When we think about marketing, our minds usually settle on a logo, advertising, promotion, collaterals and other common “marketing materials”. However, the PR (which stands for Public Relations) area inevitably falls way down under the pile of the most common marketing-related terms. At Twelve12 we believe that PR is more important now than it has ever been, and you can verify this just by looking into the number of new PR companies in Orange County that sprouted in the last couple of years.
Every company or business need Public Relations, whether you are a manufacturer, a trader, an importer or whatever economic activity that involves you. Nowadays, the importance of consumer-centric marketing is overwhelming. This term refers to aiming your marketing decisions towards the client, but not just the obvious “need” that your product or service fulfils. Consumer-centric marketing involves as many aspects of your client as you can manage.
To make it easier for you to grasp the scope of this term, think about a cruelty-free product. Some decades ago, as the relationships with the consumer began to evolve, this was a huge selling point for some brands, especially beauty brands. As the complexity of the client developed, the brands also had to do their part and get involved in a social cause, for example, an animal rights organization, and give part of the earnings to them. Today, brands not only focus on just one aspect that is directly related to the company’s products, but also unrelated topics. Some of the most common are awards, scholarships, parks, women entrepreneurs, etc. and even more recently, pandemic-related efforts have popped up all over the place. This last one, undoubtedly, shows us how important is to consider the whole environment of our customers and not just the one aspect of a client such as cruelty-free facial products.
Public Relations is a strategic piece in this puzzle and the “awareness” campaigns that you see all around you at this precise moment are the result of PR strategies.
If you want to know more about how to include PR strategies in your company, turn your attention to the top PR companies in Orange County. Give us a call today, at Twelve12 and we’ll be happy to answer all of your questions.