Marketing

Why Does an Organization Hire a PR Firm

Crisis Communications, Marketing, Media Relations, Public Relations, Reputation, Social Media /

If you’re not familiar with South Shore PR, chances are you’ve googled why companies hire a PR firm and stumbled upon this blog post. This is a relatively common question followed by how is a PR firm is different from a marketing company, and what should I look for in hiring a PR firm. Today, we’d like to share some information to answer these common questions. We’ll discuss some of the most common reasons why an organization hires a PR firm or firm, how a PR firm is different from a marketing firm, and what you should look for before you hire a PR firm.

Why Hire a PR Firm?

  1. Brand Building: We like to think of branding as your organization’s opportunity to begin, reestablish, or enhance your identity to a new or existing audience. Whether you are opening a brand-new venture or introducing a new product or service to your ideal customer, branding begins and eventually solidifies this relationship. Branding your business is so much more than simply sharing your name and logo; when done correctly, it is what sets your organization apart from others and builds loyalty with your ideal customers.
  2. Media Relations: The function of most public relations work is building strategic relationships with media for your brand. These relationships are working partnerships where your brand is featured in a favorable light organically (non-paid placement), and if need be, these relationships can be leveraged in a moment of reputational crisis. As in any partnership relationship, a public relations professional will be a resource for the media, and in return, the media will be a resource for the PR pro person wanting to share their organization’s story.
  3. Reputation Management: Reputation management is about supporting a brand so that the positive aspects of your organization are shared far and wide to build brand loyalty with your ideal customer. Skilled reputation management can also lessen or avoid reputational damage for a client. PR is most known for crisis management, the reputational repair part of reputation management, when you ask most people what PR pros do. The goal of reputation management is to keep your brand and organization in a positive light and, if needed, repair any damage with critical stakeholders to rebuild trust and regain loyalty.

Marketing is not PR, but when the two practices are combined, magic happens:

The function of public relations is to build relationships for your organization, whether it be with customers, media, or other key stakeholders. These relationships propel your brand forward and ultimately help you achieve your communications, marketing, and branding goals. Public relations is most beneficial when an organization needs to build, maintain, or repair relationships with key stakeholder groups. Common public relations activities would include but not be limited to media relations, branding, brand building, social media management, and content creation.

Meanwhile, marketing is used to drive sales and entice people into buying your product or using your services. Marketing will not typically cover media engagement or relationship building but tactics such as advertising and promotion. Marketing is about proposing a problem and creating a solution for the intended audience. Typical marketing activities might include creating content such as fliers, brochures, or advertisements.

Marketing and public relations can be combined to create integrated marketing; this is an extremely powerful way to launch your business communications goals. An integrated marketing firm will help you sell your product, goods, or services while building and enhancing the key relationships needed to support achieving your strategic goals for your organization. The benefit of an integrated marketing firm is that all of your communications needs can fit cohesively, ensuring the story your organization is telling is seamless and reaches its intended target audience.

What you should look for in hiring a PR Firm:

Hiring a PR firm is just like hiring any other services your organization might need, like a bookkeeper or a vendor that supports the goals of your organization’s objectives. Doing your homework on any potential PR partner is essential; you are, after all, putting your organization’s “voice” in their hands. To tell if a PR firm is a good fit for your organization, be sure to look at a list of the services the firm offers. If, for example, you are launching a brand and you want to throw a party, but the PR firm doesn’t provide this service, then you may want to choose a firm that has more experience in this area. Some PR firms only specialize in one type of PR, such as branding, crisis management, or public affairs.

The second thing we would recommend is to look at the firm’s past and current work. If you see great PR work, this is a great way to find a firm. The beauty of this approach is that you see the results in real time, and you can see the firm in action. An excellent PR firm can take aspects that you like and feel will fit your organization and make it unique to your brand and voice.

Last, ask questions, lots of questions. PR practitioners are communicators by trade, and that is what we do. Asking lots of questions not only helps you assess if the firm is the right fit for the services you need but also allows the PR firm to ensure that they can perform the work you require.

We hope that this post has shed some light on some of the most common reasons why companies hire a PR firm, some of the functions of a PR firm, and what you should look for when hiring a PR firm. There are lots of different types of firms out there, each with its own personality, portfolio, and way of doing business. We suggest that you take your time, if possible, and choose the firm that is the right fit for your brand.

