Christian Leborg
Everything you do or say is public relations

Traction from public relations

Young companies may have great success by getting coverage in major media outlets.

What is marketing by public relations? By getting publications covering your company or offerings, you can make an enormous impact on the interest of the public. Public relations is something that catches the attention and interest of journalists and editors so that they can curate your communication as their communication. Public relations also means to get the general public aware of your brand through unconventional activities.

Why is public relations a feasible route to traction? Not only do large publishers have a substantial amount of customers that consume their media products, but they do also have some authority on everything that they publish. Smaller publishers and bloggers often function as trend hunters for the larger media. If your company gets attention from small media actors, it might be picked up by a bigger player later.

How do you execute public relations and unconventional public relations? The objective is to get the attention of potential customers. You may first get mentioned by the media and thereby create awareness amongst the public, or get a lot of public attention and thereby get the media’s interest. The first is traditional public relations, and the second is called unconventional public relations.

“It takes 20 years to build a reputation and five minutes to ruin it.”

—Warren Buffet

When is it important to build a reputation? As a young company, it is crucial to build traction amongst customers. Public relations might help your business grow faster. Engaging in public relations may be something a company can reiterate whenever a method for converting customers is slowing down. Special occasions, such as when a company is going public, or launching a major product, might also call for public relations activities.

Who are the ones to contribute to public relations? Before, PR companies had all the media contacts, but with the advent of digital media search optimising specialists, content strategists and “guerrilla” marketers are the ones getting people’s attention.

Where is the public? To the get a relation to the public, you have to work as a marketer; know your target market and engage in activities that specifically satisfy them. What people think is interesting will catch their interest.

A role-play game for the Norwegian Red Cross where students could ‘play’ war caught a lot of people’s interest. National television covered the launch of the learning material.

Have you managed to sway public interest on purpose?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.