As the public relations industry begins to expand with young vibrant publicist starting boutique firms throughout major cities, I would like to share a few insights that has made me successful and feel will help others. In the midst of understanding our clients brands and preparing marketing strategies, we tend to forget to prepare a brand of our own. Branding, not in the sense of securing interviews and media placements, but first understanding what separates us from other industry elites. There are several successful ways to market one brand, as publicist, we strive to create our own style. It is important to clearly outline what we can assure our clients of what they can benefit from by choosing our particular brand they may not be getting from elsewhere.
This idea came to me when one of my followers @CHLOEISPPLA tweeted, “what makes you stand out in pr?” Such a simple tweet set up an alarm in my head that made me sit back and review what is it that makes me different. What is the key element that all my campaigns will have ? Two words, Partnership development. As a political science major tackling the world of public relations, I was able to translate some of the skills from my academic background to influence my campaign strategy. Often times during political campaigns, the key element for a candidate is becoming connected to certain figures and organizations to ensure a vote from a certain demographic. For example, an elected official may be seen on a campaign trail accompanied by a rapper to symbolize to voters their “down to earth” mentality and create a strategy to ensure the young urban demographic vote. Some candidates may attend a Planned Parenthood event to show how liberal they are and persuade pro-choice supporters to vote for them.
When outlining my campaign, partnership development is a key focus. A recent case study is work I did for stylist Couture Shaun owner of Couture Treasure’s who I had create Breast Cancer Awareness Shirts, in honor of her sister’s diagnosis of cancer. Someone who has been affected by cancer or looking to support her initiative but may not know of her line, will now be aware of her brand. One who went solely for the initiative of checking out the purpose of the shirts, unknowable became a consumer to the brand and will begin to explore other items. Due to my major, this is an aspect I am capable of excelling in because of the access to various activist groups. In the social science field, we are always expected to conduct service learning activities or interviews with groups/figures that revolve around various social issues. My strategies to partner my clients with activist or causes to bring a new consumer base to their brand, have brought them great success in growing their business. My company name, “Pr2politics” does not speak to the the type of clients I represent, but more so of the strategy that I use. I encourage all publicist, newbies and pros to find the one thing that separates them from other publicist. Be able to explain to your clients things that make your strategy different. The client has to decide which style of pr representation they want and what is more important to them. A client may not even know this aspect is important to them until you present your case.