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PR Demystified Examining the Commonalities and Distinctions in PR Campaigns for Businesses and Nonprofits

Marketing, Public Relations, Reputation /

What do Fortune 500 Companies and the smallest nonprofits have in common? They both focus all their efforts on serving their key stakeholders, whether clients or customers; the goal is the same. For-profit businesses and nonprofit organizations may seem worlds apart in their goals, yet they share fundamental similarities in building trust and credibility. Today, we will delve into the core differences and common ground between for-profit businesses and nonprofits’ PR strategies and tactics. So, let’s look at some similarities and differences between how these two segments of the industry operate their PR strategies.

While businesses and nonprofits pursue different and even, at times, opposite objectives, both share a common pursuit – establishing trust and credibility while serving their stakeholders. Credibility and trust are indispensable for any organization, forming the bedrock upon which successful relationships with stakeholders are built. Transparent communication, community engagement, and a commitment to corporate social responsibility are avenues through which both entities cultivate positive perceptions. Here are five examples of what the for-profit and nonprofits have in common when it comes to PR strategy:

Building Trust: Both nonprofits and businesses prioritize the establishment of trust with their stakeholders to foster positive relationships.

  1. Credibility Matters: The need for credibility is universal, as both organizations recognize the critical importance of maintaining a positive and trustworthy reputation.
  2. Clear Communication: Honest and transparent communication are shared priorities for both nonprofits and businesses to have meaningful interactions with their key stakeholders.
  3. Community Engagement: Both sectors engage with their key stakeholders, whether for customer loyalty in businesses or garnering unwavering support and donations for nonprofits.
  4. Adaptability in Messaging: While goals differ, the ability to tailor messages to resonate with specific audiences is a commonality across industries, allowing both nonprofits and businesses to share their unique value propositions in a way that resonates with their audiences.

Now that we’ve looked at a few similarities, let’s look at the differences in PR objectives and campaigns. Businesses focus on revenue generation and customer acquisition, emphasizing market positioning and financial success. In contrast, nonprofits prioritize the support they provide to their chosen community group, building and maintaining impactful relationships with the communities they serve and the greater community and aiming to attract donors and support for their social impact initiatives. The most successful PR campaigns understand and leverage these nuances through tailoring strategies that align with the unique goals of each entity.

Let’s take a look at five distinct differences between PR campaigns and strategies for the nonprofit and for-profit industries:

  1. Primary Objectives: For-profit business has one primary function, to generate profit and maximize shareholder value, while nonprofits focus on achieving social impact and working towards alleviating societal issues.
  2. Audience Motivation: Businesses traditionally target consumers driven by purchasing decisions, while nonprofits appeal to individuals motivated by a sense of social responsibility and altruism.
  3. Financial Metrics vs. Social Impact Metrics: Businesses measure success through financial metrics such as ROI, sales, and market share, whereas nonprofits gauge success through social impact metrics like lives touched, communities improved, or awareness raised.
  4. Marketing Advocacy: Businesses often engage in marketing to promote products or services, while nonprofits focus on advocacy, championing social change, and raising awareness for their cause.
  5. Funding Sources: Businesses primarily rely on revenue streams from product or service sales, while nonprofits depend on a combination of donations, grants, and fundraising efforts to sustain their operations and achieve their mission.

For local businesses and nonprofits seeking to navigate the intricate landscape of PR, this can be overwhelming, to say the least. South Shore PR, in cooperation with The Duneland Chamber of Commerce, has designed a class to demystify member businesses and organizations’ unique needs through South Shore PR Bootcamp. Participants gain valuable insights into effective campaign strategies tailored to their needs by emphasizing the commonalities and distinctions between business and nonprofit PR. This course provides the tools, case studies, and industry trends necessary for professionals to bridge the gap between organizational objectives and successful PR outcomes.

Selling Points for the South Shore PR Bootcamp with the Duneland Chamber of Commerce:

  1. Practical Insights: The course delivers real-world insights, offering practical tools that professionals can immediately apply to their PR strategies.
  2. Tailored Approach: Participants learn how to customize their PR efforts, ensuring that strategies align seamlessly with the specific goals of businesses or nonprofits.
  3. Industry-Relevant Knowledge: Taught by South Shore PR President Jackie Thomas, she will share the latest industry trends, ensuring that PR efforts remain cutting-edge and effective in an ever-evolving communication landscape. She brings her successful experience in both the nonprofit and for-profit industries to support your PR goals.

Understanding the similarities and differences between business and nonprofit campaigns is paramount when determining how to make the most of your marketing and PR dollars. In partnership with the Duneland Chamber of Commerce, South Shore PR Bootcamp serves as a beacon for local businesses and nonprofits, offering a roadmap to demystify their PR needs and achieve the desired results. Empowered by practical insights and industry knowledge, professionals can bridge the gap between organizational goals and successful PR outcomes, ensuring lasting positive impact within our communities.

