In today’s digital-first world, brands often question how food and drink PR fits into the marketing mix.
If brands have a solid presence on social media, does that suffice? Is there merit in courting traditional media for editorial mentions if newspapers and magazines increasingly take a backseat regarding consumers’ media appetites?
The answer isn’t straightforward, and for every FMCG brand, the answer differs because of many nuanced factors. Some truths can help food and drink brands navigate whether food & drink pr should be a key player in their comms strategy.
Having a brand presence on social media IS a form of PR.
You may be the ‘journalist’, videographer, photographer, and publisher, but the content that you post is still working as a public relations tool. Journalists will often refer to social media channels when writing about your brand. Read any article on an online media outlet about a food trend or product consumers are going crazy for, and you will see that journalists use quotes from the public that have been posted on social media.
A presence on social media is considered a hygiene factor nowadays for consumer-facing brands. Although it is a PR tool, there are reasons that social media alone cannot fully maximise a brand’s PR potential.
Traditional media is also very much alive and kicking!
While the readership of hard copies of newspapers and magazines is in decline, collectively, millions of consumers still read them. Millions of more readers still read online editions; they offer an excellent platform to get your story out there. No brand will say no to PR coverage on a prime-time TV programme or radio show – they continue to be worth their weight in gold.
It is also worth bearing in mind off-page SEO. A compelling PR story placed in national digital news outlets has the ability to power traffic to a website. Furthermore, it can engage consumers in a way that advertising or a proprietary social media channel rarely does.
When brands consider their audience, traditional PR may be the best route for the brand or product. A general rule of thumb is, the older the audience, the less valid social media. Therefore, the more important media relations is. Again though, depending on the brand, there can be subtleties that can turn this rule on its head.
Maximise your brands PR potential
For most food and drink brands, it is crucial to implement social media marketing alongside a food & drink PR strategy to maximise their potential. The bias towards these disciplines will change depending on the products and audience. Furthermore, the tactics employed for each will differ markedly because of these factors. Doing both will ensure a more robust and effective marketing approach.
To speak with someone at Storm PF about the right food and drink PR strategy for your brand, contact hello@stormcom.co.uk.
