Storytelling is crucial for manufacturers at this time, notes Susan Brophy, a public relations strategist who helps manufacturers, giant and small, talk their most essential tales. Her expertise contains greater than 20 years at two of the PR business’s prime companies the place she led media technique starting from new product introductions to disaster response for quite a few meals manufacturing, grocery retailer, and foodservice firms.
Brophy not too long ago chatted with Specialty Meals Information about what’s on the horizon for the media and public relations business, in addition to how firms can extra authentically inform their story.
What are you most wanting ahead to on the 2019 Specialty Meals Enterprise Summit?I get actually enthusiastic about firms which are targeted on taking their companies to the following stage. I sit up for connecting with attendees who’re on that path and sharing some insights on the best way to use efficient storytelling to safe publicity for his or her manufacturers. And as somebody who loves meals and cooking, I selfishly can’t wait to be taught extra about some manufacturers I ought to have on my private radar!
What tendencies are in your radar for 2019?As a enterprise communicator, I feel most in regards to the media tendencies which have implications for the way model homeowners join with shoppers and different precedence audiences. In relation to publicity, it’s essential to consider how media tendencies might influence your method. For instance, with some extra established social media influencers coming underneath hearth for inflating their variety of followers, extra manufacturers are placing their belief in micro- and nano-influencers, who’ve fewer followers. Which means extra manufacturers, each giant and small, are competing to work with sure influencers who can join them with their goal shoppers. And it requires some strong vetting of potential influencers who could also be much less well-known however supply extra genuine voices.
There may be additionally extra consolidation of roles happening at main magazines and their publishing homes. As a substitute of every journal title having its personal meals editor, we see extra “meals content material editors” who’ve the ability to make editorial choices throughout numerous media shops.
What’s the significance of storytelling in enterprise?Storytelling is an important instrument for companies at this time and, when accomplished proper, it may possibly create a aggressive benefit. Take into consideration how a lot content material we see day-after-day and the quantity of manufacturers combating for shoppers’ consideration. Irrespective of how nice your product is likely to be, it’s exhausting to chop by the litter until you’ll be able to clearly articulate a compelling story that differentiates your model, conveys a goal, and creates an emotional purpose on your supposed viewers to care.
Having a robust narrative ought to be foundational to any advertising technique. It helps guarantee consistency in messaging, whether or not you’re creating content material on your personal on-line channels or telling your model’s story by the media.
What recommendation would you give to firms simply beginning out?I’d supply two key items of recommendation in terms of selling your model. First, by no means underestimate the significance of spending the time to create a well-crafted narrative on your model. Making a model story that’s each concise and compelling takes some effort, but it surely’s an important first step to any advertising efforts.
Second, the eye you earn continues to hold extra credibility than consideration for which you pay. Regardless of all of the adjustments happening within the media panorama, there may be nonetheless nice alternative for manufacturers to safe “free” publicity. A sensible, considerate method to some focused media relations efforts can generate well-earned curiosity in your model.