With public relations, your brand can effectively generate new connections with potential clientele, as well as strengthen the connection with your steadfast fan base. While much of content marketing falls under brand marketing, it is nonetheless just as important with your public relations efforts and campaign.

Tell A Compelling Story

The age old maxim, “Facts tell, stories sell” still holds true today. Content Marketing is the ability to tell compelling stories that consumers and the media that will eventually inspire some type of desired action.

A large percentage of people make decisions based on emotion while justifying them with reasoning. Compelling stories effectively connect with customers on an emotional level. It is key though that you build a premeditated narrative within your content marketing which will then provide a platform for both facts and stories that matter to your customers.

Before “content marketing” became an industry buzzword, it was commonly referred to as, “editorial based marketing”. PR professionals understand how news organizations work. Businesses are now heavily investing in content, from curation, production and editorial. Corporate journalism is experiencing a revival. The good news is that PR professionals are extremely competent at fulfilling those functions or supporting them to create compelling brand content. Content designed to engage also inspires action – whether it’s a social share, a purchase, a referral or an inquiry for more information.

The 3 Challenges To Transform In Public Relations

Perception

Branding and your overall message will be perceived. How this is perceived by your target audience is why market research and surveying is so crucial. Spending months on how your message will be perceived the way you desire it to be is better than launching your campaign to discover that it is boring or worse, rejected, scorned and even new material for comedians. You must engage in market research, as it can be the make-break point of all your efforts and finance.

Ethos

Ethos can simply mean the disposition, character, or fundamental values particular to a specific person, people, culture, or movement. Ethos refers to the spirit which motivates the ideas and customs. As T.S. Eliot wrote, “The general ethos of the people they have to govern determines the behavior of politicians.”

Your public relations and content marketing hopefully transforms your audience’s habits. In other words, you are desiring to move someone who is mildly interested in your brand to a consumer of your product and/or services. By paralleling their existing desires or even their unrealized aspirations in your brand’s story, your brand becomes an extension of their ambition. Harley-Davidson captures this “Ethos” well by allowing people to join their brotherhood, expressing their desire to become rebellious and free. More than just a two-wheel ride, their ardent followers whole behavior changes when riding their bike.

Lifestyle

A brand becomes legend when it is now incorporated into how one lives. Wearing a certain sports shoe can become a small expression of who you are in everything that you do in life. Nike is an example of the “Just Do It” message. It represents a lifestyle of how to live, personally and even in business. Public relations was crucial in that message. We marvel at Nike paid athletes as they transform into cultural icons. Branding now becomes a way of life for people.

Rolex is another excellent example of this lifestyle transformation. When you wear a Rolex, it says more than that you have an expensive watch. It is a statement that you now belong to an exclusive and elite club; a lifestyle.

Public Relations Alchemy

Public relations can be an overwhelming art to many businesses and entrepreneurs. I will admit that there is much to learn, grasp and apply in the field of public relations. But you can begin by studying those in your field who are successful at it, by surveying existing clients and reading up with books and some blogs. And if you need further assistance, please contact me.

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