In my previous articles I have described in detail that the only way to turn your business into a brand is with PR.
Actually, I might need to be more specific.
There are three ways to build a brand:
Additionally, there are three ways to attract massive media coverage for your PR strategy:
In this article I am going to underpin the necessity of a very well targeted PR campaign. I have already explained how you can target your campaign by using the special radar of being acutely aware of
Why is this so important?
It is extremely important for accomplishing what I have termed THE WATERFALL EFFECT.
At the beginning of my cooperation with Nofalo.com, the first travel comparison website in Algeria, I advised the CEO, Raouf Yousfi, to get as much coverage as possible not just by local and regional media but also, and most importantly, national media.
In one of the previous chapters, I explained in detail how I advised him to be positioned in order to provide journalists with a specific message to convey to their public with the aim of first creating, then strengthening, the association between the brand and the category. Raouf Yousfi, the CEO of Nofalo.com, has been very smart in getting featured in the best national media in Algeria, as his positioning allowed him to be interesting enough to get coverage.
As Nietzsche struggled to promote in the XIX century, to understand the true nature of a given phenomenon you need to go back to its origins.
Thus, if we want to understand what a PR counsel's role should be, I am compelled to recall the studies of the first PR pioneer in human history: Edward Bernays.
In his most famous studies Crystallizing Public Opinion and Propaganda, he spent most of his attention not on the overall role of PR but on the statutory role of the PR counsel.
To understand his thoughts we need to clarify that the studies mentioned above were released in 1923 and 1928 respectively, more or less 30 years after the publication of The Crowd by Gustave Le Bon, the first study on the so-called popular mind and the real beginning of a new subject of studies: social psychology.
We were just at the beginning of the rise of mass media that, at the time, were considered magazines, newspapers, and radio.
Brand Positioning Expert