Nata PR School (EN‪)‬ Natalie Bibeau

There's a particular mystery surrounding the profession of public relations.

If you're not familiar with PR, the first thoughts that probably come to mind about public relations are:


a personality or a company that is in hot water needs PR;
executives who need to polish their image.



You're right because we're talking about:


crisis management,
reputation management.



However, for over 20 years, many agencies and numerous professionals have specialized in promoting consumer products.



I'm one of those pioneers who dedicated their knowledge and skills to public relations to showcase products.

I admit that after working with numerous artists, I wanted to simplify my life. That led me to turn to public relations for brands and products.

What traditional agencies called more than twenty years ago: "PR marketing."

And precisely over 20 years ago, when I founded NATA PR, the now famous haircare brand Kérastase hired my services.

This led me to develop expertise in "MARKETING PR."

I have loved highlighting Kérastase for over 13 years. Over time, we at NATA PR have become beauty, luxury, and high-quality product experts.



You might think you don't need public relations because you don't have a reputation to protect and no crisis on the horizon?

You're mistaken not to take a closer look at what public relations can offer you today.

I wanted to develop a quick guide to PR 101.

Basic Public Relations 101 can be powerful for:


announcing the creation and founding of a new company
launching a product
celebrating an anniversary;
securing funding after initial investment
exporting
sharing your trials, hardships
highlighting creative or business partnerships
promoting your local production, craftsmanship
promoting programs you've implemented for your mental health and that of your employees
presenting how you implement the 4-day workweek, etc.

The list of reasons to consider PR is long. You can interest journalists in your story if you have a product, service, or business activity that fits current trends.

For example, if your company cafeteria becomes vegan at the request of your employees, there's a story to tell here.

So PR 101 will be valuable to you.

Yes, you can post a text about your cafeteria on Facebook and LinkedIn. Still, if a journalist picks up this story, it will have a much more significant impact, reaching a larger audience.

And it's this article that will make you known and make new employees want to work for you.



PR 101


Press relations are there to make you known
Social media does not replace PR

And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL in a few weeks.

BE THE FIRST

There are limited spots; sign up for our waiting list to reserve your spot with priority.

https://bit.ly/3U1LWYW



I'm here to help.

Nata



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Although NATA PR agency is a leader in promoting high-end products in North America, it is always easier for us to interest the media when brands have a story to tell.



The media loves:


Founders who have a deep understanding of their product
True stories behind the creation of a company or product
Spokespersons who have real-world knowledge of their market and don't mince words



At NATA PR agency, we are experts in supporting companies entering the North American market. We know how to tell their story.

I remember a French beauty brand whose founders moved to New York with their family for five years to understand this vast market fully.

Even today, I greatly admire these founders who set aside their ego and immense European success to enter a market where they were completely unknown.

These leaders had the humility to go into the field to gather consumer feedback, which was not always positive about their packaging and products.

They then took stock to completely rework their product presentation, review messages, and information.

They listened to what their future consumers had to say and took the necessary steps for their products to be understood and appreciated in a brand-new market.

We were fortunate to introduce the founders to the media.

Yes, this was before the pandemic, and for five years, we could organize meetings with journalists who loved discovering the story of this brand.

We were the perfect intermediary to help this brand convey its story and culture and become known in a brand-new market.

Public relations to tell brands' stories are extremely powerful.



Want to learn more? Contact me.

I'm here to help.

Nata



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What are public relations for, exactly?

The simplest answer:

Public relations are meant to make you known and increase your notoriety.



Why?

To gain the trust of your clients.

When they find themselves choosing between you and your competitors' brand, the chances of them choosing you, if they've heard of you, are multiplied by:

"80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy." Social Sprou

But if you're like my relatives and family, you probably wonder how public relations professionals do it.

My relatives will tell you about my work that


I write press releases
I send them to journalists



Yes, that's the basis of what all public relations professionals do.

But where public relations become exciting and strategic is in the what, how:


What is the news?
What are the keywords to present our information?
How are we going to tell this story?
To whom are we going to send it?
When to send this information for maximum impact
How are we going to present the news?



I love discussing all these points with my teams because no two public relations campaigns are alike.

Everything is different each time!



Let's talk about a concrete example:

A jeans company we've worked with for many years had just produced a video of utmost importance to them.

"Hurry, we need to send our video to journalists!" our client asked.



Yes, but what's the news?

"We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we're trying to reduce returns by more than 30%!"

So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:



Don't buy jeans before watching this video.

Then, we wondered which media outlets were most likely to broadcast this news.

Our first choice was La Presse, the largest French-language daily in North America, where our client is based.

And yes, we got featured in this major newspaper and after that many other websites and publications.



What do you think?



Do you understand what PR is for a bit better?



Nata



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Do you need help determining what sets public relations apart from marketing?

