As the role of public relations in companies and organizations is becoming more important, the methods of these public relations are increasing. With so much information coming and going, one way to get your company’s message across to stakeholders is to use unique methods of communication
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Method 8. A Community of Perks
Method 9. Socially Significant Campaign
Method 10. An Event to Show Products
Communication with media personnel is essential when conducting public relations through the news coverage. Here are some unique examples of how to get the media interested in your company’s information.
Press kits are promotional materials such as images, videos, etc., about a company or business for media outlets that are generally sent and exchanged online However, sharing press kits that include your company’s products offline allows people to look at the products. To get press coverage, it is important to let the media know about your company and what you are trying to convey with your products.
Example: Press Kit PR Example: Clarins (Clarins Co., Ltd.)
Clarins Co., Ltd. not only includes its product in a press kit but also distributed it in an impressive box that stands out. Putting it in a box with a red key is an example of providing the best possible user experience. Customers will be surprised when it arrives, feel the excitement of opening the box and be impressed by the luxurious contents.
When conducting PR activities for consumers, various methods such as advertising and the use of influencers should be considered. Here are three methods of unique public relations for consumers that have created a buzz.
Advertising is regarded as a marketing method mainly aimed at selling products. It can also be a tool to increase branding value and increase likability. Posting costs will incur according to the posting medium and the number of reaches, but it is possible to convey the information in various ways.
PR Case 1: goodBye, Old man (newspicks)
In 2018 a business media company known as NewsPicks, posted the catchphrase “Goodbye, Old Man” in the morning edition of the Nihon Keizai Shimbun and in hanging advertisements on trains. While the sensational catchphrase was shocking, the company’s message of “Let’s embrace new changes and respect diversity, rather than sticking to old values and systems.” This company’s enthusiasm became a hit. This is an example of how the message conveyed through advertisements with catchphrases that became the topic of conversation spread beyond the medium in which they were distributed.
PR Case 2: #HairWeGo (Pantene)
Since 1945, the hair care brand “Pantene” has been expanding its products all over the world. This advertisement was delivered under the slogan “Let’s go with this hair.
#HairWeGo” to convey their brand message to “Give the courage to take a step forward by fulfilling the hair you want to be.” Together with the sponsoring companies, the ads encouraged job-hunting students to find jobs with their unique hairstyles.
Advertising that does not directly promote the company’s products, but rather sends a message to the world, leads to branding. In the case of Pantene, it may be possible to create a movement by involving not only the company itself but also multiple companies.
The key to increasing consumers and their loyalty to companies is for them to participate in planning such as communities, campaigns, and events.
When people are satisfied with the experience offered by a company, it is an efficient method of public relations that not only increases loyalty but also leads to the acquisition of new customers through word-of-mouth.
Here are four unique examples of such consumer participation.
With the rise of voice media such as Voicy and Clubhouse, there are more and more companies are using voice media in their communications with stakeholders, especially in recruitment and user interviews.
Through ideas and collaborations with other companies, it is possible to utilize audio media as a success.
PR Case: Reading event (Voicy Co., Ltd.)
Voicy held an event where love letters and stories were provided by “reading them.” This event was designed to promote tourism resources by featuring people who are associated with the region and the region depicted in the love letters.
A feature of this audio media is that makes it easy for listeners to visualize scenes. This increases the chances that it will lead to events and initiatives that will inspire your listeners’ imagination.
When conducting public relations activities, it is important to put yourself in the shoes of the consumers and think about “what kind of information would you be interested in” and “whether you will take action”
With that, both media professionals and consumers need to understand the other party by communicating with them regularly. Understanding the lifestyle, characteristics, and interests of your target audience is the key when considering public relations methods.
After thinking through the other party, you may come up with a different and unique method.
Click here to read about effective PR methods.