What makes a communication strategy successful? What is the best methodology to follow when introducing a public relations plan? How do we ensure that our target correctly received the message we are trying to spread? These are the main questions we must ask ourselves when developing and carrying out tactics for brand positioning.
Among many alternatives, techniques and processes, there are specific public relations practices that, if properly executed, will contribute to the building of brand image and reputation, while positively make an impact on our audience.
It is necessary to consider these practices within a brand communication plan, and according to the strategy, will be the way in which such strategy will be activated.
Here are the 3 public relations practices you should introduce as part of your strategy:
Storytelling: local, relevant and strong
Brand stories that we believe should be interesting, attractive and practically editorial. Contents that an editor can easily resume in their publication and that connect with the reader in an organic and intelligent way. Brand personality should be noted according to the communication tone and the type of language used in the developed information. Also, the storytellings have to be appropriate and pertinent to the region and lifestyle that we seek to activate. The consumer must feel empathy, belonging and congruence every time that is in contact with us.
The 1-on-1 approaches importance
An email with the introduction "Dear Editor, I share this information, I hope it will please you and your readers ..." is the clearest example of what NOT to do in public relations. Personal treatment and constant meetings with opinion leaders who support us in our brands positioning process is vital to keep a healthy and productive relationship. From a short meeting, a breakfast or even a casual meeting, meeting with them gives us an ideal space to exchange ideas, pitch projects and contents, and update the state and situation of both parties.
Brand experiences: living the brand
Brand experiences are the contact point between the product or service and the consumer. The experiences that we create and transmit will be printed in our target. That is why, when planning any brand experience, factors such as creativity, innovation and surprise are key to ensure the message is received and processed in the best way. It's not just about events: from the experience of receiving and unpacking a gift to delivering an invitation, the different ways of creating unique moments are determined by the originality of the project.
These are just a few examples of the public relations tactics that comprise a good communication strategy. Additionally, it is necessary to consider different components that, operating together, create a comprehensive brand communication plan.