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New Year, New PR Game

New Year, New PR Game

Tara Reid

Tara Reid

January 17, 2019

"Now is the time to ensure how you speak about your brand and how your brand comes to life align," says Tara Reid, Vice President of Havas Formula.

"Once you land on your marketing priorities, analyzing your audience is a key next step for success in the new year."

It’s a new year, which means nearly every brand in the country will be leveraging some variation of the “New Year, New You” theme for earned editorial, viral buzz and increased awareness. It makes sense, as many people view the start of a new year as a chance to refresh and set goals designed to improve their lives.

However, while brands are busy trying to capitalize on a popular topic to get a burst of impressions in an increasingly crowded space, they should focus on following their own advice and using the new year to take stock of their place in the market.

While only about 40 percent of Americans make a New Year’s resolution each year, according to the Marist Institute for Public Opinion, research shows making resolutions is one of the best ways to facilitate change and turn goals into action. So, consider making at least one of these six resolutions this year to help your brand live the “New Year, New You” mantra:

Assess your marketing priorities. Before developing and executing a PR plan, be sure to determine your brand’s goals. If it’s a newer brand, the focus of your program may remain the same: building awareness, establishing credibility or forging a connection with your target consumer. If it’s an established brand or one that needs a jumpstart, objectives may have shifted. Either way, the new year is a great time to take a fresh look at your brand priorities and identify the PR strategies and tactics to address them.

Analyze your target audience. You can’t be everything to everyone. But as a brand, you must be something to the right one, meaning, the right audience. Once you land on your marketing priorities, analyzing your audience is a key next step for success in the new year. First, it would be worthwhile to dig into the latest research and insights to see if or how your current audience has changed. Has there been a demographic or psychographic shift? Then, ask yourself if the current audience is still a fit based on where your brand is today. Are you skewing younger? Older? Has a new audience subset been introduced in the last year to consider? Once you work this out, you’ll be able to craft a narrative that is most meaningful to your target audience.

 

Read the full article

"Once you land on your marketing priorities, analyzing your audience is a key next step for success in the new year."

It’s a new year, which means nearly every brand in the country will be leveraging some variation of the “New Year, New You” theme for earned editorial, viral buzz and increased awareness. It makes sense, as many people view the start of a new year as a chance to refresh and set goals designed to improve their lives.

However, while brands are busy trying to capitalize on a popular topic to get a burst of impressions in an increasingly crowded space, they should focus on following their own advice and using the new year to take stock of their place in the market.

While only about 40 percent of Americans make a New Year’s resolution each year, according to the Marist Institute for Public Opinion, research shows making resolutions is one of the best ways to facilitate change and turn goals into action. So, consider making at least one of these six resolutions this year to help your brand live the “New Year, New You” mantra:

Assess your marketing priorities. Before developing and executing a PR plan, be sure to determine your brand’s goals. If it’s a newer brand, the focus of your program may remain the same: building awareness, establishing credibility or forging a connection with your target consumer. If it’s an established brand or one that needs a jumpstart, objectives may have shifted. Either way, the new year is a great time to take a fresh look at your brand priorities and identify the PR strategies and tactics to address them.

Analyze your target audience. You can’t be everything to everyone. But as a brand, you must be something to the right one, meaning, the right audience. Once you land on your marketing priorities, analyzing your audience is a key next step for success in the new year. First, it would be worthwhile to dig into the latest research and insights to see if or how your current audience has changed. Has there been a demographic or psychographic shift? Then, ask yourself if the current audience is still a fit based on where your brand is today. Are you skewing younger? Older? Has a new audience subset been introduced in the last year to consider? Once you work this out, you’ll be able to craft a narrative that is most meaningful to your target audience.

 

Read the full article

Tara has over 15 years of experience spearheading PR programs for CPG, health and fitness, retail and consumer electronics brands.

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