When coupled, public relations (PR) and advertising are two potent instruments that can greatly increase a brand’s exposure, authority, and total impact. Here’s a closer look at how PR may work in tandem with advertising to produce very remarkable outcomes.
Targeted PR strategy allows brands to build trust, engage key media figures, and amplify their message across multiple channels.
This article explores how leveraging PR in conjunction with advertising can create powerful outcomes, from targeted campaigns to strategic partnerships, ensuring your brand not only reaches a wider audience but also leaves a lasting impact.
Also Read: How to Get a Press Release Published | Best Pr Sites
1. Targeted Advertising for Journalists
One of the most effective ways to boost your brand’s credibility is by advertising directly to journalists. Instead of targeting all potential customers, you can focus on those who control the media narrative.
For example, by using LinkedIn’s campaign manager, you can create an ad campaign specifically targeting people with the job title of “journalist.”
This approach ensures that your brand is top of mind among those who can provide valuable media coverage, making it easier to solicit their attention later.
2. Amplifying PR with Strategic Advertising
Another method to enhance your PR efforts is by advertising to your prospective customers through reputable third-party channels. For instance, Oreo’s collaboration with The Wall Street Journal not only showcased their product but also leveraged the credibility of the publication.
This approach lends more authenticity to the message since it comes from a trusted third party rather than directly from the brand.
3. Using White Listing in Advertising
Whitelisting is a powerful tool that allows brands to run ads using an influencer’s account. This method provides a similar benefit as partnering with a reputable publication.
By advertising through influencers whom your target audience trusts, you can gain the perceived honesty and authenticity that come with using a familiar and respected handle. Additionally, you maintain control over the ads and can access valuable analytics through the influencer’s account.
4. Hiring Specialized PR Experts
As your PR efforts scale, you may need to consider bringing in additional help. Hiring someone who specializes in your industry can be a smart move, as they likely have existing relationships with key media outlets.
This is particularly valuable in niche industries, where specific contacts can lead to more impactful media coverage. However, if you’re looking to do something bold and different, you might opt for a generalist or a PR agency with a broader approach.
5. Leveraging Larger Partners for Greater Reach
To maximize the impact of your PR efforts, consider forming partnerships with larger, more recognized brands. For example, Rocket Lawyer’s partnership with the Golden State Warriors provides a newsworthy story that can be leveraged for multiple media placements. Similarly, partnering with big industry events, trends, or even sports teams can help elevate your brand’s recognition.
6. Advanced Targeting with Lead Enforce
Tools like Lead Enforce allow you to target the followers of influencers or specific publications directly. This bypasses the traditional negotiation process with influencers and enables you to reach their audience directly through Facebook ads.
Additionally, you can target followers of prominent publications like TechCrunch or The New York Times, ensuring your ads reach a relevant and engaged audience.
As your PR campaigns scale, automation becomes essential. Tools like Lemlist can automate cold email outreach, increasing open rates and delivery success.
This is particularly effective when reaching out to journalists or prospective customers. Lemlist also acquired Taplio, a tool that automates LinkedIn management, helping you stay top of mind with journalists and other key contacts.
8. Estimating Reach and Evaluating Influencers
To make informed decisions on where to invest your time and resources, it’s important to estimate the reach of your efforts. Tools, like Listen Notes, provide a listen score and global rank for podcasts, while SparkToro offers audience size estimates. However, be cautious of influencers with artificially inflated followings, and consider using third-party checks to verify their true influence.
9. Gaining Backlinks for SEO through PR
One of the significant benefits of PR is the backlinks it generates, which can enhance your SEO efforts. Ensure that your articles or guest blogs include links back to your website.
These backlinks not only improve your search engine ranking but also provide long-term value by keeping your brand visible online.
Once your story is published or you appear on TV, the immediate brand awareness and sales boost can be significant. However, to sustain this momentum, it’s crucial to keep sharing and retelling your story.
your initial media placements as leverage to secure additional coverage, and incorporate social proof into your website and sales materials to reinforce your brand’s credibility.
As you expand your PR efforts, investing in quality equipment for interviews and media appearances becomes important. A high-quality microphone, such as the Shure MV7, and a top-tier webcam, like the Logitech Brio, can make a significant difference in how your brand is perceived. Lighting is also crucial, with tools like the Logitech Glow Light enhancing your on-camera presence.
Conclusion
Strategic combination of public relations and advertising yields optimal results. Through strategic targeting of journalists, leveraging third-party credibility, streamlining outreach processes, and allocating resources appropriately, you can create a public relations strategy that not only enhances your brand’s visibility but also sets the stage for long-term success.
