How can you use Public Relations theories to promote new products?

There is theory which says - "PR builds credibility and Advertising build recall". For new products, credibility and gaining trust is a 'must' before you paint the town red with high-decibel marketing campaigns.

Well I'm currently leveraging the "Two-Way Symmetrical Model" with my client a Fintech company that recently launched a tipping platform for creatives to monetise their work. We engage in open and honest communication with both our target audience (creatives who will use the platform) and their fans (who will be tipping them through QR codes). This kind of dialogue not only helps us promote the product's features and benefits but also actively listen to feedback, concerns, and suggestions from both parties. At the end of the day, this approach can lead to product improvements, increased user satisfaction, and enhanced trust in the brand. We are not only promoting the product but also strengthening our relationship with the user community.

Strategic campaigns are at the heart of PR, guided by models like RACE (Research, Action, Communication, and Evaluation). These models emphasize research, clear objectives, persuasive messaging, and measurable outcomes. PR practitioners aim to create a holistic impact on audience behavior, whether it’s driving product sales or garnering support for a cause. In today’s competitive landscape, applying these principles to product launches and other initiatives is essential for achieving desired outcomes.

There is no Public Relations theory that can help you in promoting a new product. The only thing that helps for sure is the waste of experience of building similar campaigns throughout the years.

Leveraging PR theories with in-depth research is the prime step in the evolving market dynamics, that can effectively promote new products. The Situational Theory of Publics helps identify & engage with the right audience. The Excellence Theory ensures two-way communication for better understanding and feedback. The Agenda-Setting Theory is used to prioritize product features in communications to align with the public interest. The Diffusion of Innovations Theory aids in understanding how the product can be adopted in the market. Lastly, the Social Exchange Theory helps in building relationships with the audience by providing value. These theories, when used together, can create a comprehensive & effective PR strategy for product promotion.

The image of a reliable expert is key in brand building. It is a mix of brand awareness, positive reviews and loyalty. The excellence theory is based on brand awareness and trust. This is a stable basis for a long-term strategy.

This is moreso categorized as earned media — a strategy to help reach goals. Important delineation and unique usage of the word “influence” with media and PR Professionals… while PR Pros reach out via pitch for earned coverage, the pitch must have sound data, insights, tension, relevancy to drive placement consideration. These elements are key as not to mention, ideally, the targeted outlet resonates and is consumed by the target audience/s and there are ample assets to support the pitch.

PR theories in conjunction with the Agenda-Setting Theory can significantly enhance the promotion of new products. The things that we need to consider are: 1. Strategic Messaging in Tune with Current Trends 2. Craft well-structured press releases 3. Showcase your brand's thought leadership by crafting opinion pieces and op-eds

The everyday life of a PR professional is mostly spent on influencing target audience's (TA) awareness and adoption: the end goal is to sell products, but no one will pay for your products just because you ask them to. Ideally, your product needs to have at least one of the five factors for you to build an effective PR campaign around. Depending on which stage your TA stands on adopting your product, you'll also set up a parameter for your campaign: how familiar your TA is with your product, and most importantly, your competitors' products. This will determine your strategy and thus effectiveness of such strategy.

When it comes to public relations and innovation, we need to be able to demonstrate in our communications campaigns how our product stands out from existing products on the market, and the benefits in terms of innovation for those who adopt it !

The social exchange theory has recently been adopted by many MSMEs, especially those who offer services through e-commerce and social media platforms. It is important to emphasize the positive outcomes and benefits that customers can gain from using your product. This could be in the form of increased convenience, improved functionality, time savings, cost savings, or any other value that the product provides. You can also leverage the positive social interactions that can come from using the product. This might include testimonials, reviews, case studies, or endorsements from influential individuals within the target audience.

the theory for me is to involve the first customers in the development process, so that they become your 1st ambassadors: >Solicit customer feedback before and during product development, >Create a community around the product to foster commitment and loyalty.

Leverage PR theories for product launches: Situational Theory helps tailor messages per audience awareness, while Excellence Theory builds lasting brand relationships. Agenda-Setting garners media spotlight, Diffusion of Innovations speeds up product uptake, and Social Exchange emphasizes value propositions. Each theory, a tactical gear in a well-oiled launch machine, driving engagement and adoption seamlessly.