Post #6

Agency ITCOMMS is in touch and today we will talk about the key PR formats. Our leading account manager, Olga Kharitonova, has prepared a detailed guide on how regular PR support differs from one-time special projects, and why both of these formats are important for brand promotion on the market. So, let's get started REGULAR PR Also known as a retainer or PR support. This is a long-term building of communication and relationships between the brand and its consumers 📎STRENGTHS - the constant presence of the brand in the information field (the brand is always on the ear, it will not be forgotten) - the ability to build a long-term strategy for the brand - increasing awareness among the target audience of the brand - communicating the values and usefulness of the brand to consumers - growth of trust and interest in the brand and its products - the growth of brand expertise and reputation both in the eyes of consumers and among the media and influencers - formation of an extensive pool and friendly relations with media and influencers - formation of brand uniqueness and detuning from competitors for the future 📎WEAKNESSES - cumulative effect (PR retailer does not give results immediately and now, it's always a long game) - indirect influence on the purchase decision (the consumer himself makes a decision based on the brand data on the network) - vague publication release timeline (resources postpone publications for barter or content) 📎IN WHAT CASES IT IS NECESSARY? For all brands and companies - entering a new market - the brand has been present on the market for a long time, but little is known about it / little is bought SPECIAL PROJECTS Also known as promo support or sales support This is an additional paid project aimed at solving a short-term goal 📎STRENGTHS - a bright and noticeable start - brand/product support here and now - generating a lot of traffic to the site (brand, store, partner), high CTR - building relationships with target Golden media and influencers (Tier 1 categories), which impossible to get to “for love” - clear timing (all publications are published at the exact time/date) - the ability to integrate into the current agenda - the opportunity to stand out from the competitors by implementing non-standard mechanics of projects 📎WEAKNESSES short-term (a special project gives a surge of interest and traffic only for the duration of its realization) creativity and high results require large budgets 📎IN WHAT CASES IT IS NECESSARY? For all brands and companies - stimulating of interest in the brand - support for the release /start of sales of new products - support of brand activities with retail/partners - event support In conclusion, I would like to say that both formats are important and inseparable from each other. In order to constantly be heard by the audience, grow the brand, show its values and influence on sales, it is necessary to use both regular PR support and integrate special projects.