Brand Experience

“Maximizing Brand Perception: PR’s Role in Marketing Strategy”

29 June, 2023

In today’s fiercely competitive commercial environment, businesses are in a constant battle to differentiate themselves from the competition. Marketing is typically the go-to strategy for convincing consumers of a brand’s superiority. However, public relations (PR) is increasingly being viewed as a disruptive force that can bolster marketing efforts. By engaging external influencers to validate and endorse a brand, PR is challenging the perceived discord with marketing. Karla Jo Helms, the innovative founder of JOTO PR Disruptors, asserts that the integration of public relations into a marketing agency’s strategic plan can establish a potent affiliate program that delivers unmatched results through synergy.

TAMPA, Fla., June 26, 2023 /PRNewswire-PRWeb/ — Business leaders often have a clear vision when it comes to positioning their organization and promoting their subject matter experts through thought leadership and content marketing. The problem arises when individuals, including marketing agencies, misunderstand the role of public relations (PR) and misapply it in their strategies. Many fail to grasp that thought leadership is an accolade that must be earned, not simply claimed.

Karla Jo Helms, a seasoned expert in crisis management at JOTO PR Disruptors, offers a solution. She proposes a strategy that “supercharges the marketing plan by harnessing the power of public relations to gain third-party credibility and establish thought leadership.” Helms suggests using strategic communication channels to convey your narrative to a broad audience—before and during marketing promotions of a client’s products and services. This approach builds trust and credibility, making consumers more inclined to engage with the brand.

So, what does PR bring to the marketing table? According to Helms, “Marketing is guided by four ‘p’s: product, price, place, and promotion. But there’s a missing piece: a FIFTH ‘p’; public perception.” By gaining third-party endorsement, your brand earns goodwill and trust, leading to increased revenue. Comprehensive metrics reveal how much press coverage is needed to make an impact, bridging the gap between marketing and public relations.

Every business has a story beyond its products and services – and the public is always hungry for information. To maximize exposure for a client, consider adopting the role of an ‘internal reporter.’ Keep an eye on what’s happening within your client’s company, their industry or community. Look for opportunities like:

• Launching a new product or service – or even a new business
• Speaking or exhibiting at a conference or event
• Publishing results of a new study or research
• Devising a new technology or unique procedure for an industry
• Financial news such as securing a new investor

Each of these situations can be transformed into genuine news through an aggressive PR campaign.

Marketing agencies interested in amplifying their clients’ exposure and marketing campaigns by 10X as a professional affiliate of JOTO PR Disruptors should contact the experienced team at JOTO PR. To date, four digital marketing agencies in the technology sector have joined the program, and the organization aims to bring on board 18 agencies by 2024.

About JOTO PR Disruptors™: After conducting extensive market research on over 5,000 CEOs of fast-growth companies to understand how they used PR, measured its effectiveness, and their expectations from the PR industry, PR veteran and innovator Karla Jo Helms founded JoTo PR. Since its inception in 2009, JoTo PR’s team has capitalized on industry changes to create timely Anti-PR® campaigns combining the mathematical precision of crisis management techniques with the latest media algorithms. This unique approach has allowed them to consistently increase market share and improve return on investment (ROI) for their clients, surpassing industry standards year after year.

About Karla Jo Helms: Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™. With firsthand experience of how unforgiving business can be when millions are at stake—and how public opinion often determines whether one company thrives or another fails—Helms has built her agency on the perfect balance of crisis management, entrepreneurial insight, and proven public relations experience. She is a global speaker on public relations, its evolving role in today’s business landscape, and how corporations can leverage Anti-PR to drive markets and influence market perception.