By Ashley Friedman

Think "PR" is only for big corporations or scandal-ridden celebrities? Think again. Whether you're a startup, a non-profit, or an established business, strategic PR can be the game-changer you've been missing. It's time to debunk the myths and discover how PR can elevate your brand to new heights. In this article, we'll explore the strategic solutions PR can offer for sustained growth.

Debunking the Myth of PR

Before we get started, let’s set the record straight and debunk some common misconceptions about PR:

• Myth #1: PR is Only for Big Events or Crises. Reality: Strategic PR is about consistent relationship-building and proactive storytelling, not just putting out fires.
• Myth #2: PR Opportunities Will Magically Appear. Reality: Effective PR requires deliberate outreach, targeted pitching, and a well-crafted narrative.
• Myth #3: PR is a One-Size-Fits-All Solution. Reality: PR strategies must be tailored to your specific brand, goals, and target audience.

Understanding Strategic PR Solutions 

Strategic PR is not a one-size-fits-all approach. It encompasses a variety of solutions, each designed to address specific goals and challenges. Let's dive into some key areas where strategic PR can make a significant impact on your brand.

Positioning & Strategy: The Foundation for PR Success

At the heart of strategic PR lies positioning and strategy. The positioning process will lay the foundation for every PR activity and message your organization puts out into the world, and it’s the most important first step to building your communications strategy. 

Positioning involves crafting a compelling brand narrative that resonates with the target audiences, aligns with business goals, and highlights the differentiators that set the business apart from its competitors. If your narrative is not strong enough or does not resonate with audiences, this can ultimately impact the effectiveness of the strategy, regardless of how skilled your PR team is or how great your offering is. 

Once your positioning is aligned, it’s time to build a communications and PR strategy that parcels out your messaging tied to a myriad of different moments in time, fits within your industry’s news cycle, and leverages several tactics—from thought leadership to media relations to internal comms—to generate awareness and results. 

Media Relations: Building Bridges to Success

Effective media relations are essential for gaining visibility and credibility in today's news cycle and competitor landscape. At The Brand Leader, to effectively engage with media, we employ a comprehensive and authentic media relations strategy that revolves around understanding the news landscape and establishing meaningful communication with journalists, editors, producers, on-air experts, and influencers across several industries and platforms. Through targeted pitches and leveraging the right assets for each target, we help brands tell their story in the publications that matter to them, as well as position them as industry leaders.

It’s important to know that seeing results from media relations can be a long process. Due to the evolving media landscape, breaking news, and other major news coming out from companies and the world, journalists are seeking stories to tell that truly impact and benefit theiraudience. This is why positioning and strategy are so aligned to the success you have with leveraging media relations - your messaging should be shared with the right outlets and audiences at the right time. 

For example, if you are a B2B tech company with a goal to get on the TODAY Show to grow sales - this is not only unlikely to happen, it’s not the right audience for your story, and we’d work with you to right-size your goals and targets to better align with your needs. 

Media Training: Equipping Your Team for Success

In an era of constant scrutiny, media training is non-negotiable for anyone representing a brand. From CEOs preparing for high-profile interviews to frontline staff interacting with the press, we empower teams to communicate confidently and effectively.

We believe that media training should cover message development, interview techniques, and crisis management strategies to ensure spokespersons are prepared for any scenario. In just one half or full-day intensive training session, we focus on the building blocks of delivering your messaging to a variety of audiences, and we continue to focus on prepping spokespeople for each and every interview thereafter. Whether it’s for a casual podcast or a live broadcast segment, you can never be too prepared for an opportunity. Trust us, you and your business will thank you for investing in training. 

Internal Communication: Bridging the Gap Between Inside and Out

The connection between internal PR and external reputation is often underestimated. However, in the age of social media and having access to a massive number of communication platforms, it’s crucial to prioritize sharing your messaging and goals with your employees now more than ever. Engaged and informed employees serve as brand ambassadors, and can reinforce external messaging and enhance brand perception. 

While that can be scary for some brands and often lead to hasty decisions, The Brand Leader works with companies to develop extensive guides for their employee communications. To ensure employees are aligned with the brand’s mission and values, we have worked to develop newsletters that provide a breakdown on what is happening at the company that’s approved to share on communication platforms, example messaging and guidelines they can use for their social media, and many more strategies that have helped drive collective success. 

Crisis Communications: Responding Swiftly and Transparently 

In times of crisis, proactive planning is paramount. Our agency helps brands anticipate and navigate potential crises through scenario development, messaging templates, and spokesperson training. 

We are also your always-on team that has eyes and ears to the ground when it comes to monitoring the situation at hand. Whether there’s a media request for commentary or a new comment posted by a social media user on a news story, we have a POV on what to do next - and most importantly, what not to do - to preserve trust and mitigate reputational damage.

Trade Show & Conference Management: Making Every Moment Count

Industry trade shows and conferences can offer invaluable opportunities for networking, lead generation, and executive visibility. Our team has strategized unique PR approaches for brands and leaders attending or speaking at the likes of Fortune Brainstorm Tech, WSJ Global Food Forum, Fast Company Innovation Festival, Expo West, Vinexpo, Outside Festival, SXSW and more. 

Our approach to trade show management goes beyond booth design to encompass building pre-show buzz, executing media outreach, planning activations and engagements and post-show follow-up. We know time is valuable for all involved, and we make every interaction count - whether it’s an interview, panel opportunity or trial or tasting of a product - and work with brands to make the most of their presence.

DIY PR vs. Partnering with an Agency: Making the Choice to Invest

Before hiring an agency or an in-house lead, businesses must first assess what they are willing to invest in PR efforts, because it is truly a function that deserves attention, time and expertise, and support from leadership and other internal teams to be successful. 

While some businesses may opt for in-house PR efforts, partnering with an agency offers distinct advantages. Specialized expertise, existing media contacts, and dedicated resources enhance the effectiveness of PR initiatives and drive tangible results. It’s also helpful for your PR team to have a wide array of experience for knowledge-sharing insights from a bigger perspective than your own team, focused on your own perspective, can provide. 

Your Brand's Next Chapter Starts with Strategic PR. Let's Talk.

In conclusion, public relations offers a myriad of solutions to support growth, build credibility and maintain reputation. By aligning PR efforts with business goals and investing in the right strategies, brands can unlock their full potential and reap the benefits of awareness.

Are you interested in learning more? Contact Kelly@thebrandleader.com for a consultation to discuss your goals and how The Brand Leader can support.