How To Prep Your Brand For National PR Coverage

Oftentimes the success of a company relies heavily on the effectiveness of its Public Relations campaign. A solid public relations campaign can change your business in what feels like overnight. No matter the size of your business, a PR strategy can stretch the reach of your brand from a small audience to national and even international coverage.  At any point you have to be prepared to keep the momentum going once more eyes are on your brand.  Here are some key tips to start now as you prepare your digital brand to grow. 

1. Identify and Differentiate Your brand

   When dealing with a saturated market, differentiating your brand as you grow is essential. But this starts with creating a strong and unique brand identity from the start. Think about how you can stand out within the market? Why should consumers choose you and your products? What are some values of your brand that aligns with the values of your target audience? As your brand gains national coverage, the more these types of questions will come up. It is essential to be prepared and to stand out. 

2. Know Your Audience 

   The more you know your audience, the better you can fulfill their needs and even the needs of the market. Once you’ve established who you are, it’s time to define who you want your consumer to be. For example if you are in the beauty industry, it is important to know what are the needs in this industry? Right now in beauty, skin care is in and the need for makeup is changing. If you’re a makeup brand, you have to learn your audience and see how your brand can match the new trends such as tinted moisturizers instead of full coverage foundation. 

3. Keep Enough Inventory 

   Nothing is worse than gaining a lot of traffic on your site or new attention to your social media pages and there is nothing to offer. Not only does this frustrate a consumer but it also turns potential opportunities away. If your brand is on the cusp of growing to new heights, the inability to fulfill orders and keep a customer engaged is crucial. Another example can be a macro influencer or celebrity discovering your brand and they reach out to you about your most popular products. It would be a loss if you can not fulfill their order in a timely fashion. Anticipate more orders and interest at all times. 

4. Be active on Social Media

   1. Similar to keeping your inventory stocked, it's also important to keep your social media active. Social media pages are a key part of bringing new customers to your business and keeping current customers onboard. Social media is the platform where relationships are built and often, a first impression. If your social media pages are not active, it can appear as if you don’t prioritize your image or you don’t have the capacity to take on more. For many consumers, social media pages are where they feel it's easier to relay customer service concerns and they are able to humanize the brand. 

5. Aim for High Quality 

   1. High Quality does not just start once your brand sees success and grows, it is how your brand will see growth. That’s right! The better quality of your representation, the better prepared your company will be for more coverage. The images on your brand site should fit your brand identity but also should be curated and of the highest quality. Similarly, on social media, a clean aesthetic and high quality photos will also attract followers and engagement with your brand.

   -Andrea Davis