- Marketing
Ultimate PR Guide for CPG Brands
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Navigating the competitive landscape of consumer packaged goods (CPG) is challenging, especially when trying to capture and maintain consumer attention. For CPG brands, effective public relations (PR) is essential to stand out in a crowded market and build lasting relationships with consumers. This guide covers the key aspects of PR for CPG brands, helping to craft a strategy that drives brand awareness, engagement, and loyalty.
In this Ultimate PR Guide for CPG Brands, the following will be covered:
- What PR is and why CPG brands need it
- Creating a PR strategy for your brand
- When to work with a PR agency
- Who to work with for PR services
But first, a story. In 2023, Prospector Popcorn, the leading gourmet popcorn brand in the Northeast, faced the challenge of increasing awareness about its mission and driving sales. Prospector Popcorn hires people with disabilities to address the high unemployment rate in this community. Publicity For Good was tasked with spreading awareness of this mission and establishing Prospector Popcorn as the best popcorn brand in the Northeast.
Leading up to National Popcorn Day on January 19, 2023, Publicity For Good secured 76 media opportunities for Prospector Popcorn, with 69 already live. Coverage included major outlets like Pure Wow, CBS NY, NBC Connecticut, and more, reaching over 79.5 million media impressions. This PR effort resulted in Prospector Popcorn achieving a single-day revenue increase of 84% compared to their previous record, and a remarkable 3,900% increase from the previous year’s National Popcorn Day, with 94% of the revenue from first-time buyers. Additionally, Prospector Popcorn achieved a page 1 ranking on Google in the United States.
What is PR and Why CPG Brands Need It
PR involves managing and disseminating information from an organization to the public to shape its image and build a strong relationship with its audience. For CPG brands, PR includes:
Coordinating product launches
For CPG brands, launching a new product is a critical moment that requires careful planning and execution. PR plays a vital role in coordinating product launches by creating buzz and anticipation among consumers and media outlets. PR professionals work to craft compelling press releases, organize launch events, and secure media coverage to ensure maximum visibility for the new product. By strategically timing and orchestrating product launches, PR helps CPG brands make a strong entrance into the market and generate excitement around their offerings.
Securing media coverage
Media coverage is essential for CPG brands to increase brand awareness, reach new audiences, and build credibility. PR professionals work to secure media coverage through various channels, including traditional outlets such as newspapers, magazines, and television, as well as digital platforms like blogs, social media, and online publications. By pitching stories, crafting content, and building relationships with journalists and influencers, PR helps CPG brands get their products and brand messages in front of the right audience. Content can come in many forms, below are hard-hitting ones effective for any CPG PR Efforts:
Gift Guides
Gift guides showcase products suitable for specific themes or demographics, offering CPG brands an opportunity to feature their products to audiences seeking gift ideas or product recommendations.
Listicles
Listicles compile curated lists of products, categorized by theme or type, providing readers with curated selections and recommendations. They are highly shareable and attract a wide audience interested in discovering new products or solutions.
News Releases
News releases announce new product launches, partnerships, or company milestones, providing journalists with valuable information and angles for stories, making it easier for CPG brands to secure media coverage and share their news with a broader audience.
News Wires
When distributed through a news wire service, news releases gain broader reach and visibility. A news wire spreads the release to a vast network of media outlets, journalists, and newsrooms, increasing the chances of media coverage and boosting brand credibility. Additionally, news wire services provide tracking and analytics, helping brands measure the impact and refine their communication strategies.
Managing brand reputation
Managing brand reputation is crucial for CPG brands as it directly influences consumer trust, purchase decisions, and overall brand perception. Here’s how PR can enhance brand reputation:
Enhancing Credibility and Trust
Building trust is essential for any brand. Nielsen reports that 83% of consumer trust recommendations from people they know, and 66% trust online consumer opinions. Effective PR strategies can generate authentic, positive reviews and endorsements, boosting a brand’s credibility and trustworthiness.
Influencing Purchase Decisions
Media and influencer endorsements significantly impact consumer purchases. Cision found that 71% of consumers are more likely to buy a product recommended by a journalist, while Edelman notes that 48% rely on influencer recommendations. Securing positive media mentions and influencer partnerships is essential for influencing consumer decisions.
Perceived Value and Content Preference
Consumers perceive PR as more credible than traditional advertising. According to The Holmes Report, 59% of consumers find PR more valuable than ads, and the Content Marketing Institute reports that 70% prefer getting to know a company through articles rather than ads. PR helps craft compelling narratives that resonate more deeply with consumers, enhancing perceived value.
