Achieve Your Public Relations Goals Through Effective Storytelling
Elevate Next caters to each client's needs by focusing on their goals, budget, market niche, and competitive landscape when designing a marketing plan. Some clients prefer to focus on paid advertising (e.g., pay-per-click, or PPC), while others choose to build their brand and reputation organically. Most of the time, a combination of both approaches is optimal. There is, however, a delicate balance between the two. A coherent public relations strategy with the right agency will yield the highest impact on your bottom line.
An often-repeated quote states, "Advertising is what you pay for; publicity is what you pray for." The graphic below outlines the main differences between advertising (shorter-term gain if done well) and public relations.
According to the Public Relations Society of America, Inc.,
"At its core, public relations is about influencing, engaging, and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization."
One of the key strategies of public relations (PR) is storytelling. A great story evokes emotion and creates brand loyalty. Developing and communicating the story of a smaller, entrepreneurial company may focus on the founder(s). A larger organization may have a story that explains its development and growth over time, helping it more effectively solve its customers’ pain points. Many organizations have a compelling story to tell about fulfilling their corporate social responsibility (CSR). Niche marketing with a focused story that targets a specific segment with its own preferences and demands is another effective way to gain a competitive advantage in a crowded marketplace.
Typical public relations services cover many digital platforms and include, but are not limited to:
Drafting of press releases and networking with media contacts
Event management and promotion
Content marketing (i.e., website blogs, pitches, email marketing, and other forms of copy), and
Social media management.
With a diverse business background, ELEVATE NEXT is not your typical PR firm. We take a holistic view of each of our clients' businesses and industries. We then design a customized program that includes not only PR (and, as appropriate, paid advertising), but also business and financial analysis. With a baseline analysis of the client's company, we can:
Assess the current health of the business
Establish key performance indicators (KPIs) to track improvements, and
Develop streamlined processes to reach performance goals.
ELEVATE NEXT develops and implements client-focused marketing strategies to effectively communicate our clients’ unique stories, boost brand awareness, and build trust by relating to the ideal audience(s).
Contact us for a complimentary consultation to ELEVATE your business - and brand - to the NEXT level and communicate your company's unique story.
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Who knew that paid advertising could make us unhappy? Or that only 50% of the people surveyed trusted the advertisements they saw, read, or heard? Business owners should focus on earned and shared media as a cost-effective, long-term marketing strategy that builds trust and makes their audience happier.