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brand marketing

May 24, 2017 By Debbie Bayes

How to Influence Consumers and Customers with PR and Storytelling

Public Relations and StorytellingPeople love stories. Even before we learn to read as young children, cuddling next to a parent, grandparent, sibling or caregiver to listen to a story or book is a favorite pastime enjoyed by every generation.

This love of stories doesn’t subside when we grow up.

In the digital age of Facebook Stories, Instagram Stories, Snapchat Stories, podcasting and TED Talks, the methods of telling and sharing stories may have changed, but our affinity for stories hasn’t lessened one bit.

So what’s the point for brands and companies? We’re glad you asked.

Sharing news about a person’s life, loves, challenges or career is interesting for others as it relates to their own life or circumstances. The same goes for brands and companies.

Storytelling is an effective way for you to reach the people who matter most. Brands and companies that share compelling insight can use storytelling to humanize them — gaining loyalty and positive perceptions in consumers’ minds by doing so.

A recent Wall Street Journal article by Barbara Haslip discussed how an entrepreneur’s story can be the perfect marketing tool. It cites research that suggests why humans respond well to character-based stories and memorable images, explaining the relevance for businesses. Read the interesting piece here.

Public relations professionals inherently use different tools and strategies to help clients tell their stories to the right audiences. By doing so, connections are made and buying decisions are positively influenced.

Companies should also leverage consumer input in brand storytelling. An article in MIT Sloan Management Review, says new research finds that sharing consumers’ positive stories about a brand can be a highly effective online marketing strategy.

Here are five ways we work with clients to share their stories:

Media Relations: We package and pitch your messages then reach out to the appropriate journalists to arrange media coverage for your brand, business or organization. These placements provide third-party endorsement via earned media which builds credibility, thought-leadership, visibility and SEO.

Content Creation: Produce and place bylined articles, press releases, blog posts or custom video designed for company blogs and websites, industry-specific or local and major media.

Strategic Partnerships: Arrange partnerships perhaps by creating community special events presented by companies and nonprofit organizations. This is an effective way to engage audiences, build brand equity, secure media coverage and provide an interesting story for the parties involved to tell across all of their platforms.

Live and Online Events: Identify speaking opportunities for company leadership or spokespeople at live or online events so sought-after audiences (either the press, consumers, businesspeople or partners) hear about the latest news, products or brand story first-hand and why it matters for them.

Blogger Engagement and Influencers: Reach out to mega or micro bloggers or social media influencers in your space who drive conversations among their devoted fans and followers. Some may be interested in exclusive content, brand partnerships or sponsored opportunities for their blogs, websites and social media channels encouraging readers to take action – i.e. buy the product, try the service, enter the contest or share the content.

When planning your marketing strategy, don’t overlook the power of stories to help business growth and let us know if we can help.

Filed Under: Consumers, General Articles, Marketing, Media, Nonprofits, Public Relations Tagged With: brand marketing, digital storytelling, earned media, influencers, journalists, Marketing, MIT Sloan Management Review, PR, Public Relations, Storytelling, Wall Street Journal

October 15, 2012 By Debbie Bayes

10 Tips for Glowing Media Coverage

Halloween Jack-o'-lanternsA favorite Halloween pastime for many families is carving out pumpkins and illuminating them to create beautiful, unusual Jack-o’-lanterns.

We’ve done some carving of a different sort by crafting 10 tips marketers can use to help tell their brand’s story so it glows and engages their audiences.

Just as Jack-o’-lanterns are one aspect of Halloween fun in addition to costume parties and trick-or-treating, garnering media coverage is one effective “tool” in a marketer’s toolbox to reach influencers and consumers. The tips listed below comprise a brief guide.  Each one has to be considered in conjunction with the strategy and objectives of the specific communications program.

 

  • Identify the media spokesperson and make sure they are prepared for the interviews. Options include: the CEO or company founder, a company expert, a celebrity, an author, chef or lifestyle guru.
  • Think like a journalist and answer why should his or her readers/viewers/listeners care? Communicate what’s newsworthy, special or beneficial about your brand’s story.
  • Consider partnering with a nonprofit on a cause-related program that helps those in need.
  • Inquire if satisfied customers who have benefited from your brand or service would agree to discuss their experience during media interviews.
  • If given a choice, pick an optimal location for the interview. Will it be conducted in an office, at a trade show, an event, or in a studio? Perhaps there’s another setting that would provide the best visuals, authenticity and news value.
  • Communicate how the product or service will benefit consumers, the environment, the education system or another important social sector.
  • Find out what trends are happening in your space to which your product or service contributes.
  • Align your brand or service with an upcoming holiday, season or annual community event.  
  • Research and investigate prospective speaking opportunities for the spokespeople at events where the media will be invited.
  • Produce and provide video or images to supplement interviews designed for different platforms such as TV, the internet or mobile devices.

In the case studies section of our website you’ll find several examples of media coverage we’ve arranged on behalf of clients which illustrate the points made above.

Do you have any other tips to add?  We’d love to hear from you!

{Image by Daniel Troutman; iStock photo}

Filed Under: Marketing, Media, Public Relations Tagged With: brand marketing, Brand Visibility, media coverage, People

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