Public relations spans a broad array of tactics and strategies. As such, what any two PR campaigns look like in actual practice can be vastly different depending on their goals. From old-school media placements to large-scale event planning to modern digital communication, it often requires an interesting mix of skills and competencies to do well.
And that’s probably why you’re here. You know the benefits of doing PR: earning trust, establishing valuable relationships, and building branding awareness, all while collaborating with content and social media marketing, but with lower costs than traditional advertising.
Sounds awesome, right?
Well, sure it does. But which tactics should you execute? Where do companies start developing plans? And what does effective PR even look like in real life when it encompasses so many things?
That’s what you’ll find in this post: examples demonstrating what this time-tested marketing discipline looks like in the real world. You’ll find basic stuff like different areas of the business you can explore, plus tons of actual campaigns to help inspire your own strategy.
The Role of Public Relations in Marketing
At the heart of every successful marketing strategy lies the often-underrated powerhouse of Public Relations (PR).
Public Relations is crucial in sculpting the narrative around a brand, building the bridge between companies and their target audience. When it comes to having good PR, you’ll want a great vision statement to match. Don’t have one? Instantly generate one with CoSchedule’s Free Vision Statement Generator.
Public Relations And Its Importance
Why is Public Relations indispensable in today’s digital age? It’s simple. PR crafts the stories that resonate with people, humanizing brands and fostering trust. In a world where consumers are bombarded with advertisements, PR offers authenticity. It’s the strategic communication that aligns brand values with customer needs, creating a loyal community around your brand’s mission.
Sometimes it’s hard to tell the difference between public relations, social media marketing, and influencer marketing. Here’s a breakdown of how to differentiate the three:
Public Relations
The public relations department is responsible for communicating news and story angles to produce earned media.
Here’s an example:
Say you’re starting a new, upscale retail business, PR will send influencers or bloggers an invite to the store opening in the hopes that they write about it, post pics on their Instagram, etc.
The key here is that there is no obligation for the event invitees to write about the store opening. You are earning exposure with organic posts.
A big part of public relations is making proposals. If that doesn’t sound like your forte, you can use CoSchedule’s Free Proposal Generator. Simply type in the overview of your project, your objectives, your budget, and any other key information to generate your proposal.
You can also generate an About Us page, and a company Slogan easily with CoSchedule generators.
Influencer Marketing
Influencer marketing is responsible for engaging with and promoting a brand’s products to influencers.
This usually entails a strategic and paid transaction where the influencer gets something in exchange for their media contributions.
Let’s use our retail business example from above. The person responsible for influencer marketing will reach out to a few strategic influencers and offer them the opportunity to promote your opening. The influencers agree to post 3 Instagram images and write one, 1,000-word review of the store on their blog.
With influencer marketing, you can usually dictate the direction you would like them to focus on, provide branded hashtags, etc. They must also disclose that they were paid to post on your behalf. This is paid exposure.
Social Media
Social media, similar to influencer marketing, can be its own department with its own goals, which rolls up under the marketing department.
OR It can also be considered a tactic or channel that the marketing team is responsible for if a specialist role doesn’t exist.
15 Examples To Inspire Your PR
Let’s go over some examples and how other companies use Public Relations to promote their brand.
1. Press Releases
This is the tried-and-true, bread-and-butter media relations tool.
Relatively speaking, press releases are a cost-effective outreach tool.
Placements in news publications, blogs, websites, and magazines are viewed as trustworthy, and building trust is a key goal here.
If you aren’t sure where to begin when it comes to writing a press release, try out CoSchedule’s Free Press Release Generator. Simply type in your product award or announcement, your target audience, and your tone to instantly generate an impactful press release that will drive results.
2. Events
From small fundraisers to major conferences, events are an effective way of growing your community, getting your brand out there, and developing partnerships.
Here’s an awesome PR event example.
Superbowl 57: Usher’s Apple Music Super Bowl Halftime Show
3. Partnerships
One way to grow your audience is to leverage someone else’s.
