5 Tips for Using Public Relations to Build Your Brand Awareness Organically

Building brand awareness should be a key part of any brand’s marketing strategy, but do you know how to do this without relying on the ever changing social media algorithms that can make or break your business? Cultivating a strong brand presence will resonate with your existing and potential customers over again and keep them coming back without the need to rely solely spending money on advertising or banking on your social media. Here are five effective PR tips to help you build brand awareness naturally.

1. Editorial Coverage: Trusted Over Advertising

One question that crops up is whether editorial is more effective than advertising. The simple answer is that it certainly can be. Advertising is bought where editorial is something the media have chosen to write about your brand. Which would you rather trust?

Getting media coverage is based on pitching and building key relationships with journalists. Focus on pitching stories that are relevant to the media outlet / journalist and will offer value to their audience. It could be pitching your product for inclusion in an existing roundup or upcoming gift guide, or telling your story to your local publication to highlight your business success.

2. Influencer Partnerships: Focus on Engagement, Not Follower Count

In the age of social media, influencer partnerships are a powerful way to expand your brand's reach. Influencers are not just mega-celebrities with million of followers anymore - anyone can be an influencer and it is important to look at the engagement rate not just the number of followers.

Influencers that have a smaller following are often more trusted by the audience and have a higher engagement rate. You should never discount an influencer solely on their follower number, instead look at their content and if it would fit in well with your brand and brand values. The most authentic influencer partnerships are those where the influencer genuinely believes in the brand they’re promoting. This authenticity will shine through and resonate with their audience, helping your brand build trust in an organic and effective way.

3. Opinion Pieces or Real-Life Stories: Connect on a Personal Level

People love stories, especially those that feel personal, relatable, and real. Opinion pieces and personal stories provide an excellent opportunity to engage your audience while building brand awareness. For example, sharing why you started your business and how it has impacted your life can help humanise your brand and put a face to it, allowing customers to connect with you on an emotional level.

Similarly, if you’re a small business owner, writing about how you’ve built your brand or how your side hustle became a full-time business can inspire readers and show the real value behind your products or services. Another example could be a piece about your commitment to sustainability, explaining why it’s important to you and how your business is making a difference. These types of stories create a narrative that resonates with readers and strengthens the credibility of your brand and the regional publications are a good place to start pitching these types of pieces.

4. Competitions: A Low-Cost Way to Boost Brand Awareness

A fun and effective way to boost brand awareness, competitions and giveaways are a chance for brands to engage with their audience and encourage participation.

Partnering with a publication will lead to a higher reach and can often be a money saver as it can result in the same coverage you would get for advertising - for example a full page in a magazine - for much less than the going advertising rate.

5. Engaging Directly with Potential Customers and Buyers: Build Trust with Timely Responses

Building a loyal customer base is all about making connections. When you get people reaching out - via social media, email or even by the phone make sure to respond quickly and authentically. Engaging with customers directly shows you care and are genuinely there to help which in turn build trust in your brand.

Whether it’s addressing a complaint, offering advice, or simply acknowledging a positive review, showing that you care and are actively listening creates trust. The more responsive and approachable you are, the more likely customers will share their positive experiences with others, naturally growing your brand’s presence.

In Conclusion

PR isn’t just for companies with household names and endless budgets. It offers businesses of all sizes a wealth of opportunities to organically build brand awareness through a variety of ways. The key is to stay authentic and consistent in your efforts, ensuring that your brand’s reputation is built on trust and genuine connections.