Leveraging Social Media and SEO
Social media interactions and content marketing are vital for brand reputation. Edelman indicates that 53% of consumers trust companies less today than five years ago, but positive social media experiences can rebuild trust. Ambassador found that 71% of satisfied social media customers recommend brands to others. Additionally, HubSpot reports that companies that blog receive 97% more website links, and Demand Metric notes content marketing generates three times more leads than traditional methods while costing 62% less.
Effective Crisis Management
Managing reputation during a crisis is critical. Deloitte reveals that 94% of executives prioritize managing reputation risk over other strategic risks, and 45% of companies view reputation as more important than sales and marketing efforts. Robust PR strategies help navigate crises effectively, maintaining a positive brand image. By effectively managing brand reputation through strategic PR efforts, CPG brands can build trust, influence consumer behavior, and enhance their overall market presence.
Integrating PR With Marketing
Integrating PR into a brand’s marketing strategy is crucial for maximizing visibility and credibility. Here’s how CPG brands can seamlessly incorporate PR into their overall marketing efforts:
Unified Messaging
Ensure consistency in messaging across all marketing channels, including PR campaigns. Align PR initiatives with broader marketing goals to amplify brand messaging and reinforce key brand attributes.
Collaborative Campaigns
Integrate PR campaigns with other marketing initiatives such as social media campaigns, influencer partnerships, and content marketing efforts. By coordinating efforts, brands can extend their reach and engage with consumers across multiple touchpoints.
Content Syndication
Leverage PR content for marketing purposes by repurposing press releases, media coverage, and thought leadership articles across owned marketing channels. Incorporate PR-generatedcontent into email newsletters, blog posts, and website updates to enhance brand credibility and authority.
Cross-Promotion
Collaborate with influencers, brand ambassadors, and industry partners to amplify PR messages and increase brand visibility. Utilize social media platforms, sponsored content, and co-branded campaigns to extend the reach of PR efforts and foster brand advocacy.
Data-Driven Insights
Utilize PR metrics and analytics to measure the impact of PR campaigns on brand awareness, sentiment, and consumer engagement. Leverage insights to refine marketing strategies, identify emerging trends, and optimize future PR initiatives for maximum effectiveness. By integrating PR into their marketing strategy, CPG brands can enhance brand visibility, credibility, and consumer engagement, ultimately driving business growth and success.
Understanding PR Affiliate Marketing
PR Affiliate Marketing integrates public relations strategies with affiliate marketing to enhance brand visibility, credibility, and sales. This approach leverages the influence of affiliate marketers to promote products or services while using PR tactics to build a positive brand image and foster consumer trust.
What is Affiliate Marketing?
Affiliate marketing involves using trackable affiliate links to generate leads, sales, or downloads. The digital/editorial space involves articles or multimedia content featuring product recommendations with affiliate links. If the product is sold, the publication earns a commission, benefiting both the brands and publications. This model typically applies to digital content, not print media.
Types of Affiliate-Style Content and Key Affiliate Networks
- Affiliate content types include in-depth personal experiences with high-priced products (“I tried it.”), high-visibility gift guides for mid-priced items, SEO listicles targeting specific product categories, buzzworthy product articles for unique items, and themed collections like holiday gifts or sales events. These formats cater to different stages of the customer journey, from research to purchase intent, with gift guides and SEO listicles often delivering the best conversion rates.
- Key affiliate networks include platforms like Amazon Associates, which offers comprehensive tracking and high purchase likelihood; Skimlinks, which automatically converts URLs into affiliate links and aggregates data from various networks; Shareasale, an affordable entry point with tools for merchant and affiliate recruitment; Rakuten, favored by larger brands for its quality publishers and advanced analytics; and retailer-specific programs like those from Nordstrom and Bloomingdales. These networks provide diverse opportunities for brands to maximize their affiliate marketing efforts.
Integrating PR and Affiliate Marketing
Combining PR with affiliate marketing leverages the strengths of both strategies. While PR builds brand awareness, affiliate marketing drives direct sales. This relationship enhances brand promotion, particularly in industries like consumer packaged goods, beauty, wellness, and cannabis/CBD.
Steps to Integrate PR and Affiliate Marketing
To successfully integrate PR and affiliate marketing, follow these steps to ensure your campaign effectively reaches and resonates with your target audience:
- Identify Your Target Market
Choose affiliates that match your target demographic.
- Educate Affiliates
Share key messages and marketing materials for effective promotion.
- Create Content for Affiliates
Provide creative copy, purchase links, and imagery.
- Track and Leverage Results
Monitor performance and amplify successful content. Combining PR and affiliate marketing creates a powerful synergy that enhances brand visibility, credibility, and sales. By understanding and leveraging the strengths of both, brands can effectively reach their target audience, build trust, and drive conversions, ensuring a comprehensive and impactful marketing strategy.
