5 Ways Great PR Campaigns Build Successful Brand Identity

Kristyn Snell (She/Her)

April 30, 2024

Public relations, or PR, is like the ultimate hype person for your brand. It's all about crafting a credible image and getting people excited about what your company does. Think of it like a backstage pass that lets your business show off its best side in the media spotlight. 

Just as businesses strive to cut through the clutter and reach customers through various marketing and communications tactics, public relations can play an important role in ensuring your brand is gaining traction in your industry and gaining credibility through positive media coverage. 

Whether your goals are to launch a new business or product, change perceptions, or increase sales, using PR campaigns to sculpt brand identity can help build your reputation with your target audience.

What Is a PR Campaign?

A PR campaign is formed after developing an effective PR strategy, and can be a game changer in shaping public opinion about your brand. 

It’s like making a movie, but for your brand. A PR campaign is a series of carefully planned actions designed to get your brand some major attention and love from the public. 

Picture this: A travel company wants to launch a new wellness resort. The PR campaign might kick off with a big event complete with tours and a sampling of experiences unique to the property. Partners, media, and social media influencers attend the event and see first-hand what a guest will experience. Media do interviews and take photos, and influencers share content on their channels. 

After the event, the brand shares influencer content across their social channels and engages with the influencer’s audiences to encourage awareness and grow community. The media publish exclusive stories in travel magazines and online outlets, talking up the luxurious experience waiting for guests. Each step is like a scene in a movie, all aimed at creating a buzz that draws people in and gets them talking about the resort. 

So, an effective PR campaign combines creativity, timing, and a splash of fun to create buzz and attention to capture everyone's imagination. The visual elements help future guests to imagine themselves there, and the storytelling elements showcase the unique and intriguing details of the property. 

5 Ways Great PR Builds Successful Brand Identity

As a business owner or manager, you know how fierce your competition is. You also know that you bring something unique to the table that your competitors don’t. But how do you set yourself apart from the pack or reach a specific audience? 

From advertising and social media to influencer marketing, there are many different avenues you can explore to get noticed. Among them, public relations remains a stand-out option, taking a multifaceted approach to successful brand building. Better yet, combining PR with digital tactics helps you to reach your audiences where they are.

Here are 5 reasons to integrate PR with your overall marketing strategy.

Reaches Your Target Audience

PR can help build a strong brand identity by getting your story in front of your key audience. A consistent presence across a mix of media channels helps keep your brand stay top of mind. It allows you to build lasting relationships, both with your customers and the media covering your industry. 

A strong PR strategy can help you leverage the power of earned media to reach your audience through various touchpoints to achieve business goals such as:

  • Brand awareness
  • Gaining trust & brand loyalty
  • Announcing new products

Tells Your Brand's Unique Story

PR professionals act as objective listeners to determine the key stories about your business that will impact consumer behaviour. They get to know your target customer and their motivations to determine stories and messages that will resonate with them and the media that cover your industry. 

For example, you may have developed a business solution that seems obvious. However, it may be considered innovative and newsworthy, fitting into a current trend or global theme about tech innovation or corporate responsibility. PR professionals will know how to frame it and who to contact.

Increases Brand Trust & Credibility

Mainstream media and trusted journalists continue to be important sources of information for consumers despite the decreasing media landscape. Media coverage acts as a third-party endorsement, adding authenticity and influence to the messaging about your brand. 

Generating positive and accurate news coverage about your brand helps to increase trust and credibility with your consumers and can be a helpful tool in addition to your marketing efforts. 

Enhances Brand Visibility

You can partner with influencers and media outlets to gain brand visibility and reach your target audience with unique and captivating content. Both influencers and media outlets have curated their unique audiences and have built the trust of their followers by providing engaging content that resonates.

By finding an influencer or outlet that aligns with your brand and reaches your target audience, you can leverage their following and create awareness for your brand or product.

Often, influencers have developed a very niche following, which allows you to target a very specific type of consumer versus other digital marketing efforts. Influencer partnerships come with unique opportunities, such as:

  • Offering a different channel and content opportunity than traditional advertising 
  • Being a cost-effective marketing and PR tactic 
  • Benefitting from increased engagement
  • Showing audiences a variety of fresh content

You should also look for ways to integrate and amplify influencer or media content across other channels in the marketing plan to maximize the effects of this partnership.

Supports Crisis Management

Where PR used to rely solely on strong relationships with journalists to secure media coverage or get a heads up about an upcoming story in the paper or evening news, social media has created a 24-hour news cycle

The line between “career journalist” and “citizen journalist” has blurred, and now, a video of a negative interaction can go viral in minutes. Brands can no longer quash a story before it runs or even provide a reaction.

How a company reacts to a crisis or issue is crucial in returning from the incident. There is an increased need for crisis communications and issues management to protect a brand's identity. Sensitivity training for social media and customer service teams and media training for executives are becoming more prevalent in mitigating risk in case of a negative incident.

Power Up Your Brand Identity with an Effective PR Campaign

Your brand’s image is an integral part of its success. Effective PR campaigns can help construct the right image, tell the right story, and put your brand in front of the right audience—not to mention come up with the right PR crisis strategy, should it be required.

Wondering how PR can work for your business? Get in touch with the MODERNSPEAK team today by calling 1(587)414-7825 or emailing hello@modernspeak.co


What is a PR strategy?

A PR (Public Relations) strategy is like a game plan for how a company itself to the world to achieve its goals. It involves figuring out key messaging and the best ways to share the company's story, whether it's through news articles, influencer partnerships, social media, or events that get people talking.

The goal is to make people aware of your brand, show it in a positive light, and build trust with the public. By carefully planning which messages to send out, where you place them, and timing, your company can connect with its target audience and make a strong, positive impact on how it's seen.

How do you measure the results of a PR campaign?

Measuring the results of a PR campaign is essential in determining how successful the campaign was in getting your message out and making a positive impact. Measure results that directly relate to the goals of a campaign, whether it’s awareness, sales, or engagement. Here are some ways you can do this:

  • Media Coverage: Look at the kind of attention the campaign got in the news, blogs, magazines, and other media. More coverage usually means the campaign is doing well, especially if your story is covered in features specifically about your company as opposed to round-up pieces. 
  • Social Media Metrics: Depending on the goals of your social media efforts, you can measure likes, shares, comments, and new followers you've gained on social media platforms. This shows how engaging and interesting your campaign has been to your audience.
  • Website Traffic: Monitor any spikes in visits to your company’s website. A successful PR campaign can drive more people to your site, where they can learn more about your products or services.
  • Audience Engagement: Look at how people are interacting with your campaign. Are they asking questions, giving feedback, or participating in campaign-related events? This interaction is a good sign that your campaign is resonating with them.
  • Sales or Conversions: Sometimes, the ultimate goal of a PR campaign is to boost sales or get more people to use a service. If there's an increase in these areas during or after your campaign, it might be thanks to PR efforts.

What are the key elements of a successful PR campaign?

A successful PR campaign is made up of various elements that enhance brand visibility and reputation. These include:

  • Setting clear objectives
  • Defining your target audience
  • Crafting compelling messaging
  • Planning strategic media outreach
  • Creating quality content
  • Amplifying and engaging with media and social posts
  • Ensuring timeliness and relevance
  • Monitoring and adapting your strategy
  • Evaluating the results

Need help creating a PR strategy or running a campaign? Let’s talk.

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