The Rising Tide Society Feature
"People do not buy goods and services; they buy relations, stories and magic." -Seth Godin
Each month the Rising Tide Society focuses on a new topic to educate its business savvy members. This monthly education guide is a tool for connecting creatives at Tuesdays Together gatherings across the nation. I a BEYOND honored to be a part of the May guide focusing on Marketing and PR! The article is titled "Power And PR" -- here's a little excerpt into this article!
WHY THE CONFUSION?
For the record, I’d like to set a few things straight… public relations and marketing are not the same. I see these terms used interchangeably all the time (hey, I am also at fault for this at times!) but in order to truly connect with you in this article, let’s break the two down as simply as possible…
PR—the way you communicate with the public (aka, your target audience!) via news or press
MARKETING—the action of promoting or selling your products + services
It’s really that simple!
PR is a dynamic tool that gives you the power. It allows you to decide how people perceive you and your business. Here’s an example of PR that I believe you will easily relate to: Being interviewed and featured on a national blog where you share your story along with business tips and tricks. THAT is PR!
Marketing, on the other hand, is your process. This is all about your strategy and the activities or set of institutions you establish in order to sell your products and services. A perfect example of marketing is the creation of your monthly social media content calendar. This is your process for selling your business on a daily basis through various platforms.
Can I tell you a secret? With effective PR, you can tell your target audience how they should think and feel about you. Kind of crazy, right?
WHAT MAKES ME QUALIFIED?
Okay, so you are probably wondering—what makes me qualified to educate you on this topic? You may know me as the CEO of POSH PR®, an agency that specializes in fashion PR and the design, planning, and execution of fashion infused weddings and events.
Here’s a fun fact that surprises most people: Before the origination of POSH PR®, I was a national sales manager for a small technology oriented pharmaceutical firm that specialized in the research, development, and marketing of newly developed nutraceuticals.
I know, right? Now, I run a girly and glamorous business where we were tutus on Tuesdays, give candy pink kisses and know that Champagne Is Always The Answer®! Or so you think…
KEEPING IT REAL
Don’t worry…. I DO love tulle skirts, pink lipstick and, of course, champagne! However, through this business mantra, if you will, I communicate who I am with my target audience, what it’s like to work with me and give them a little insight into POSH PR®’s girly and fashion infused brand + lifestyle.
True story: When I founded POSH PR® and began the branding process I was trying hard to not be “too pink” or “too girly” or “too fashion forward”—I was trying to not be me. I wanted to fit right in with the rest, which sounds CRAZY to say that out-loud! You know what happened? I was attracting the wrong client and there was a disconnect between my brand and my heart. The best business decision I ever made was to move forward fearlessly with a brand that was unique to me.
This is where effective PR played an important role in my business and new brand—I needed positive press in order to communicate my new messaging with my target audience. And it worked!
LET’S DO THIS
Okay, so you may be wondering how to utilize the power of PR and create a strong relationship with your target audience.