ELEVATE NEXT caters to the needs of each individual client by focusing on a client’s goals, budget, market niche and competitive landscape when designing a marketing plan. Some clients prefer to focus more on paid advertising (i.e., pay-per-click or PPC), while others decide 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 explains that "advertising is what you pay for; publicity is what you pray for." The below graphic 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 explaining their development and growth over time to more effectively solve their 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 market place.
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;
Crisis communications and crisis management;
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' business and industry. We then design a customized program that includes not only PR (and paid advertising as appropriate), but also business and financial analysis. With a baseline analysis of the client's company, we are able to:
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.