Let me reassure you: you are not alone!

First and foremost, I am a marketing professional, and during my training, we spent very little time on public relations.

It was during my first job as a professional that I truly discovered what public relations is.

You know me, I like to get to the heart of the matter quickly, so here it is:

To give you a quick idea of what sets public relations apart from marketing, you need to know that PR is a component of the marketing plan.

For those who haven't studied marketing, it's pretty simple.

There are generally 5 axes that makeup marketing.

The famous 5 Ps in English:

ProductPricePlacePeoplePromotion (this is where public relations come in)

Yes, public relations are generally integrated into promotion (to make your product/service/company known).

Often, we find ourselves in the same budget category as advertising.

So marketing is a set of activities that can include:


Defining a product (its name and packaging);
Identifying the target audience (who are the consumers);
Developing the sales network;
Setting the price; and
Choosing how to promote it (this is where PR comes in).

Suppose you think about the new spicy-flavored Coca-Cola. In that case, it's easier to understand the role of marketing teams that have certainly contributed to the image of this new product, its price, etc.

They have probably been involved in choosing PR agencies around the world for the launch of this novelty!

That's the difference between marketing and public relations.

And I can assure you that this distinction is not clear for a huge number of people.

And obviously, in the promotion part, you find all types of advertisements (traditional and online). This involves buying spaces or paying Facebook, Instagram, or Google to present your ads to their users.

Public relations are the organic part of your promotion plan, as you generally don't pay a journalist or an influencer to talk about you.

I say "generally" because there are gray areas, especially since influencers have developed.

We often work with influencers without paying them, usually in exchange for products or an experience.

However, we also often pay influencers, especially when a brand requires specific messages to be broadcasted by influencers.

But that's another podcast topic!



If you are like me, an early riser, sign up for our new workshop: 12:30 pm ET (New York time):

MASTERING THE ART OF GRABBING ATTENTION

https://natapr.com/grabbing



I am here to help you

Nata



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Before the emergence of Instagram and TikTok, there was a very different understanding of public relations:


We were held to visibility results (number of articles, major publications, etc.).
Increase in visibility/awareness

Sales related to our PR efforts were not the primary measure, as our clients understood that we contribute to sales rather than directly generate them.

It's advertising that generates direct sales.

However, with the advent of social media, the perception of the role of public relations has shifted.

I remember being part of a beauty CEOs group where everyone complained about their PR agency:


We don't know what they're doing.
We can't measure our ROI (return on investment), etc.



I remember asking these CEOs: "But surely your agency has given you a plan, an execution schedule for PR campaigns?"

Answer: "Yes, but we don't know what they do every day."

That's when I realized that since social media posting speed is immediate, public relations needed to find a way to be in "immediate" and more frequent contact with its clients.

It's been about 5 years since we implemented weekly updates to inform our clients of what we've done during the week.

Before creating this new tool, we had our clients' trust, and most importantly, we allowed time for public relations to generate results.

As you know, we are in the age of instantaneity.

When I officially announced to our clients that they would receive a weekly report every Friday, the reactions were immediate and positive.

Now, our clients know what we do every day.

Even though it still takes time to get a major publication.

Understanding what we do has improved, especially among our young marketing directors early in their careers.

 

So, are public relations an investment or an expense?

Obviously, it's an investment to make yourself known!

You invest in your visibility and your reputation.

You might say that all of this is quite intangible, not concrete.

Well, put yourself in the shoes of your client who is in front of the tea section at the supermarket.

If they've never heard of you, which tea will they choose?

So, invest in your reputation!

 

We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

https://www.natapr.com/grabbing

I am here to help you

Nata

 

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Many leaders and marketing professionals believe that social media has replaced public relations.

"Why spend on public relations when we are well visible on the web and social media?" they think...

"What does public relations bring in?"

You would be surprised how many times I hear these misconceptions.

So, I invite you, from listening to this podcast, to be part of the elite club.

Even if you are just starting your business, do as multinational corporations and big brands, all of whom have an ongoing public relations strategy.

And yes, these big companies know that public relations is the best part of their organic marketing plan and that only public relations allow them to develop (or maintain) their reputation.



Advertising sells.

PR makes you known.



And, of course, PR contributes to your reputation and notoriety!

Why?

Well, simply because a third party is choosing to talk about you without being paid.

A third party can be a journalist or an influencer in the digital age

Yes, public relations contribute to sales.

If your clients hear and read about you, they will be more inclined to trust you and buy your products.

So, is PR still useful in the digital age?

Yes, absolutely!

Why?


To develop relationships with media, influencers, and personalities
Grab the Attention of journalists and influencers
Make them want to interview you and write about you



We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

https://www.natapr.com/grabbing



I am here to help you

Nata



GET FEATURED FOR FREE➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://prschool.natapr.com/evergreen_en⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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