4 ways PR can augment your brand beyond media coverage

by | Nov 19, 2020 | Public Relations

Public relations is a crucial aspect of any business’s success or failure. In essence, PR is like marketing, but it is essentially the marketing of the business itself, rather than the products or services that the company has to offer consumers.

However, PR has a number of practical applications that can improve your business or help you recover from missteps that can otherwise tank your reputation. Here’s what you need to know about PR and how it can set your company up for success.


A spokesperson is a common PR tactic that is even more closely related to marketing. This is because spokespeople are often used in advertising and other marketing campaigns directly, and the purpose for this is much the same as another prevalent marketing technique, the mascot.

Essentially, a spokesperson is a proxy face for your company, and it helps to personify your business and make it more relatable. For example, advertising a health oriented product like a green superfoods powder supplement necessitates a spokesperson that addresses audiences with confidence in the product being offered, and that entails an air of physical fitness and health that speak to the health benefits of the product.

Spokespeople can be the founders of their companies, but they are also just as often professional pitch men and women who specialize in speaking on behalf of companies and products to which they have no other connection. The value of a spokesperson for your business is comparable to that of a mascot, as well, but the two have different use cases. For example, a mascot wouldn’t be as effective as a spokesperson when advertising a medical facility, for example, and it would also generally be considered to be in poor taste because of the inherently silly nature of mascots.

Sentiment analysis

Perhaps the most foundational aspect of PR is that of analyzing and tailoring the public’s perception of your company. This pertains to the quality of your products and services, as well as potential controversies. Conducting sentiment analysis is an important part of creating effective business strategies, because in order to appeal to consumers, you first need to understand how they feel about your existing presence, products, and practices.

Market research

Another way in which PR professionals help businesses develop their tactics is market research. The understanding of your company’s target market and demographics is essential for building the best possible business model from the ground up, but it’s also important for adjusting your strategies from moment to moment in order to optimize your profit margin.

Market research takes many forms, but by far the most common form of market research is surveys taken by the consumers within your target demographics. This kind of information can tell you what your audience wants to see from your businesses and others like it, and this is the foundation of effective innovation.

Damage control

PR firms are also responsible for direct, written statements via press releases. As the name implies, press releases are distributed to press outlets as a method of making announcements similar to, but ultimately different from, advertising. More notoriously, press releases are an important form of damage control in the event of a controversy. An official, public statement is often prioritized in the event of a controversy surrounding businesses, and PR firms will handle the heavy lifting of addressing the controversy in a meaningful, honest, and most importantly apologetic way that can help to smooth over the situation in order to save face and retain as much of the public goodwill as possible.

Owning and operating a business can be complicated and stressful, and knowing when and how to use trained professionals is essential. PR firms are able to work miracles in regard to how your company presents itself and, therefore, how the public responds to your business and brand. These tips will help you fortify your business with the help of the many tools a PR firm has to offer.

Kevin Gardner
Kevin Gardner graduated with a BS in Computer Science. He works as a business consultant for InnovateBTS, where he helps companies integrate technology to improve performance. He shares his knowledge and expertise not only with his clients but with his fellow bloggers and readers.


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