At Red Fan Communications, it’s our job to understand how consumers are influenced every day by social media, websites, news stories and product reviews. Once your brand is out in the open the public is weighing in. If you aren't proactively telling your story and managing your brand reputation others will tell your story for you.
The necessity to have an informed PR team working for your brand is growing in importance as information sources become ubiquitous. One negative review poorly responded to can take a company down while a positive review by the right tastemaker can send your brand skyrocketing.
Today, smart companies are seeking PR agencies that manage much more than hits in the press. While press coverage, or keeping companies out of the press, is at the center of what all PR agencies do, it is only one aspect of what we can and should do. From social media to strategic partnerships, events and ongoing press strategies, the best agencies are serving up integrated campaigns that keep your brand consistently front and center while mapping to viable business goals.
A quick scan of Red Fan’s office makes a pretty good case for careful brand management. My computer purchase was due to a good review in a credible magazine, delaying purchase of a new iPhone was also the result of reviews and consumer opinions. The nonprofit event I'm going to this week is the result of positive PR and testimonials from people I trust, and yes, the restaurant I'm going to Wednesday evening is thanks to rave reviews in four publications and confirmations from consumer reviews. All of these things happened as a result of a PR effort. Granted the products are good and worthy of promotion, but the messaging hit key audiences thanks to PR strategists working closely with the business to hit the overall business goals.
Crunching numbers on readership and reach and comparing that to the value of an ad buy is one way that PR agencies demonstrate the value of media relations. But it's not a pure science, and it isn't very satisfying as a standalone measurement. Measuring the overall investment in PR isn't easy and yet it's very evident if you establish the value you are looking for upfront and then activate a few smart PR tactics.