Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Public relations is not advertising or sponsored content, and it’s more than crisis management. Public relations is the process of managing reputations, telling meaningful stories and steering the conversation about an organization.
As S.H. Simmons put it, “If a young man tells his date how handsome, smart, and successful he is — that’s advertising. If the young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If someone else tells the young woman how handsome, smart, and successful her date is — that’s PR.”
At Merit, public relations just became much more impactful with the addition of Market Invention.
Market Invention is the single most powerful move an organization can make to future-proof its business and set their brand apart from competition. The principles of Market Invention are behind companies like HubSpot, Peloton, Airbnb, and Dollar Shave Club.
For Market Invention to ultimately be successful, a unique, complementary PR approach is critical and mandatory. If you’re trying to connect with a target audience in a new way, you need a strategic shift in messaging, channels, and tactics. With some creativity and original thinking, the public relations shift can even be a market invention by itself.
If you’re attempting to invent new opportunities and exceptionally set your company apart, a concerted public relations effort will be a key component to that effort. To learn more about the Market Invention process and the role of public relations, continue reading here.