
By: Mohit Hira, Jargon Group Dubai
In today’s fast-paced world where attention spans have become shorter than ever, getting in front of their target audience can be like shouting into a void. With crowded online feeds and shorter attention spans, it is easy for people to skip ads without a second thought. The question is: How to stand out and cut through the noise?
For businesses, the real value lies in leveraging public relations (PR) tactics strategically to not only get in front of their target market, but also to shape what their target audience thinks, feels, and does about their brand.
A well-executed PR campaign can amplify brand awareness, build credibility and position a brand as an expert in its industry. This, in turn, can create a positive image of a brand in front of its target market. The question is: How? Let’s take a look at the three key ways PR can help…
1. Using the power of storytelling
PR experts can weave organisations’ narratives into impactful and compelling stories that resonate with their target audience. This allows brands to connect with their customers and create a positive perception. With laser-focused messaging targeted towards niche audiences, PR experts can position brands’ expertise in their target market.
2. Getting featured in target media
Impactful storytelling is essential, but reaching the right audience depends on using the right media channels. This is where the role of PR becomes even more important. PR experts, with their media connections and industry knowledge, secure coverage in niche publications and platforms that resonate with target audiences. This provides brands with external validation and amplifies brand awareness, positioning them as an authority in their industry.
3. Improved community engagement
Modern PR campaigns can foster community events by organising and supporting presence on key events and tradeshows - empowering brands to connect with their key stakeholders at a deeper level. Going beyond traditional tactics like press releases and thought leadership articles, tradeshow presence can lead to in-person media interviews and analyst briefings.
How does it look into action?
For example, if a retailer plans to launch a sustainable clothing brand, PR can do more than just announce the launch which may only come across as promotional. PR experts can craft compelling stories about the brand, its journey and its people to convey a strong message. The story can reflect a brand’s commitment to reducing fashion’s environmental footprint, its personal experiences and strategies to drive sustainability.
To boost impact, PR experts can survey customers and unveil insights in a research report. Companies can host an event or attend a key tradeshow for journalists to cover the findings and engage with the brand. A spokesperson can then connect the insights to the brand's objectives, showcasing how it tackles industry challenges.
All this can humanise a brand, making it more relatable and purpose-driven. As a result, customers can connect emotionally with its mission and ultimately make purchases.
The Takeaway
Companies must have a dedicated PR team that can shape communication strategies, enabling the brand to appear in front of the target audience with the right messaging. However, not all companies have in-house PR teams and this is where the role of established PR agencies comes into play. With a track record of working with multiple brands, PR agencies can help brands make their voice heard in their target market.