Trying to decide if you should hire a PR agency? So many questions to answer – what exactly IS PR? Should you sign on with a PR agency or work with influencers? If PR, WHEN should you hire a PR agency? And how do you pick the right agency – what questions should you ask beforehand and in an interview to find the right fit?
This is the first in our two-part series on “Hiring a PR Agency” where we answer the first big questions: what is PR, how does it compare to influencer marketing, and which should you choose?
Check out part II here: “Hiring a PR Agency: How (and When) to Hire the Right One.”
Why PR Matters: The Key to Building a Strong, Trusted CPG Brand
In today’s marketing landscape, brands have more ways than ever to reach consumers. Influencer marketing and social media have joined the more established paid advertising and public relations (PR) as powerful tools for generating brand awareness and engagement. However, while these tactics are valuable, they work best when combined with PR. PR builds credibility, expands visibility, and fosters long-term brand loyalty in ways that other marketing channels cannot achieve on their own.
For natural products consumer packaged goods (CPG) companies, where brand trust and reputation directly impact sales, PR is essential for differentiating from competitors, gaining consumer confidence, building loyalty, and securing lasting recognition in the marketplace. Let’s dive in to why investing in PR is the essential foundation for a successful marketing plan:
The Unique Value of PR for CPG Companies
PR focuses on earned media by building relationships with journalists, securing press coverage, and generating organic buzz through storytelling, newsworthy angles, and strategic media outreach. This means securing organic coverage in reputable and long-loved publications, industry reports, and news segments. This exposure carries more weight because it is authentic, not bought. When a respected journalist or publication features your brand, it lends credibility and trustworthiness that an influencer’s sponsored post (a paid advertisement) cannot match.
PR also helps position your brand as an industry leader by securing thought leadership opportunities like guest articles, expert commentary, and speaking engagements. These strategies not only increase visibility but also establish long-term authority in your category.
A well-crafted PR strategy can strengthen your brand’s reputation, mitigate crises, and maintain consumer goodwill. PR goes deeper with storytelling, layering in expert recommendations and facts to build trust and create meaningful, high-impact, and long-lasting results.
PR and Influencer Marketing: A Powerful Combination
While PR and influencer marketing serve different purposes, they work best when used together. Both PR and influencer marketing are excellent tools for increasing visibility, and reaching targeted audiences. Influencer marketing is fleeting, fast-acting and best for driving engagement. On the other hand, PR results can take time to cultivate, but provide genuine, third-party validation via trusted media coverage, building a brand’s credibility in a way that influencer partnerships alone cannot.
By integrating PR with influencer marketing, brands can reach consumers across multiple touchpoints, such as through a feature in a top-tier publication, via an industry expert’s endorsement, or on an influencer’s social media recommendation. This multi-channel approach ensures that your brand is not only seen but also trusted and respected within the industry.
The Long-Term Benefits of PR
A strong PR strategy provides lasting brand value by securing “earned” (i.e. not bought) media coverage and thought leadership opportunities. While influencer marketing requires continuous investment in partnerships and content creation, PR efforts – such as media placements and speaking engagements – offer long-term visibility without ongoing costs. A single well-placed article in a top-tier publication can generate credibility and awareness that lasts for years.
Why PR is Essential Alongside Other Marketing Strategies
While PR and influencer marketing serve different purposes, they work best when used together. Both PR and influencer marketing are excellent tools for increasing visibility, and reaching targeted audiences. Influencer marketing is fleeting, fast-acting and best for driving engagement. On the other hand, PR results can take time to cultivate, but provide genuine, third-party validation via trusted media PR is not a replacement for influencer marketing, advertising, or social media – it is the foundation for them. A strong PR strategy enhances and supports all other marketing efforts by establishing and amplifying your brand’s message through credible sources. While influencer marketing and paid ads drive immediate engagement, PR builds a foundation of trust and authority that needs to be in place first, and strengthens all other marketing initiatives.
PR also opens the door for strategic partnerships and collaborations beyond influencer marketing. Strong media relationships can lead to brand features, exclusive interviews, and co-branded partnership initiatives that extend your reach and enhance credibility in ways that other marketing strategies may not.
If you’re wondering when and how to hire a PR agency, check out our blog post on “How to Hire the Right PR Agency – and When.” And if you’re ready to take your brand’s PR to the next level, contact us—we’d love to help you build a strategy that works.