Sign up for PR Bootcamp in Partnership with The Duneland Chamber of Commerce by clicking on the image below. Spaces are limited – Register today!

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What are the Different Types of PR and How Are They Different?

Crisis Communications, Marketing, Media Relations, Product Launches, Public Relations, Reputation, Thought Leadership /

As the premier PR firm in Northwest Indiana, South Shore PR takes pride in being the torchbearer of effective public relations, mastering the art and science that influences opinions, fosters goodwill, builds relationships, and elevates organizations to new heights. Today we want to share some of the different disciplines of public relations and what they focus on.

Public relations, isn’t a one-size-fits-all approach when it comes to a client’s needs. We like to use the example of a medical professional. While a doctor has a general understanding of the body, some medical professionals specialize in certain areas of the body, such as a neonatologist, psychiatrist, or gerontologist. A public relations professional works in exactly the same way, there is the general knowledge of public relations, but some PR professionals specialize in an area of PR, thus making them more skilled in a particular area of PR. Today we going to look at the six most common disciplines of PR practiced today.

What is Media Relations or Media Relations PR?

South Shore PR Work Examples
Photo Credits (top to bottom) People Magazine, Eyecare Business Magazine, BBC News, and The Today Show

A skilled media relations professional can transform innovation into a global sensation. By strategically pitching the story to the correct influential journalists and media outlets, PR professionals can ensure that the narrative resonates far beyond, ultimately reaching your intended audience. Media relations specializes in working with the media, and often PR professionals that focus on media relations may do so within an industry, such as tech, healthcare or banking. Knowing how to be a great media partner, while being savvy about the angle of the pitch, and when, where and how, will make all the difference in securing great coverage and reaching your intended audience.

What is Crisis Communication PR?

Photo Credit: Sprout Social

Crisis Communication and or reputation management PR is perhaps the most easily recognized, and the most skilled of all PR disciplines. When an organization or individual has run afoul of stakeholders, resulting in a public and potentially damaging reckoning for the instigating party, this is where crisis communications and reputational management come into play. A skilled public relations professional that specializes in this type of PR will come in and mitigate reputational damage, provide guidance for stakeholders, and eventually begin to repair relationships with the general public and any other wronged parties. You can look at some great examples of crisis management here: https://sproutsocial.com/insights/crisis-communication-examples/

What is Government Relations & Public Affairs?

Photo Credit: The Pan American Health Organization

This discipline of PR focuses on building relationships between an organization and government entities for the goal of strategic communication for the greater good, influence and the ability to make a positive impact on stakeholders. Examples of a public affairs professional would be a communications Director for a local police department. Examples of a government relations expert would be a lobbyist or government liaison within an organization. Examples of a public affairs campaign could be the Covid-19 vaccine campaigns, a local area government communicating an upcoming infrastructure project, or an industry lobbying for policy changes at the highest levels.

What is Product Launch PR and Branding?

Photo Credit: Gizmodo via Warner Bros./ Universal

An agency or in-house person or team that specializes creating interest and generating positive coverage for new products or services works in product launch PR, reputational practice and even branding. These individuals are key in developing strategic communication plans, organizing launch events, and securing media coverage for a product unveiling. A great example is of this type of PR is the phenomena known as Barbenheimer at the box office last summer. The two films combined as two distinct, yet cooperative marketing campaigns created box office gold in the summer of 2023. Read more about this magic here.

What are Consumer Relations?

Photo Credit: Time Magazine via Dove/RaiseTheBeautyBar

This area of public relations is very similar to customer service, however, the focus here is to protect and enhance an organization’s reputation while building a robust and positive relationship with stakeholders to enhance brand loyalty. Examples of this type of PR would be managing customer feedback on public forums, addressing concerns, and promoting positive customer experiences through various communication channels.

One of the most significant examples was Dove’s Real Beauty Campaign. You can read all about it here.  

What is Integrated PR?

Photo Credit: Apple

Integrated is where public relations concepts and tactics are combined with marketing campaigns and exercises. This is the most powerful way for any organization to create their brand, tell their story, and build long-lasting, loyal relationships with their customers. A great, recent example of an integrate PR campaign would be Apple’s Shot on an iPhone Campaign. Apple cleverly shot and advertised that this campaign was shot entirely on an iPhone, then encouraged fans to share their own films shot on iPhones on social media. You can read more about this innovative campaign here.

