TJC’s Approach to Brand vs Performance PR
Is public relations a long term brand building tool or a short term performance driver?
"Brand PR" focuses on building a positive image and reputation for a company or brand over time.
Brand PR aims to establish trust and loyalty with a wider audience through storytelling and emotional connection. Brand PR is a long-term strategy. "Performance PR" prioritizes measurable, immediate results like driving sales or lead generation. Performance PR uses targeted campaigns with clear, quantifiable metrics and often utilizes tactics that directly link PR efforts to specific actions like website visits or conversions. Performance PR is a short-term tactic.
TJC believes that both Brand PR and Performance PR are important for a company's overall success, and balances both when developing client strategies. TJC uses broader messaging that appeals to emotions and values for Brand PR. Performance PR utilizes more targeted messaging designed to prompt immediate action, like a conversion or a sale. Similarly, different but complementary tactics can lead to results that strengthen the long term value of the brand, or deliver short term performance. Examples include:
Brand PR - feature story pitches or company milestone releases, desksides, thought leadership articles, ongoing influencer partnerships, brand storytelling campaigns, and relationship building events, strategic on-brand partnerships that build awareness
Performance PR - e-comm and product-focused pitches (including wine releases), affiliate PR, influencer partnerships with a specific call to action (i.e. new product launch to buy), sign up or sales-related partnerships/collabs, events with a conversion (traffic/sales) component
When applying PR to growth strategies, companies should consider:
● Their overall goals. What are they hoping to achieve with PR?
● Their target audience. Who are they trying to reach?
● Their budget. How much can they afford to spend on PR, and does it need to be supported by short wins, or can long term sustainable growth also be considered?
● Their timeline. How quickly do they need to see results?
By considering these factors, we work with companies to develop a PR strategy that will help them achieve their desired results. Let’s chat more about it—reach out here.