PR not always about your products, events

Note: This article originally appeared on our blog in 2009. We have updated it and re-published it.

Companies that care about their communities and strive to become integral in them gain positive feelings and more engaged employees. They also cultivate a more positive brand.

In an article in Entrepreneur Syed Balkhi writes, “Letting consumers see the people behind the business is a powerful way to humanize your brand. If consumers are looking at just your logo all the time, they might not see your brand as human. So, put your team members in the spotlight.”

Additionally, according to Entrepreneur, “numerous studies show that the higher a company’s CSR score (the more it is committed to volunteerism), the more pride employees have in their organization — and in their job — and the happier and more satisfied they are with their job and company.” Such positive feelings are important to individual and company perceptions.

Go beyond earned media

Many people fall into the mindset that PR is only about gaining earned media placement for a company’s products or news and events. Public relations go so far beyond simply getting an outlet to carry your news. The best PR tells a story. It intrigues. It inspires. It elevates.

There is other side of publicity sharing information about your leaders and staff to humanize your company.

Create depth and dimension with unique stories

As an example, a local video production company has a photographer who is interested in documenting a small social business which is taking medical supplies to Ghana. Supporting the project and assisting her in obtaining donations, or shipping them or storing them demonstrates a real commitment to a cause created by the team member. Sharing information about the photographer’s search for funding and the skills that he will use to document the project can support the cause and expand the image of the company in the minds of consumers.

I’m not suggesting that you exploit your staff or their good works, but that you seek opportunities to offer information that really opens up what people think of your team and your firm. Being in business means being a part of a larger community. Demonstrating how you and your associates do that gives depth to your individual and personal brands as well as lifts the perception of your firm.

Gaining earned media is more than just telling us that you’ve just hired a new Director of Marketing. Give your staff opportunity to volunteer and be involved. Identify causes the company wishes to support. Then go out and do good works.

We are all more than just our titles and functions. We are the people who make up the company, not the human resources. So, share the interesting information about those who are the life of the company.

Photo credit: Photo by rawpixel on Unsplash

Kolter Homes Selects Charleston PR & Design

Charleston PR & Design, LLC welcomes Kolter Homes as a new client. CPR&D is providing public relations consultation to increase awareness of the advantages of life in The Ponds.

Kolter Homes, a privately owned firm based in Florida, purchased The Ponds from Greenwood Development in 2014. The Ponds is a distinctive Lowcountry community near Summerville, S.C.

Located some 22 miles outside of historic Charleston, South Carolina, lies The Ponds. This charming Southern community allows you to enjoy the simple pleasures of life without giving up modern day conveniences. Eventually encompassing 1,950 new and stately single-family homes, townhomes, and custom-built homes, its distinctive Lowcountry architecture features Southern vernacular detailing and welcoming outdoor porches. With moss-draped specimen live oaks, tree-lined streets, a waterfront amphitheater, a 1,100 acre conservancy area, and extensive paths and sidewalks, the serene landscape provides unlimited opportunities for recreation and bringing neighbors together.

Kolter is noted for their superior home plans and their active adult communities located in Florida, Georgia and in Myrtle Beach. Kolter’s Cresswind active adult community is now selling at The Ponds.

Public Relations Promotions: Five Ways to Capture Attention

Business in the doldrums?

Public Relations Promotion Tactics Include Online Survey
Online surveys are one way to gather data as a component of a public relations promotion.

Every business finds at one time or another that you need a jolt of attention. While you can always purchase print, television, radio, or social media ads, what public relations promotions can your company use to gain attention?

These time-tested, enduring tactics have been used for decades. They’ve endured because they work. They do take time to concept and plan and best promote your firm when they align with your brand, products and customers.

Public relations promotions that work

  1. Be community minded and involved. While this is not just a promotional tactic, it is one way to make your firm really different from other businesses. Over time, firms who are active in the community — for the good of the community — win over those who aren’t involved. If you embark on this path, make it truly a part of your company’s DNA.
  2. Hold a contest. From essay contests to photo submission contests to best mom of the year, companies have been holding contests for years. Whether it’s soliciting input to name a new product, or getting people to enter to win a trip, contests continue to be one of the all time promotional tactic that work. Be wary of setting the entry point too high. If you require too much effort, today’s consumers may not want to take the time or trouble to enter. And when you hold the contest, at the point of entry be sure to capture names and email addresses, and with permission, use them in the future to communicate sales, specials, or news about your company.
  3. Give an award. Media companies do it. Professional associations do it. You can do it too. If you choose to give an award, be sure it aligns with your products or services and involves the community. For example a spa could solicit nominations for Mom of the Month, Year, etc and award services. A restaurant could solicit nominations for New Parents Most Deserving of a Night Out, partnering with a limo service and a babysitting service to give new parents a night on the town.
  4. Conduct a study or take a poll and announce results. Almost daily in the news or social media, we read announcements of the results of studies or polls. Many of them capture attention because they announce interesting or compelling results. Examples include topics such and the true cost of being ticketed for DUI announced by an insurance firm; or 9 out of 10 Moms Agree…You will need to involve someone to help conduct the poll or study in a scientific manner or blind study if you want the results to be valid and hold up to intense scrutiny. However, you can also conduct straw polls or online polls which allow you to announce results gathered in a less scientific manner.
  5. Demonstrate or offer samples. It’s a fact of being human that most people don’t know how things taste or understand new or different products until they see them demonstrated. In days past, boardwalk hucksters demonstrated products before crowds each summer. Nowadays food demonstrators offer quick tips on using the latest products on offer at Costco. Breweries and wineries allow you to visit and taste their brews and vintages, promoting their brand and sometimes selling right from their tasting rooms. If you have a new, innovative product, you can also video the product in use and put that demo on your website.

Humans are curious. We are attracted to things which are new, or different, or stand out. You can take advantage of this by finding ways to create the news, stand out from the crowd and differentiate your company.


Need help standing out? Call us. We can help think up and hold a promotion, contest, survey or demonstration that gets eyes on your company.