In today’s vast sea of brands, the competition is fiercer than ever. As more people leave the traditional workforce to venture into business ownership, a significant number of brands remain unheard and invisible, despite offering valuable solutions to consumers. The reason behind this often lies in their lack of visibility and exposure to global markets. Interestingly, some brands may thrive in local markets more than global ones, but the direction a brand takes is largely influenced by the business owner’s perspective and vision.

The Corporate Escapee

Consider the business owner who recently left a corporate job, believing that their corporate accolades will pave the way for entrepreneurial success. This individual often assumes that a high-ticket consumer is eagerly waiting for them, but they quickly find themselves among hundreds of other hopefuls. In the business sector, what truly sets a brand apart is not the corporate titles or tenure, but performance, capabilities, and social media influence. Those lacking in these areas might turn to artificial intelligence options in the hopes of a viral campaign. However, such campaigns often lack substance and fail to achieve sustainable success without the “secret sauce” of credibility and endorsement.

The Power of Public Relations

This is where public relations practitioners come into play as a crucial asset for any brand. One of the wealthiest individuals in capitalism once stated that the last department he would ever let go of is public relations. A well-versed public relations practitioner can influence media and other resources to garner earned media for a brand. This is vital because media outlets have an obligation to provide factual and valuable content to their audiences, ensuring that the brands they cover are credible and sustainable.

The Importance of Earned Media

Earned media, generated through the efforts of a skilled public relations professional, is significant because it offers a stamp of credibility. Media outlets perform due diligence before endorsing or covering any brand, ensuring that the brand provides a genuine solution that consumers can benefit from. Larry King, for example, was a master at endorsing products on his show. His endorsement of fish oil pills during his late-night television series led to millions of sales, as the product was proven effective and supported by expert testimonies.

Building a Public Presence

Every brand aspires to reach the top, but this requires diligent effort and strategic public relations. Business owners must be committed to the journey, continuously enhancing their product or service while publicly sharing their progress. Regular press releases are essential, not for instant fame or quick profits, but to build public assets and demonstrate the brand’s grit and sustainability. When in the room with decision-makers, being able to reference public records that showcase the brand’s advancement is crucial.

The Role of Local Media

At the core of any successful brand is a solid public relations strategy that positions the brand at the forefront. Media outlets are more likely to provide coverage when they see a brand actively engaging with its audience and showing consistent growth. Mainstream media coverage is a goal, but starting with local media outlets is imperative. Local media are tasked with promoting local development and small to mid-size businesses, making them an ideal starting point for building awareness.

Being Readily Available

To ensure no brand remains invisible, business owners must be fully committed to the ride to success. Having a spokesperson, often a public relations professional, available for interviews and media engagements is crucial. This ensures that the brand remains visible and top-of-mind for both local and global audiences. By leveraging the power of public relations and maintaining an active, transparent presence, any brand can avoid taking a back seat and instead move forward confidently toward success.

In conclusion, the visibility and success of a brand are heavily dependent on the commitment of its business owner to public relations. By engaging with media, maintaining transparency, and continuously demonstrating value, brands can rise above the competition and secure their place in the marketplace.

Tam Lawrence

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