These are just a few of the most common areas of PR practice. At South Shore we specialize in many of these areas of public relations. We hope that this article is informative and has shared some of the complexities of public relations practice. No matter the discipline of PR, one goal remains the same, to build, and enhance a loyal relationship with key stakeholders.

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South Shore PR in Partnership with The Duneland Chamber Offers Members Incredible Opportunity for PR Bootcamp Class Series in March.

Community Relations, Crisis Communications, Marketing, Media Relations, Public Relations, Reputation, Social Media, South Shore PR Update /

Public relations are not nice to have item for your organizations, it’s a necessary and strategic asset that can propel your organization to reach new customers and achieve your business goals. As businesses strive to make their mark in a crowded marketplace, the importance of a well-crafted Public Relations (PR) strategy cannot be overstated. When combined with a marketing plan, the combination will propel your business to new heights. Without a PR strategy, your organization is leaving money on the table and is not making the most of resources.

 That’s where South Shore PR Bootcamp Series in partnership with The Duneland Chamber comes in. Join us in a transformative journey designed to equip organizations of all sizes with the essential knowledge and skills to master the art of PR. Taught by South Shore PR President, Jacqueline Thomas, each Monday morning in March at the Duneland Chamber, you will walk away with the knowledge and know-how to bring excellent PR to your organization.

Unleashing the Power of PR

Why PR? Public Relations is not just about managing crises or getting media coverage; it’s about shaping perceptions, building meaningful connections, and driving business success. Our PR Bootcamp Series is meticulously crafted to demystify the world of PR, making it accessible and actionable for organizations looking to elevate their communication game.

What Makes Our PR Bootcamp Series Unique?

Tailored for All Sizes: Whether you’re a startup, a small business, a non-profit organization or a well-established enterprise, the PR Bootcamp Series is designed to cater to your specific needs. Jacqueline will bring her professional knowledge gain over a career across industries and share valuable insights for each business in attendance. We understand that the challenges and opportunities in PR can vary, and our series addresses them all, providing practical insights that are applicable across industries and organizational scales.

Real-World Insights: This isn’t just theory; it is our goal to give you the tools you need to put what you’re learning into action. Each module is enriched with real-world examples, case studies, and success stories, illustrating how businesses – just like yours – have harnessed the power of PR to achieve remarkable results. The series goes beyond the theoretical framework, offering actionable strategies that you can implement immediately. You will be able to learn in a relaxed and cooperative atmosphere.

Comprehensive Approach: From building a strong brand foundation to navigating media relations, crisis management, social media integration, and more, our PR Bootcamp Series covers every aspect of PR. It’s not just a crash course; it’s a comprehensive guide that empowers you to implement a strategic PR plan, propelling your organization to meet its goals.

Why Your Organization Can’t Afford to Miss This:

Maximize Marketing Dollars: Investing in marketing without a robust PR strategy is like having a powerful engine without wheels. Our series makes the case for why PR is not a luxury but a necessity, showing you how integrating PR into your marketing efforts can amplify your impact and ensure that every dollar spent delivers maximum returns.

Strategic Partner for Growth: Beyond the knowledge gained, our PR Bootcamp Series serves as an introduction to what South Shore PR can offer. We understand the intricacies of PR, and our experienced team is ready to take your organization’s communication strategy to the next level. Consider this series as your gateway to a strategic partnership for sustainable growth and increased visibility for your organization.

Join the PR Revolution!

In a world where effective communication is the linchpin of success, the South Shore PR Bootcamp Series, in partnership with The Duneland Chamber is your key to unlocking the full potential of Public Relations. Elevate your business, connect with your audience, and position your brand for success.

How to sign Up:

Are you ready to embark on this transformative journey? This four-week course will take place each Monday morning in March from 8am- 9am at The Duneland Chamber. This course is open to all Duneland Chamber Members. There is a $50 fee that covers the entire course and supplies. Course space is limited, so sign up today.

Please Note: This course is only open to Duneland Chamber Members who are in good standing with the Duneland Chamber of Commerce.

Register Today

space is limited, book today!

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How to Use TikTok For Business in 2024

Crisis Communications, Marketing, Online Reviews, Product Launches, Public Relations, Reputation, Social Media, Thought Leadership /

Next in our public relations on social media series we will explore, TikTok. The platform has emerged as a powerful social media network that transcends entertainment and has become a potential game-changer for businesses. From captivating short-form videos to viral challenges, TikTok offers a unique opportunity for companies to connect with their audience in a creative and engaging way. However, with great power comes great responsibility, and businesses must navigate the benefits and pitfalls of TikTok strategically. Today, we’ll delve into the advantages, potential risks, and crucial considerations for businesses looking to harness the potential of TikTok in 2024.

