Do You Need PR When You Don't Have A New Product, Service, Or Offer?
One of the most popular questions we get asked from prospective clients is do you need PR when you don't have a new product, service, or offer?
We won’t make you scroll down to find the answer. The answer is yes.
One of the biggest misunderstandings about PR is that it's only necessary or effective when you're launching a new product, unveiling a new service, opening a new location, etc. This type of thinking may keep your bills lower in the short term, but it will likely hurt your brand's visibility and ultimately its bottom line in the long run.
Ask yourself...do we only want people talking about our business here and there or all the time?
Unless your business is strictly seasonal (i.e. advent calendars for holiday), then chances are you sell year round, and that's where a creative PR strategy can make a difference for your brand.
Could you imagine pausing your social media, stopping advertising, quitting blogging, halting your e-mail marketing, etc. when you're not launching? Surely not. So why ditch PR? Earned media is the most convincing type of media for consumers when it comes to making purchasing decisions, and people make these decisions all the time!
The myth is that unless you have something "newsworthy" to share, like the launch of a new product or service, then PR is unnecessary. Certainly PR is crucial during launch periods to publicize anything new – and frankly, it's the lowest hanging fruit when it comes to garnering attention. But media and influencers don't just cover things that are newsworthy; they cover newsmakers.
The truth is that consistently communicating the value and relevancy of your offer to your audiences is the whole point of PR. Keywords here are consistency and relevancy.
Arguably, the most important time for PR is all the time – and especially during the seasons your business doesn't have anything "new" to share.
Let's explore just a handful of examples of how we can do this.
Here are 7 basic ways to make your business offer relevant to the media without a launch.
Plan a campaign around an upcoming holiday or national day.
Use the change of seasons to influence a new routine or commitment with the use of your product or service.
Pitch yourself as a source for stories that could benefit your expertise.
Announce sales and incentives to Deals editors.
Debunk myths or misunderstandings circulating on TikTok about your industry.
Publicize the accomplishments of your brand.
Work on relationship building with editors and influencers.
The list goes on!
In summary, PR is essential for a business because it helps to build and maintain a positive image in the public eye. It allows a business to communicate its values and objectives to the public, create positive relationships with customers and stakeholders, and promote their products and services. PR can also help businesses to build trust, promote their brand, and reach new markets. In short, PR can be used to drive business growth and increase visibility for a business all the time.
Interested in learning more or working together? Get in touch!
