Use PR to Build Your Brand
A litany of products and services have gotten into the minds of consumers and become big brands. How did they do this? With public relations for the most part.
To name a few: Amazon, Starbucks, Wal-Mart, Microsoft, Blackberry, Harry Potter, Disney and more. Highly successful products and services are more likely to use PR-related activities than less successful ones.
Publicity builds brands. To get something for nothing, you need the validity that only third-party endorsements can bring. So, the first stage of any new campaign ought to be public relations to help set the strategic direction for brands.
Massive amounts of publicity built the above named brands and many more. Media messages build brands. The more messages there are, the more favorable the messages will be and the brand will be stronger. A positive story that helps a brand establish a leadership position in its category can be worth its weight in gold.
The essence of PR is to verbalize the brand in a way that encourages the media to run stories about your product or service. If pictures are used at all, they are supportive of the words. They lend credentials to the message.
Your product, features, benefits, etc. need credentials from the media. This is a job that–over the course of time–is perfect for public relations.