Here’s an awesome PR partnership example. Online mattress brand, Leesa, partnered with West Elm to give people the chance to try their mattresses in real life before ordering. This also meant that people had to go to West Elm to try them, which increased foot traffic for the furniture brand.
4. Letters to the Editor
If building support for a cause or issue is part of your organization’s goals, a letter to the editor of your local newspaper (or newspapers in areas you serve) can be highly effective. These can be written on behalf of your organization, or by members advocating for your position.
5. Pop Up Shops
Pop-up shops aren’t just an effective way to capitalize on cheap retail space or seasonal shopping trends. They can also be an effective means of earning media coverage.
6. Brochures
Good, old-fashioned print collateral still has tons of value. If you have a physical presence, leaving people with information they can take with them is a useful way of ensuring they come back.
7. Press Conferences
Press conferences remain an effective means of getting a message out to a large group of reporters all in one shot, and not just for pro athletes in post-game interviews, either.
8. Original Research
Journalists love to cite original research in their work. So, doing your research on a topic and sharing that content can be an excellent way to position your company’s expertise.
9. Government Relations
Companies and organizations that interface with government agencies need to manage those relationships well.
10. Customer Relations
Beyond just customer support, how do companies shape perceptions and build relationships with their customer base? Strong customer relations can go a long way toward building brand loyalty without relying on advertising or content alone.
5 PR Examples For Businesses
1. Spotify Wrapped
Spotify Wrapped is a great example of public relations because it combines personalization with data-driven content, encouraging users to share their music summaries on social media. This not only increases brand visibility but also reinforces Spotify’s image as an innovative and user-focused brand.
2. Duolingo’s TikTok Campaign
With a surge in revenue and a desire to connect with a younger demographic, Duolingo greatly embraced TikTok. Their engaging content on the platform showcased the fun and accessible side of language learning, leading to significant brand growth and a stronger connection with the digital-savvy generation.
3. IKEA’s Seed Ball Campaign
IKEA’s playful campaign offered a fresh twist on its iconic Swedish meatballs with the IKEA Seed Ball. This social media-driven initiative combined humor with a message of sustainability, engaging customers in a unique and memorable way that reinforced IKEA’s commitment to environmental consciousness.
4. Airbnb’s Support for Ukraine Refugees
During the Ukraine crisis, Airbnb.org demonstrated social responsibility by offering housing to refugees. This compassionate initiative not only provided immediate aid but also strengthened Airbnb’s reputation as a brand committed to making a positive impact on society.
5. Google’s “Buying All Black” Music Video Campaign
Google celebrated black-owned businesses with a music video titled “Buying All Black,” featuring popular artists like Ludacris. The campaign highlighted the importance of supporting these businesses, aligning with Google’s broader commitment to diversity and inclusion.
How To Integrate Public Relations Into Your Marketing Strategy
Leverage Media Relations to Boost Your Brand
Establishing strong media relations is the cornerstone of any successful public relations strategy. It’s about creating a network of journalists and influencers who trust and respect your brand.
In PR, a compelling narrative can make your brand stand out. CoSchedule’s — generator can not only capture the attention of your audience but also persuade your audience to take action. Remember, the key is to convey messages that resonate with your audience’s values and interests.
Integrating public relations into your marketing strategy can amplify your message across multiple channels. CoSchedule enables you to organize and schedule your PR campaigns alongside your marketing activities, ensuring a cohesive and unified approach that maximizes your brand’s visibility.
Align Public Relations Efforts With Your Marketing Goals
Alignment between PR and marketing goals is crucial for a coherent brand message. Use CoSchedule’s Marketing Calendar to visualize how your PR initiatives complement your marketing objectives, ensuring that every press release and media pitch contributes to your broader business aims.
Measure The Impact of Public Relations On Marketing ROI
Measuring the impact of PR can be challenging, but it’s essential for understanding its contribution to your marketing ROI. With CoSchedule, track the performance of your PR campaigns and analyze how they influence your marketing results, from web traffic to lead generation.
