Public relations professionals have various roles and jobs they regularly fulfill for different clients with different demands. One of the main tasks of PR agents is building a strong brand image for their clients in order to maximize the general outreach to the public. To do so, it is crucial to establish a life of the brand online – creating profiles on several different social platforms and constant updating along with the current trends.
Positioning an image on social media is a task that requires quality information on the audience targeted, as choosing the right channel to reach them can be very delicate. A blog Sword and the Script described several useful PR positioning strategies (read the full article here: https://bit.ly/2Osoy77 ) and I have chosen the top 3:
1. Positioning with a niche
- this is a very narrow and specific way of positioning the brand. It's main trait is that it defines customer groups that are looking for a specific product or service making the process tailored for their needs. This way of positioning can help a smaller company grow, as it is more important to gain honest customers in the beginning who will help build brand loyalty, than trying to reach everyone and show the company's existence.
It is inevitable to conduct a market research to find out the demographics of the niche in order to decide which are the best channels to reach them – e.g. younger generations are more active on Instagram, while the older ones are mostly on Facebook.
More on niche targeting: https://bit.ly/2pTf06n
2. Positioning as a reinvention
- in order to stay fresh and current, a brand should be reinvented from time to time, not changing the roots but bringing a completely new and different feature that was never been seen before in the context of company's products and services. According to Dorie Clark for Harvard Business Review (article: https://bit.ly/1PjLbA0 ), when re-branding it is crucial to set realistic goals – decide where you want to be at the end of the process, settle down for the most unique and original feature about your brand in order to build it stronger, develop a story behind the it (e.g. background and history), reintroduce yourself in a most creative way to catch the attention and always stay true to the values of the brand – this gives you credibility. This positioning technique would require an omni-channel usage of social media as that way you could reach the maximum of public's attention.
3. Positioning as customer-centric
- this approach is truly different then the ones above – it focuses on customers and building an image around always being available to the needs of the clients. That gives a brand a market advantage as it requires many employees to be at their service showing how much the company cares, but it also means investing more money, so not many organizations do it. It is very important to build a healthy relationship with customers maximizing their experience with the company's products and services. Being avaliable to them through every channel possible will increase the wanted outreach (https://bit.ly/2sAw7u5).
Whichever way chosen, it should always bring something original to the business 'table' as that will make the brand stand out.
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