Whether you are releasing a new product or want to promote your overall brand, developing a vegan public relations strategy shouldn’t be relegated to the back burner of your total marketing plan.
The goal of any PR campaign is to tell your story and develop relationships that you can build on over time. And, to do this, you need to know what your message should be, who should hear it and how well it was received.
1. Develop Your Message
Whether you are putting a new product or recipe out on the market, your message should always reflect your brand values.
Even if your immediate goal is to get the word out about your new product, your messaging should remain consistent. Repetition creates an identity. And, a solid brand linked to a known identity helps make your communication more effective.
Your brand is your company’s personality. And, your message should allow you to build trust, gain recognition and create loyal customers while maintaining your unique character.
2. Know Your Target Audience
Once you know your core message, you can then begin to target the audiences you want to reach.
Your marketing team knows where to put its advertising dollars. They know what to say on your company’s blogs, on your social media channels and in email campaigns. But, it’s through earned media that your brand gains most of its credibility.
You need your press releases and quotes to show up in the right publications. You also need your message to appear on the right podcasts and in other online media outlets that cater to your target audience. If you are not earning free media, you are not building your credibility.
And, without credibility, you will not be able to grow your brand.
3. Assess Your Strategy
Finally, when all is said and done, you need to know if your strategy is working. While it can be challenging to assess the results of something as long-term as a PR campaign, a good plant-based PR team can help you evaluate the fruits of your labor.
By assessing your press clippings, social media mentions, website traffic and even the quality of your content, your PR team can help you determine if you are getting your story and your message to the right consumers.
At Orange Orchard, our professional team of writers and media relations experts provides you with the measurable results you need to grow your brand. We deliver the solutions your plant-based company needs to thrive and provide the results you need for peace of mind.