In today’s world, it’s no longer a secret that consumer’s connect to brands and businesses through their story. Whether it’s a sustainable hotel or a four-generation boutique, consumers crave personal anecdotes – so what’s the best way to foster and promote the uniqueness of your business’ story?
For new businesses, it’s essential to craft this narrative and identify a strong brand story prior to launch. And for existing businesses, the story is ongoing – it doesn’t stop because you received coverage in a top tier publication or because your business is coasting. You are, and always will be, your brand and sometimes it takes a gentle reminder from an unbiased source. “The media landscape has changed.
As with any component of your business, if you are continually behind-the-scenes building or managing your business, you aren’t going to be able to focus your attention on other important aspects of the company. You need to delegate and hire out. This is increasingly important due to the shift in media landscape – demand for content has significantly increased and so have expectations for return on investment.
“It’s one thing to write a press release, its another thing to launch a PR campaign that’s relevant and attention-worthy,” she adds. Though public relations and marketing are not equal, one discipline certainly helps the other, and vice versa. Public relations specialists will often tell you that public relations is storytelling, while marketing is putting money behind that story. But they’ll also tell you, marketing dollars alone will be wasted if you don’t have a story.
“This type of marketing is meant to humanize or personalize a brand, allowing your customers to form an emotional connection with your product or service,” adds Gulmi. Ultimately, public relations has evolved to fit the landscape of our ever-evolving world. Contemporary public relations is more than a press release, it’s campaigns, partnerships, and constant storytelling.
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