PR and marketing - thinking smart with existing brands

published 2001

While PR is now accepted as playing a vital role in the launch of a new brand - often before the advertising even begins - it can also play a role for an existing product.

Here are five techniques to use PR to extend the communications mix.

1. PR is great as a trailblazer or pioneer in emerging or secondary markets. So use it to reach niche segments which you can't easily reach through conventional advertising or can't afford to spend a lot of money on. It might be a youth audience or women or the elderly. It's a great way of keeping an eye to the future and 'warming up' a market segment that's next on your priority list.

2. See if PR can play a role for current non-advertised brands. You might be surprised that some of those brands that you never spend any money on may just have some PR value hidden away that can be exploited for a relatively low investment.

3. Use PR to promote product extensions and developments. Advertising, by its nature, has to stick to a single-minded product proposition and it's not cost effective to change material too often. However PR can, and should, be used to announce or explain product enhancements or developments. Often this helps 'freshen up' the users and targets and they perceive the product a little differently.

4. Work with your channel partners in a PR support program on a regional basis. Often advertising is just national in the interests of efficiency. However once the initial launch is over you can gain extra mileage for the product or service by 'going local' with your PR to dealers, distributors or retailers.

5. Use PR to 'fill the gaps' in your advertising schedule. If you plan ahead you can devise a program that integrates advertising and PR in a way that makes your dollar - and message - go further.

The author of this article - Grant Common - is a Sydney-based independent advisor who helps PR Managers get the best out of their PR Department and/or PR agency.  He also blogs regularly on topics similar to this.