Today PR (or public relations, public relations) is one of the most important tools for the implementation of strategic and tactical business tasks. Its importance in the introduction and promotion of a new product to the market can hardly be overestimated.
Instructions
Step 1
PR is the management of public opinion by building effective communications between the company and society. The key goal of PR when promoting a product is the actualization and formation of needs for it. Public relations professionals should prepare consumers for the new offer, as well as help build interest in it. Without this, even the most advanced product, in which a lot of money has been invested, may be unclaimed.
Step 2
To create an effective PR campaign for a product, you need to take into account a set of factors. So, you need to choose the right time for it. If you start promoting very early, it can attract the attention of competitors who can get ahead of you in bringing a new product to market. It is also important to choose the right channels for product promotion. For example, to promote a product from the b2b segment, it makes no sense to spend the budget on large-circulation publications, but you can limit yourself to placing articles in narrow-profile magazines. It is also necessary to localize the PR campaign in those regions in which sales are planned.
Step 3
A PR campaign can be divided into two major stages. Initially, the necessary information background is created to bring the product to the market. At the same time, there is no emphasis on the product itself. For example, a health food manufacturer might post a series of articles on the health benefits of eating healthily and the negative health effects of obesity. In this case, PR will be aimed at shaping a fashion for a healthy lifestyle, which will create a fertile ground for promoting the company's products to the market.
Step 4
The product itself is presented to consumers immediately at the time of the release of its first samples. In this case, the emphasis is on the advantages of the product over its counterparts. As many people as possible from among the representatives of the target audience should learn about the product being promoted, and also be interested in purchasing it. These are the key objectives of this phase. Among the PR methods used, one can single out the organization of exhibitions, tastings, collection shows. Such events are usually accompanied by briefings and press conferences for journalists.
Step 5
In addition to creating a favorable consumer environment and increasing consumer awareness of the product, another important PR function in promoting a product is to establish customer feedback. This allows you to make adjustments to the marketing policy and refine the product in accordance with the wishes of consumers. Also, building a model of effective communication with customers can improve the company's image in their eyes and contribute to the formation of brand loyalty. The range of methods for providing feedback is very diverse. Among them, the creation of consumer clubs, the invitation of regular customers to the presentation of new products, the introduction of a system of discounts and additional privileges are distinguished.
