What Goes into Launching a Brand Successfully using Public Relations
Updated: Apr 12
Gone are the days when you need a considerable marketing budget to launch a brand. The advent of social media has made the process more accessible and efficient, with greater outreach to your intended audience.
Here are a few tips for startups to structure your brand launch strategy:
1. Set up a Brand Launch Plan:
The optimal brand launch plan should result in a good reputation via Public Relations and good visibility via Marketing.
It is essential to have the right mix of creating awareness and authenticity for your brand using PR strategies. Digital Marketing tools like Pay Per Click (PPC), Google Ads, Social Media, Search Engine Optimization (SEO), etc., are used to place your brand at the top of the search list.
How PR works and how these plans would be executed - A well-designed PR campaign having a compelling story about the company, its founder, and an innovative product is the first step to reaching out to the media. The best timing is to start your PR campaign 6 to 8 weeks prior to the product launch. This gives enough time to make allies and stimulate hype in social circles.
2. Make Allies
Making allies and strengthening media relations in the PR landscape is not a mere step in the process of launching a successful brand but an omnipresent effort that must be inculcated in every aspect of your business’s PR practices.
Planned efforts to make allies include sending out cold emails, building a follower base through newsletters, joining communities, and having a good social presence. A few other approaches we recommend that will lead to added credibility to your brand-launching efforts is to have conversations with industry-centric authorities and community bodies to deepen your understanding of the market your business deals in.
Further, allies also come in the form of the partners you choose. The PR Agency you choose is an investment and hence is a decision to be taken with precision.
3. Launch a Teaser Before the Movie:
Companies today understand that consumers would rather know than not know. Today, brands operate on the philosophy of minutia, where a small detail about the product is released in a timely fashion to build anticipation.
In 2020, OnePlus, in an attempt to crown itself the flagship killer once again, employed this strategy by dedicating a whole Instagram page to the OnePlus Nord. The device's specifications were then released on the page at a painstakingly slow pace to garner maximum attention.
Public Relations professionals can also use small-scale techniques to build anticipation and intrigue by sending PR packages, curtain-raiser goodies, and more to influencers and journalists. This not only builds interest but also gathers feedback on campaigns which helps us understand the temperament of the public.
As marketers, make sure that your strategy encompasses different PR aspects that prove ideal for your brand. For more PR-related insights, please feel free to contact us.