How to Use Promotions to Boost Your Company’s Public Relations

There are any number of opportunities to strengthen your press and public relations. And there are also an abundance of goals that you can establish for your press and PR campaign. Often overlooked is the ability to strengthen your company’s reputation, and PR. As a goal, boosting your PR can help strengthen your other sales and marketing efforts. Promotions can be an invaluable tool to helping you succeed.


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Know Your Audience

With any promotion, it’s important to know who you’re promoting to. In marketing it always goes back to understanding your audience. Create a thorough description of your prospect’s psychographics and demographics. Know why they’ll respond to your promotion.


Advertising can be a complementary tactic to strengthening your brand, converting prospects and customers to buyers, and boosting your company’s PR. Create ads that support and promote your ongoing promotion. And of course, because you know who your target audience is, use that information to create ads that are relevant to them. (Always stay on top of ad performance. Test and track results and discontinue ads that aren’t performing.)

A Wide Variety of Promotional Opportunities

We’ve talked about knowing your audience and advertising your promotions. Now it’s time to actually look at some of the promotional opportunities that you can leverage. Here are just a few to consider:

  • Contests
  • Sweepstakes
  • Rebates
  • Discounts or coupons
  • One-time offers
  • Fire sales
  • Referral programs
  • New customer discounts
  • Special events
  • Philanthropic opportunities (for example, buy one month of service and 50 percent of your fee goes to help feed the poor).

Press Release

Issue a press release announcing the promotion. Keep in mind that to have a successful press release, and to get the attention you desire, it’s important to focus on why your promotion is newsworthy. Why would your audience, and the media, care? Think again about your understanding of your target market.

Also be sure to pitch your press release to key media representatives. Give them time to respond and possibly cover your news before you distribute the release. Announce your promotion, and consider sharing your release, on social media. Email the news of your promotion to your list.

Build Buzz with Content Marketing

Content marketing can also help you build buzz before you launch your promotion. It all goes hand-in-hand with your press release. Two weeks before you launch your promotion, start building excitement for it.

Promotions help build PR because they directly benefit your audience. They help you offer value to your audience while also boosting your brand. We like to buy from companies that give us special offers, exciting events, and value. Be that company and leverage the power of promotions to strengthen your PR.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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