Marketer’s Secret Weapon: The Power of Effective PR 

In today’s fast-paced world, consumer preferences evolve at lightning speed, social media is flooded with the newest trends, and the news cycle is a relentless whirlwind of information. Even our phones now ping us with must-know updates in real-time. Amidst the chaos of our ever-crowded lives, how can brands set themselves up for success and ensure they stand out? With almost a decade of Public Relations experience, I urge marketers to consider the power of effective Public Relations (PR) in the mix. 

The importance of maintaining a strong, positive brand image and reputation cannot be overstated. Effective and smart engagement can reinvigorate even the sleepiest of brands, offering value to the mix through cost-effective yet powerful methods to enhance reputation, foster goodwill, and create lasting positive associations. Drawing on lessons from previous campaigns, this piece explores how well-executed PR can significantly impact brand visibility and success. 

The Tangible Impact of PR 

Public relations is more than just managing a brand or company’s image; it’s about crafting narratives that resonate with the audience and build trust. When executed well, PR campaigns add value and drive positive associations. 

Elevate Your Brand, With Their Audience 

PR campaigns can significantly increase brand visibility through targeted media coverage, strategic partnerships, and creative storytelling. C7EVEN’s longstanding client, Small Animal Specialist Hospital (SASH), recently celebrated National Vet Appreciation Day by highlighting an impressive case of complex diagnosis by one of its many specialist vets, Dr. Amy Lam, a gorgeous Weimaraner Harlow, and her owner. This outreach resulted in 78 pieces of national coverage, each with positive sentiment, and including a dedicated news segment, delivering an impressive 2.9 million audience reach. A strong result that effectively highlights SASH’s specialist capabilities, ability to effectively treat even the most complex cases, and, importantly, showcases the good work SASH does every day. 

Reputation is Everything 

A well-executed PR strategy can enhance your brand’s reputation by highlighting its commitment to important causes. C7EVEN’s longstanding pro bono client, Isolated Children’s & Parents’ Association (ICPA), is a prime example. As a nonprofit group, ICPA requires smart and cost-effective marketing solutions to elevate their advocacy for isolated families accessing education. To tell their story, C7EVEN sourced impactful case studies, amplified planned panel discussions, and crafted well-researched opinion pieces, each a key tool in garnering continuous and valuable widespread media coverage from outlets like Australian Women’s Weekly, The Land, and The Weekly Times. Each significantly boosted ICPA’s visibility, credibility, and trust among a national audience. 

Positive Associations Lead to Inbound Requests 

By associating a brand with positive initiatives and thought leadership, PR can create lasting positive impressions on its audience. Leading on-farm security provider, Land Watch Australia, recently had their stories shared with two separate news segments across two major news networks.  

John and James Hill co-founded Land Watch Australia, a leading on-farm security product. As demand grew, they recruited from within the family to source a CEO and ‘Head of Shed’. With four brothers now working collaboratively, their heartwarming story about mixing family and business recently featured across two separate news segments statewide. Resonating with the audience, these pieces led to immediate and significant inbound requests for their product. 

Cost-Effective and Persuasive 

One of PR’s key advantages is its cost-effectiveness compared to traditional advertising. While advertising can quickly eat into ample marketing budgets, PR leverages earned media, organic content, and strategic relationships to achieve results. This approach reduces costs and enhances the credibility of the message, as it is often delivered through trusted third-party channels. Furthermore, the persuasive nature of PR lies in its ability to tell compelling stories. PR can engage audiences on a deeper emotional level by focusing on authentic, relatable narratives. 

Creativity Wins, Always 

Creativity is at the heart of successful PR campaigns. Achieving cut-through involves thinking outside the box, finding unique angles, and presenting information in a way that captures attention. In rural and regional markets, reputation is everything, so investing in well-executed PR as a marketing mix component can be ‘just the ticket’ to enhance brand reputation, tell creative stories, and foster goodwill. It can yield significant results, transforming challenges into opportunities and bringing brands to the coveted top-of-mind position. 

If you’d like to hear more about how PR might work for your brand, contact our team by calling 1300 C7EVEN or click here

Ellen McIver, Senior Account Manager