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PR is a great tool if you know how to use it

Peter Cronin

The reason a product continues its success story can be attributed to great PR coverage through many different media elements, such as press, TV, the internet and, more recently, social networking.

For a business, good PR is not just an accident. It is important to recognise the significance of a profitable and sustainable product that is worthy of relevant PR. Lingerie business Panache has gained successful PR when working alongside a respected third-party organisation to focus on targeting key areas and demographics to promote our different brands to both retail customers and consumers.

PR can also be used to change a consumer’s perception of a brand, cover large audiences and increase brand awareness as a whole. Key campaigns such as relaunches and new season collections can benefit from building relationships with key PR professionals and members of the press, to gain coverage and create an impact. Communication is essential when trying to give the right message about both the business and the product.

Internal PR is just as important in order to gain the understanding and knowledge from colleagues and to focus them on the right, positive message.

There are many celebrities endorsing products in today’s lingerie sector. While this can enhance sales, previously we’ve seen that a celebrity mismatched to a brand can distort and overshadow the true value of the product. Celebrities do not always have the ‘shelf life’ to maintain the positive PR a brand needs and consumers are often fickle. Therefore it is important to select the correct type of PR to represent your brand.

Relevant PR is incredibly influential when used in the correct way, and it is vital that businesses recognise this.

Peter Cronin is sales director of lingerie brand Panache

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