Every business and organization has a story.  The question is - HOW do you share your story with the rest of the world?  How do you control other stories and conversations about your brand?  

Welcome to the world of Public Relations!

PR is a “third-party” endorsement that can influence public perception, many times - more than pay-to-play advertising.  If you are looking to expand the reach of your business, and expose new people to your brand, you’ve come to the right place.  PR is the mechanism behind managing your organization’s communications and brand. It defines your business’s relationship with the public through strategic communication with your audience, and key players within your community.  

For some, PR  = Press Release. It makes sense. In reality, it’s so much more. D3’s Director of Public Relations created a go-to guide that breaks down PR in many different forms.  We hope you will find one (or more) that connects with your business goals and objectives.     

The Public Relations Umbrella

Public relations can be organized into two main categories: owned, and earned media. Each type works towards the same goal but uses different strategies to get there. A public relations strategy includes reaching, engaging, and building trust within your audience in different ways. 

Owned Media

Owned media consists of any content that your business is able to control. Your “owned media” acts as a home-base, as it’s often linked to when other people write about your brand or products. Owned media includes;

  1. Announcing New Hires, Certifications, Awards, and Honors

  2. Responding to Reviews on Social Media

  3. Product Launches, Events, Speaking Engagements 

  4. Reputation Management, including Damage Control and Crisis Strategies

  5. Relations with the Media, Government, Influencers, and Nonprofits

Earned Media

Earned media is used to boost conversation around your brand. This is essentially word-of-mouth and is arguably the best tactic to build your brand’s reputation. Earned media takes effort and consistency to establish, and can often be the hardest form of public relations to obtain, but also the most valuable. 

  1. Positive Social Media Reviews

  2. Media Relations

  3. Speaking Engagements

  4. Mentions in Industry News

“People don’t buy products, they buy brands.”

Source: HubSpot

Driving your public relations strategy through these media avenues can help build brand awareness, and by working in tandem with your marketing strategy, drive sales. Public relations is an ongoing strategy that uses a variety of tactics. This doesn’t all happen overnight; however, with a solid strategy and commitment to advocating for your brand and business, you’ll be on your way to building a memorable brand in no time.

For more information about how D3 can benefit your business, please contact D3 at 410-213-2400, or email us at solutions@d3corp.com.