Let’s face it: PR doesn’t always have the best reputation.
When people think of PR, they tend to think about the ‘spin’ associated with things like crisis communications and high-profile public statements. They think about headlines being carefully crafted by messaging pros operating behind the scenes.
But that’s not the kind of PR we’re talking about — the word spin makes our skin crawl at NorthPR. Instead of spinning a message, most brands rely on PR to help them launch new products into the market, make company announcements, or build the profiles of their CEOs.
Today’s PR has outgrown its narrow reputation of spin — it’s become an integral and respected part of the marketing mix. Here’s a look at some of the common PR tactics employed by us at NorthPR to elevate our clients to the forefront of the Canadian media landscape.
Product Launches. Some of the most common PR initiatives are company openings & product launches. Not all product launches are equally newsworthy, so at times additional tactics are necessary, such as hiring a third-party spokesperson to discuss the product or using third-party surveys (see final tactic in this list)
Funding Announcements. When it comes to funding announcements, the bigger the investment, the better the chances of landing a top-tier business story. Smaller investments tend to play better in trade publications and tech-focused media.
Customer Profiles. Sometimes the best way for a brand to tell their story is through their customers. Here are some examples of customer profiles that have added a touch of authenticity to the brand messaging.
Avocare (Medical Post) (print edition, click and zoom in on second image)
Profile-Building & Thought Leadership. This is a proactive PR tactic that builds the profiles of CEOs and positions companies as thought leaders and experts in their respective industries. Podcasts are a popular medium in this space, as they tend to have long shelf lives and give executives a chance to tell their story in a more natural and thoughtful way. Contributed articles (or ‘bylines’), speaking opportunities, and award submissions are also impactful ways to generate awareness and build momentum.
Podcasts:
Contributed articles by CEOs:
Maple Health’s Dr. Brett Belchetz talks transformation (Globe and Mail)
Wagepoint’s Shrad Rao talks mental health with remote teams (Globe and Mail)
Hipo’s Taylan Pince talks team happiness and long-term success (Futurpreneur)
Speaking Opportunities:
Awards:
Newsjacking. This is an effective way for CEOs to lend their commentary and perspective to relevant news stories that are happening in the moment. The nature of the tactic means it happens quickly and on an ad-hoc basis.
Data-Driven Surveys. Last on our list, but certainly not least, in fact, usually the most successful way of becoming newsworthy is using proprietary or third-party data to tell a story. This tactic is always very, incredibly helpful in securing proactive coverage. Media ❤️ fresh data and new insights!