The PR and media landscape is always changing, and as a business owner, it can be tough to navigate on your own. In fact, one of the most common questions we receive as a public relations agency is, “What exactly is PR?” So today, we’re talking about all things public relations: what it is, why it’s important and how it can benefit your brand.
What is PR?
Public relations (PR) is about building brand awareness. It’s how you present your brand to the world – whether you share your story through media coverage, pitch a press release about your newest collab, partner with influencers to promote your products or host a launch party in a major city. These PR moments create opportunities for new and potential customers to discover your brand.
There are many different forms of PR that your brand can explore:
- Media relations: Sharing your story through media pitching and building relationships with journalists. A public relations agency will identify relevant news angles and pitch your brand for earned media opportunities (like feature articles, reviews, interviews, product mentions and listicles/roundups).
- Influencer partnerships: Sourcing diverse influencers, creators and tastemakers to advocate for your brand. The goal of influencer marketing is to amplify brand awareness and reach new customers on social media.
- Brand collaborations: Partnering with brands to boost your reach among a different audience. This can include social media giveaways, co-branded events, product collaborations and other customized partnership opportunities.
- Thought leadership: Establishing credibility by speaking at panels and conferences, applying for industry awards, sharing your expertise with the media and other opportunities that position you as an expert in your field.
- Brand events & activations: Introducing your brand to a wider audience through branded experiences. This can include press previews, grand openings, pop-up shops, launch parties, brand activations and more.
Why do brands need public relations?
Let’s look at the customer journey. Customers go through different stages before making a purchase, and public relations plays an important role in this. PR efforts like feature articles, influencer campaigns and podcast interviews can plant the seeds of brand awareness in potential customers’ minds.
Public relations can also engage potential customers who may have heard of your brand but haven’t made a purchase yet. For example, a beauty fanatic might have seen your skincare brand featured in Allure and followed you on Instagram. They’re currently in the Interest phase of their journey. Additional PR moments, like influencer partnerships, can keep them moving forward in their customer journey.
PR can also act as a re-engagement tool for past customers. For example, a customer might’ve bought pieces from your fashion brand last summer, but they haven’t repurchased yet. When that customer sees a TikTok creator talk about your latest drop or hears you share your story on their favorite podcast, it can inspire them to shop on your site again. The result: repeat purchases and more brand loyalty over time.
How do brands leverage PR?
While PR is essential, it should be part of a broader marketing strategy. Media coverage helps establish credibility, but digital marketing and advertising are what will turn that brand awareness into sales. Sharing your press features on social media, creating social ads that link to featured products and retargeting visitors to your website are great ways to maximize your PR investment. We have tons of other ideas on how to repurpose your earned media placements!
Our final thoughts
The goal of public relations is to use creative storytelling to grow your brand reach. When it’s integrated into your marketing strategy, PR can help your brand build engagement and customer loyalty. It’s a win-win! As a PR agency, we’ve seen firsthand how impactful media coverage can be for both emerging and established brands. If you want to explore PR services for your business, book a free consultation with Rani Public Relations today!
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.
