99- Public Relations for Brands that Last

We often receive consultation requests from brands that had major success in the pre-Internet era but that communicate little and rarely tell their story. These are superb brands that have been in existence for 30 or 40 years or longer. Several of them have never leveraged the power of public relations. They come to us when: A new brand is starting to take over their shelf space The new brand is eroding their market share The new brand is better known by the public, even though it’s newer These brands don’t have genuine marketing departments and are hiring in-house experts who will often recommend that they retain the services of agencies for advertising and public relations. This requires a considerable investment as you can imagine. Although these companies are prepared to make that investment, they often change course after working with these agencies or with their marketing director after a year or two. They have so far to catch up that they’re not prepared to invest in their brand to that extent. We have to see things from their point of view—they’ve been around for years and have never had to make this kind of effort to be known among the general public. They were able to do this because several of them were virtually alone in their market. These niches are rare today. I can assure you that these brands that don’t invest in public relations, social media and marketing will disappear. Public relations is an excellent tool to ensure that a brand will last. Quite simply, including communications in your marketing plan is vital. As my partner would say, these brands actually need a marketing plan. PR helps you maintain the close links you have with your current clients while also going out and attracting new ones. I've often talked about big luxury brands, the “unstoppables” like Gucci, Burberry, Dior, Saint Laurent, Chanel and Balmain that constantly shine. All these brands have a public relations plan that they’ve adapted over the years to remain visible. I hope that you enjoyed and were inspired by this little public relations break. Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS www.natapr.com