When the United States was still under British rule, the colonists didn’t like the way the monarchy forced them to spend their money. So they revolted to show their disapproval of the concept of “taxation without representation.”
Today, consumers still employ financial methods to show their displeasure with certain goods and services. They vote with their dollars by limiting their purchases to companies that provide ethical options.
Is your animal-friendly company considering a cruelty-free public relations strategy to reach consumers who practice ethical consumerism? If not, it may be time to reevaluate your promotional plans.
Earned Media
One of the most powerful tools a company can use to promote its values is to become a trusted media expert.
Earned media is press coverage that is created by a third party, like a journalist or podcaster. Of the three media types—earned, bought and owned—earned media is the most trusted by consumers because it is considered the least biased. Paid-for advertising and a company website, for example, are thought to be less reliable since companies are paying for the privilege.
But earned media is also the hardest to get. In order to become a reliable source for a journalist or be invited to provide a guest article, you need to build trust with the media outlet. That’s when having a cruelty-free PR plan shows its greatest benefit.
Public relations is the art of building relationships so you can tell your company’s personal story. An effective PR partner can help boost your credibility through their content creation and media relationships.
Building Brand Loyalty
Once ethical consumers begin trusting your company through a series of earned media placements, you can begin the next step in your PR journey.
Aligning your corporate values with your customers’ concerns helps you build meaningful relationships. This not only builds loyalty for your brand, it also helps bolster your reputation. Catering to ethical consumers positions your company as one that meets rising moral expectations.
Educate Your Customers
Finally, your PR strategy can work to help you educate your customers and potential clients about your cause. Use your new-found trust to tell consumers on your blogs and social media pages why you do what you do.
Enlisting the help of a trusted PR partner can help you build content to spread the word about your company and your values.
At Orange Orchard, we get it.
Not only is our team made up of seasoned public relations professionals, we also care about our planet. We promote companies that produce cruelty-free products because we care about those issues.
Call Orange Orchard today at (865) 977-1973 or contact us online to get started on promoting your company’s ethical consumerism strategy.