Ronn Torossian On Fitting PR Efforts into a Marketing Plan
Ronn Torossian is a PR mogul who knows a ton about PR — He knows that for some people, marketing is all about developing a compelling personality for a brand, while for others, it’s all about generating sales.
Overall, marketing is all about the strategies that companies can use to attract and retain customers. These strategies range from website banners to content marketing, advertising, and everything that comes in between.
While some people might think that public relations and marketing are the same things, they’re quite different. However, there are certain sections of public relations that work with marketing efforts, and companies can benefit from investing in both.
Unlike traditional advertising efforts, which are very focused on companies promoting themselves and overtly selling their products or services, when it comes to PR, it’s all about telling stories, building media relationships, and creating positive experiences for the public.
The type of public relations that falls under the marketing category involves the way brands build trusting relationships and rapport with the public and media outlets.
They do this in order to develop community relations. Companies that employ these PR strategies show that they’re able to build strong connections and loyalty with their target audiences.
For instance, when a beauty brand wants to release a brand new product, it needs both a marketing and a PR campaign. This means a lot of integrated marketing communication efforts will come into play so that all of the public relations strategies and the traditional paid marketing efforts can work together.
The marketing team at any company should work on investing in ads through different media channels including search engines, social media platforms, podcasts, TV, print, and more.
Meanwhile, PR teams should align their efforts with some of the aspects of their companies’ overall marketing strategies. The most important alignments should be on the company’s target audience for the PR campaign, as well as its messaging. The overall goals of the PR efforts and the tools that PR teams use can be completely different from the ones used by marketing teams.
In the beauty brand example previously mentioned, the company’s PR team could work on media relations, which means pitching a compelling story to the media about the new product launch.
If the story is compelling and of high quality, journalists will be compelled to talk about the product and write articles about it, which results in earned media coverage.
The PR team can also work with a makeup artist or influencer to turn them into a brand ambassador. This person can share their expert advice on how to use the company’s products while representing the beauty brand in front of a larger audience.
Ronn Torossian knows having someone like a makeup artist or influencer serving as a resource for consumers on all things makeup is how brands are able to develop more trusting relationships with consumers, which results in long-term relationships with loyal buyers.
However, PR campaigns can become a lot more elaborate than this, even involving events with influencers or social media contests.
PR campaigns can involve essentially anything that provides companies with publicity. Companies can employ all facets of PR and marketing together, which fills in any potential promotional gaps and allows companies to reach diverse audience segments.