By Ashley Rudd, Director at MODA PR
I know there’s nothing like seeing your name or brand in print but I think some people forget there’s more to Public Relations (PR) than just “being in the paper” once in a while – it’s a strategic plan to ensure you are at the forefront of consumers’ minds, capturing their hearts and influencing their purchasing behaviour – PR is how you make people feel about you and your brand.
- PR should generate sales
Yes, PR is an effective way to build brand awareness, and industry credibility, communicate your story and create leads for your business or demand for products but it’s part of the bigger picture and top funnel – PR doesn’t directly equal sales.
- It’s only for celebrities
Completely untrue, PR is needed across all industries to grow your reputation and build credibility for your brand – something all businesses and their owners can benefit from. Being featured or quoted in authority online publications can boost SEO and website traffic, industry awards will set you apart from competitors and PR can support your other marketing in a way advertising can’t.
- Events are just people sipping champagne
Events are more than a glass of champagne with a step and repeat board. People buy from people and there’s nothing like creating IRL moments for people to experience your brand, it’s these moments that build relationships and create content to increase reach to ultimately generate social media and press coverage.
- I can just do it myself
Business owners often think that PR is simply sending a press release to hundreds of journalists and hoping something sticks and they can do it quickly to save money. PR includes crafting on-brand messages using exceptional copywriting skills, nurturing connections, acting strategically and keeping cool in a crisis – it’s an essential part of your marketing strategy and be left to the professionals, plus this will enable you to focus your energy on working ON building your business instead of IN your business.
CASE STUDY: BROW HQ
Brow HQ, a luxury skin and brow boutique salon based in Chester, was created by Microblading Artist and Trainer Leisa Roberts. During the first lockdown, Leisa pivoted her business strategy to launch her direct-to-consumer eyebrow products – The At-Home Brow Lamination Kit, and The Skinny Pencil & Brow Soap.
With the brand having no previous PR at all, within 6 months MODA PR had achieved a reach of 70 million both online and offline press thanks to product placement and Leisa’s expert commentary. This included publications such as British Vogue, Evening Standard and Daily Express to name a few. With the brand since the very beginning, MODA PR also managed and executed the opening of their blended brows & skin salon in Chester.