Before beginning press outreach for a brand, there is always a series of steps that need to be met and structured to guarantee a press placement. I work with numerous clients that may not initially know of the specifications that press platforms look for before featuring a company. How do you know when your brand is ready for press? The first company necessity that I recommend is to have your brand developed and finalized before any press outreach. The purpose of press and publicity is, after all, to inform the public of your brand. However, a huge ‘PR No No’ is to jump the gun and push your company message before it is entirely ready. Just for our entrepreneurs and fellow professionals, we bring to you all the necessary steps to take before pitching to press. I’m dishing out the secret and providing the brand development and brand awareness steps that should occur before taking the brand public.
Brand Development
Developing your brand to its present and future goals is highly important in both visual and verbal awareness efforts. Take the time to finalize exactly what your brand is and what it will be seen as to the public. Don’t pitch a story without a clear ending.
1.) Logo Design. Having a proper and professional Logo Design that will best represent your brand is vital. Your logo will serve as a visual trademark for your brand for the next several years in business. Many press platforms will incorporate your logo into the placement to best represent your brand to the readers.
2.) Professional Website. I can’t stress enough how necessary it really is to have a professional website developed, by a PROFESSIONAL. Your website is the first representation of your company. It is what people will automatically seek out when coming across your brand. It should visually and organizationally stand for your work efforts. Press platforms will also link to your website and many times, press will not publish your story if they see that your brand is poorly represented.
3.) Social Media Setups. If you’re trying to gain recognition for your company, you will also want to obtain necessary social media sites. Many times, press and public will search your brand on social media. Develop a consistent strategy so that when your company is being shared, it is easily ‘searchable’ but also well put together. Which social media platforms should you have? Facebook, Twitter, Pinterest and Instagram first and foremost.
4.) Professional headshots or stock images. When obtaining press, you want to make sure that you have plenty of represented brand images to include in publicity and press stories. Typically, press will request a professional headshot of the owner of the company and product images. One secret tip: Have an assortment of images to use with publicity! You don’t want repetitive images on every press platform!
Brand Awareness
At CL Collective, we not only offer press outreach and publicity services but the development steps to occur before taking a brand public. Brand Awareness is the development and formal plan of your defined message and how you’re going to have your message heard.
1.) Develop a Brand Awareness Strategy. Before beginning your brand awareness strategy, of course, make sure your brand identity is set. Who are you as a company? What is your company goal? Do you have a tagline? These are the factors you want to consider before developing the specified ‘brand message’ you want to put out into the public. Then, develop the plan in how you intend on gaining brand awareness and recognition.
2.) Public Push. Making the customer and brand consumers aware of the brand before seeking out press placements is highly recommended. Before securing a story, many editors research the brand’s credibility and
Reputation before publishing. Make sure you have a brand that is google-able, so to say. How do you gain awareness and recognition?
Leveraging the Web. One word-Bloggers: The ultimate perk of the ‘new age media’. Engage with bloggers to cross promote your brand with their platform. Offer your company as an addition source of web leverage.
3.) Social Engagement. Social Media outreach and management should be utilized to interact with your ideal audience and overall, make people aware of your brand. Utilize image-based content for maximum interaction. Secondly, develop an e-mail list and create a bi-weekly newsletter. This will help develop and increase consumer outreach.
Giveaways/Contests. How else would you want your product seen other than pushing your product to the public; Don’t be afraid to offer a giveaway. Generate the hype and get people talking!
4.) Product Placement and Reviews. Take my word for it, make best friends with community bloggers, and bloggers around the country even! They are the leading source in raising brand awareness.
Once you’re on the roll and finalized with brand development and awareness, congratulations! You are ready for PRESS!
To develop brand finalization, brand identity, or a press plan for your company, e-mail charissalaurenl@gmail.com.
