-leader in your industry.
- PR creates relationships.
Not only does PR build trust and inform, it also builds relationships. PR builds relationships with journalists, who will turn to you as an expert source for their stories on your industry. PR also builds relationships with consumers by creating an image or identity they can relate to.
- Ads don’t go viral.
When you publish a news story online and in print, other outlets will pick it up, summarizing, reprinting or linking to your initial story. In today’s social media-driven world, a news story can gain considerable interest with the simple click of a button. Not many advertising campaigns enjoy that type of engagement.
- It’s expensive.
The return on investment from public relations leaves advertising's ROI in the dust. PR creates a more credible message for considerably less cost than advertising.
Studies show that people are far more likely to believe a news story than an advertisement. To join the ranks of some of the best brands, do you research and find a PR firm that fits your needs and aligns with your brand. Remember that PR takes time and doesn’t happen overnight, so consider having a PR firm on retainer for PR campaigns. To learn more about how to optimize your media coverage, download Axia Public Relations’ free guide to maximizing your PR investment today.
Marjorie Comer is an award-winning PR professional at Axia Public Relations. She graduated from Rockhurst University with a Bachelor of Arts in communication. Marjorie has worked for Axia Public Relations since October 2011. She cheers for her hometown Kansas City Royals. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer. Read Marjorie's recent blog posts below.
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