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Branding Through Press Releases – Part II

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About this lesson

Brand credibility depends on two factors, the expertise and the trustworthiness of a brand, both of which can be established and maintained with effective press releases.

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Branding Through Press Releases – Part II.docx
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Quick reference

Branding Through Press Releases – Part II

Brand credibility depends on two factors: the expertise and the trustworthiness of a brand, both of which can be established and maintained with effective press releases.

When to use

Branding should be a constant component of your marketing strategy.

Instructions

  • To gain recognition as an expert in your field you need to communicate effectively: press releases must be clear and easy to understand, must be written from the perspective of a “beginner”, must explain complex information in an simple way.
  • To inspire trustworthiness, be consistent: your company must be consistent with its vision, the representation of your company must be consistent in the media, and customers perceive that your company or products can be consistently relied on.

Focusing on your competence and consistency will continue to build the reputation of your company.

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  • 00:05 In this lesson we're going to continue exploring how branding takes place
  • 00:09 through press releases.
  • 00:13 Now there are really two factors in brand credibility.
  • 00:16 We've got expertise and then, the trustworthiness of the brand.
  • 00:21 Both of these can be established and maintained with effective press releases.
  • 00:26 I would, of course, argue that it can at least be supported through press releases.
  • 00:32 Now, gaining recognition as an expert in your field,
  • 00:36 the key to that would be to communicate effectively.
  • 00:41 Therefore, your press release must be clear and quite easy to understand.
  • 00:46 And if you can write from the perspective of a beginner,
  • 00:49 you'll be able to explain some complex information in a simple way and
  • 00:54 thereby actually be perceived as an expert.
  • 00:58 If journalists and editors realize that you can do that,
  • 01:02 they will really start to contact you for the latest information.
  • 01:05 So you would have actually reversed the game and have them chasing you for
  • 01:09 information.
  • 01:10 So being able to share your latest views quite regularly
  • 01:14 will really give you a head start in the market.
  • 01:17 Therefore, high professionalism when collaborating with a media agent
  • 01:22 can absolutely work in your advantage.
  • 01:26 Now, we've got to inspire trustworthiness,
  • 01:28 because really that is the key to maintaining the goodwill of the media.
  • 01:35 Consistency is really what's going to inspire that trust within us.
  • 01:39 There are three aspects of consistency to reach the customers and
  • 01:43 the media will pay particular attention.
  • 01:47 They would say, okay.
  • 01:48 Is this company consistent with its vision?
  • 01:52 And whether the representation of your company is consistent in the media and
  • 01:56 whether your company or your products can be consistently relied upon and
  • 02:01 that's also the concept of dependability.
  • 02:04 So press release is really a great opportunity
  • 02:07 to bring all of these issues to the attention of the public.
  • 02:12 Now, how do we inspire trustworthiness?
  • 02:14 For example, you could announce something that your company has done consistently to
  • 02:19 its vision, and this is something we see with company reports quite often.
  • 02:24 And you should definitely make sure that the online presence of your company is
  • 02:28 consistent over time without long gaps of silence or periods of absence.
  • 02:34 Finally, you could report the results of a recent survey on custom satisfaction and
  • 02:40 then just emphasize again the reliability of your products as a result.
  • 02:45 Focusing on your competence and
  • 02:48 your consistency will continue to build the reputation of your company.
  • 02:52 And it's great that this could all be incorporated now into your press release.

Lesson notes are only available for subscribers.

Branding Through Press Releases – Part I
05m:24s
5 Press releases Must-haves
04m:36s
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