campañas de relaciones públicas originales y personalizadas

Creation of original and customized public relations campaigns

One of the main keys to the success of a public relations campaign is to personalize them and make sure they are original. A standard campaign, which does not contribute anything new or is not specific to the brand and its characteristics, is doomed to oblivion and failure.

Nowadays competitiveness is enormous, and the marketing and communication sector is saturated with campaigns without soul, without personality, and for this reason, if you want to be successful, you must design a totally original public relations and communication campaign that is unique to your brand and that no other can replicate.

Personalization of public relations campaigns

The public relations campaign must be tailored to the brand, its philosophy, its products and services, its characteristics and distinctive attributes; it must be customized to the brand. But it must also be customized for the consumer; it must be adapted to his or her consumer preferences and demographic characteristics (age, sex, place of residence, budget, level of education, etc.).

To do this, it is necessary to collect, organize and analyze customer data, and although this may seem to some consumers a “bad practice”, if it is done with transparency and publicly explaining the process of data processing that we do, it will become a positive value of our brand. Few things consumers value more in a commercial brand than transparency and honesty.

This transparency must be the center of the public relations strategy, since it is already an original and determining attribute of the brand’s personality.

In order to personalize the public relations campaign to each client, a study of the different buyer persona profiles of our clients and potential clients is required. In this way, we will be able to communicate with them in a closer and more attractive way. This greatly enhances the acquisition of new customers and the loyalty of existing ones.

It is also very important to listen to consumers, attend to their needs, solve their doubts and help them in everything necessary. This further strengthens their trust in our brand and will allow us to improve our products and services and customize them to their tastes and needs.

Develop an original public relations campaign

As we have already said, first and foremost, you must avoid sounding like everyone else. Standard campaigns that lack originality and personality are forgettable.

To develop a public relations campaign that really sounds original, unique, captures the attention of consumers and attracts our potential customers, there are two essential keys to keep in mind.

Speaking to the audience: Avoiding stereotypes

For a PR campaign to be original and feel unique, it must avoid stereotypes. Every industry has its own, and most resort to them.

The best way to avoid clichés is to communicate with consumers in the same way they do in their daily lives. And try to treat them as adults at all times, with transparency and closeness. Also talking about what really matters to them, and not what matters to the brand.

Consumers are the protagonists, always have been and always will be. This is something that brands must understand and internalize if they intend to have a public relations campaign that is truly effective and successful.

Superficial statements: Avoiding empty words

Many times, public relations people just repeat the same slogans over and over again. This bores and exhausts consumers. The key is not to say anything that does not add value. Empty words, repetitive slogans, and statements that do not solve or contribute anything are tiring, and very tiring.

What a brand says, shares and declares, must bring something to the consumer; whether it is information that is of interest to them, benefits, or simple fun and entertainment.

You may be interested in: Public relations tools: The boost that companies need

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services

El marketing frente a las relaciones públicas

Marketing vs. public relations

Marketing, advertising and public relations go hand in hand. But they are not the same thing. Within the same field, the work of public relations is based on creating and generating links that bring benefits to both parties.

However, once the difference is established, it will be important to know how to effectively translate and apply public relations in marketing as a communication and promotion tool.

The marketing

El principal objetivo del marketing es convertir a desconocidos en seguidores de la marca, generar clientes potenciales a través de campañas publicitarias que impulsen las conversiones. El fin último es conseguir nuevos clientes, atraer la atención con mensajes simples y directos y que, además, estos consumidores sean de calidad.

Un consumidor de calidad es aquel que va a consumir constantemente la marca.

Public relations

Public relations, on the other hand, involves long-term planning and development with the aim of generating and increasing the credibility of the brand, improving the image projected both in the public and in the company’s own environment.

Thus, brand awareness is worked on, enhancing values and developing powerful public relations campaigns for the effects they cause in the long term. This is when the sales funnel comes into play.

A solid communication achieves better performance, both in the short and long term and through each independent campaign.

Marketing vs. Public Relations: Different Schools of Thought

In order to differentiate between the two concepts, it should be noted that marketing works on the positioning of certain products or services, while public relations is in charge of improving the public’s perception of the brand. Beyond its products or services.

However, the union of marketing and public relations could be the trigger for success in any company or brand that bets on these communication tools. To embrace the known and explore the unknown in order to attract new customers and generate a community based on experience and brand awareness.

Combining the two for success

In communication, coordination is of vital importance for each campaign to be consistent with the other, while each manager must be aware of the development of both campaigns at all times.

Teamwork is the basis for success, and being able to collaborate and generate meaningful content on both sides is what determines the success of both PR and marketing campaigns. In this way, potential customers are generated and the brand image is boosted.

Creating a hybrid

Marketing and public relations strategies and actions are as similar as they are different, since the effort in each field depends on the sales funnel. However, being clear about the differentiation between the two, being able to work together and hybridize both disciplines allows to achieve the final objectives.

Relationship management

Public relations manages all the relationships that encompass a brand, enhancing links and strengthening consumer or stakeholder engagement through actions and events that involve the public directly.

The idea is to share with the customer all relevant changes and information, in order to make him/her participate and feel part of the brand. This generates commitment, reputation, trust and loyalty.

FINZEL PR | Your Communication Agency

We offer customised PR and digital content services