Public Relations in Marketing

Businesses hoping to a build better reputation could benefit from utilising PR (Public Relations).

PR is known to be a form of advertising that can help heighten a businesses public image. There are many ways PR can be involved in the marketing strategy for a brand like using an event for a product launch or using a social media strategy.

Let's have a look at an example to see how a business used PR to support the brand and product on the market.

This is HiSmile. No, this part is not an advertisement for them, but for those may not be totally familiar with the brand:

HiSmile is known as the 'world's most advanced' teeth whitening system that can be done in the comfort of your own home.

HiSmile was launched back in 2014, being funded solely by the founders Mirkovic and Tomic. Since it's launch HiSmile has built quite the empire, continuing to surpass many competitors. Let's have a look at how they did it.

When HiSmile first introduced its product to the market there weren't many like it, making their product unique and breakthrough the clutter in the online world. Having identified their target audience as 16-24 year old females, a social media strategy was implemented.

Now you might be wondering what this has to do with public relations, well part of HiSmile's social media strategy was to implement endorsers and utilise PR to build brand awareness and increase purchases.

HiSmile targeted social media influencers and known celebrities that fit within the likes of the target audience to promote the product. Starting with distributing their the at-home teeth whitening kit to micro-influences, got the initial ball rolling for the company, when the niche audiences of the micro-influences started purchasing the product.

In 2016, the brand expanded by reaching out to Kylie Jenner, American Media Personality and mega-influencer, who shared the same audience as HiSmile's target was the ideal candidate. Partnering with the mega-influencer, who ensured the product also aligned with her image, allowed the product to gain exposure on a larger scale.

Building relations with endorsers allows a business to engage with varying audiences. Because HiSmile used a range of endorsers allowed the brand to be introduced into niche and large audience through influencers. Using PR promotes credibility for the brand, when seeing a trusted influencer use a product reassures the credibility of the brand and what its selling. You just have to know who the right endorsers are for your brand.

Let me know what your thought and what you think of the use of public relations in a business.

Thanks for reading :)