The Benefits of TikTok for Business in 2024:

1. Audience Engagement:

   TikTok’s algorithm is supposedly designed to showcase content that resonates with users, providing an opportunity for businesses to capture the attention of their target audience. The platform’s emphasis on creativity allows brands to showcase their personality and connect with users on a more personal level. Customers and clients appreciate authenticity and TikTok provides a great way for an organization to show off that personality.

2. How to go Viral on TikTok in 2024:

   TikTok has a reputation for turning ordinary content into viral sensations overnight. A well-crafted video or challenge can exponentially increase brand visibility and reach, attracting a massive audience and potential customers. Be authentic, and showcase your brand’s personality, and the algorithm might favor you, and allow your video to go viral.

3. Using TikTok to Reach Demographic Diversity:

   TikTok’s user base spans across various age groups, and across genders, and socio-economic groups offering businesses the chance to connect with a more diverse audience. Whether your target demographic is Gen Z or an older demographic, TikTok’s broad appeal can be a valuable asset for any business.

4. Cost-Effective Marketing on TikTok in 2024:

   Compared to some traditional advertising methods, TikTok provides a cost-effective way for businesses to promote their products or services. The platform’s advertising options, such as sponsored challenges and branded content, enable businesses to reach a vast audience without breaking the bank. Be inventive and creative, it shows authenticity.

The Dangers of TikTok for Business in 2024:

1. Public Relations Risks for Businesses Using TikTok:

   TikTok, like any social media platform, carries the risk of negative publicity. When a PR issue happens on social media, it happens in rapid time, often ballooning into a full-blown crisis for organizations, before they even fully comprehend what has happened. Businesses must be extremely cautious about potential backlash, especially in a landscape where public opinion can shift rapidly. Poorly received content or misguided attempts at viral marketing can harm a brand’s reputation or even ruin a business.

2. Algorithmic Uncertainty:

   TikTok’s algorithm, like other social media platforms can be unpredictable, making it challenging for businesses to guarantee consistent visibility. While some content may go viral effortlessly, others may struggle to gain traction. This uncertainty necessitates a flexible and adaptive approach to content creation. Do not expect to go viral right away, if ever, even if you have the best content.

4. Competitive Landscape:

   With the platform’s popularity, competition is fierce, ever-changing and global. Standing out amidst the vast array of content requires creativity and a deep understanding of your target audience aka ideal clients. Businesses must continuously innovate to maintain relevance and outshine competitors.

Considerations Before Launching Your Business on TikTok:

1. Define Your Brand Voice:

   Establish a clear and authentic brand voice that aligns with your target audience (ideal clients). It is important to know your brand voice before you start on social media. A shift in your brand voice can be damaging to your business and will cause regular engagers of your content to flee. TikTok users appreciate genuine content that feels relatable, so maintaining authenticity is key to building trust.

2. Understand TikTok Culture:

   Familiarize yourself with TikTok trends, challenges, and user behavior. Do your research on and off of the platform. Find competitors that you think are using the platform well and ask, what are they doing well and how can your brand learn from what they’re doing, innovate and create something unique to your brand. Do your homework, do not skip on research!

3. Plan for Contingencies:

   Anticipate potential PR crises and have a crisis management plan in place. Proactively address any negative feedback or misunderstandings to mitigate potential damage to your brand’s reputation. This means you must monitor your social media channels at all times to stay ahead of any potential disasters. Remember never act out of anger, impulse or fear on social media. Online content lives forever, so if you do incur a social media crisis, follow your plan or consult a crisis management agency, such as South Shore PR.

4. Consistent Monitoring and Analytics:

Regularly monitor the performance of your content and adjust your strategy based on analytics (data). Understand what works and what doesn’t to refine your approach and maintain a positive public image. This is so important, to tell if your efforts are gaining the return you seek.

In conclusion, TikTok presents a unique opportunity for businesses to connect with a vast and diverse audience. However, success on this platform requires careful consideration, strategic planning, a deep understanding of both TikTok’s culture, and your brand’s identity. Also keep in mind, that just because this platform is popular, it may not be the right fit for your organization. By navigating the benefits and risks with a public relations mindset, businesses can harness the power of TikTok to elevate their brand and engage with their audience in innovative ways.

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