Creating a PR Strategy for Your Brand
A solid PR strategy is vital for driving brand awareness and consumer engagement. Here’s how to create one:
Understand Your Audience
Identify the target audience and understand their needs, preferences, and media consumption habits. This helps tailor messaging to resonate with them.
Craft Your Brand Story
Develop a compelling narrative that highlights the brand’s unique value proposition, mission, and impact. Authentic stories connect better with consumers and the media.
Set Clear Objectives
Define what the PR efforts aim to achieve. Objectives could include increasing brand awareness, launching a new product, or improving brand reputation.
Choose the Right Channels
Select the media channels that best reach the target audience. This could include traditional media (newspapers, magazines, TV), digital media (blogs, online news sites), and social media platforms.
Develop a Content Calendar
Plan PR activities around key dates, product launches, and industry events. A content calendar helps ensure timely and consistent communication.
Hold a Press Junket
Press junkets are organized events where brands invite journalists to experience their products firsthand, fostering media relationships and generating extensive coverage. They boost brand visibility and credibility by creating buzz and providing direct access to influential media figures. Veriphy Skincare, another of PFG’s clients expressed their enthusiasm and adoration for press junkets, sharing PFG’s swift work and effective management “PFG publicity for good just did a virtual press junket for us, it didn’t know what to expect. They put it together in under a week. And it was amazing. There was, I think there was a 30 media that joined, they asked great questions, we had open, honest conversation, walk them through the brand, but they also gave me great input and value into the brand. And I was able to get takeaways of the things that I should be focusing on. That’s important for media.”, shares Lindsay Nahmiache, the brand’s CEO.
Measure Success
Track the performance of PR campaigns using metrics such as media coverage, social media engagement, website traffic, and sales growth. This helps assess the effectiveness of the strategy and make necessary adjustments.
The RICH Formula for Successful PR Campaigns
The RICH formula provides a structured approach for entrepreneurs to effectively engage with the media and share their stories and brand messages. Here’s how it works:
(R)eflect on Who You Are as an Entrepreneur
Start by understanding your journey as an entrepreneur. Identify key experiences and lessons that you can share with others. Make a list of core topics that you want to talk about in the media, focusing on what you can teach and how you can be of service.
(I)nvestigate
Bridge the gap between your topics of interest and current events to make your pitch relevant to the media. Use Google to search for relevant topics and sift through news results for inspiration on how to pitch yourself. Look at where your competitors have been featured and reach out to those media outlets.
(C)onnect with the Media
Engage with members of the media authentically before pitching them. Post on your social media channels and create a call to action to let people know you want to share your message. Build relationships with media professionals by engaging with their content and offering help. When pitching, follow up three days later and always come from a place of service. For local/regional press, watch the morning news to understand the flow of the show and reach out to the morning producer.
(H)elp and Hunt
Approach media outreach with a mindset of service. Ask media professionals how you can help and offer valuable content that inspires and motivates. Show up every day and pitch yourself consistently to the media to increase your chances of getting featured. By following the RICH formula, entrepreneurs can effectively connect with the media, share their stories, and make a meaningful impact through PR campaigns.
The COMPARE Communications Framework
The COMPARE Framework is a proven and effective formula that’s easy to follow and accessible to most CPG brands to continuously optimize their communications, marketing, and PR strategies for success. It consists of 7 simple elements that ensure brands can reach their audience effectively and efficiently every single time. These 7 elements are:
(C)ONTENT
Create valuable and engaging content to capture attention and interest. Develop multimedia assets such as press releases, blog posts, and videos. Tailor content to address the needs and preferences of your target audience.
(O)UTBOUND
Reach out to media outlets, influencers, and industry stakeholders proactively. Pitch story ideas, interview opportunities, and exclusive content to media contacts. Build relationships and rapport with key stakeholders through personalized communications.
(M)EDIA
Establish credibility and authority by securing media coverage in top outlets. Share news, updates, and industry insights through earned and paid media channels. Leverage media coverage to enhance brand visibility, reputation, and social proof.
(P)LATFORM
Utilize various platforms, including traditional media, social media, and digital channels. Amplify your brand message and reach through strategic platform selection. Engage with audiences across different platforms to maximize exposure and impact.
(A)DVERTISE
Create awareness and generate interest in your brand through advertising. Allocate budget strategically across traditional and digital advertising channels. Measure the effectiveness of advertising campaigns and optimize for maximum ROI.
(R)ELATIONSHIPS
Build and nurture relationships with media, influencers, and industry professionals. Cultivate trust, credibility, and mutual respect through genuine connections. Collaborate on partnerships, co-branded content, and joint initiatives to expand your reach.
(E)VALUATE
Measure the success of your PR efforts using key metrics. Analyze data, feedback, and performance indicators to assess impact and ROI. Identify areas for improvement and refine your approach for future campaigns.
By integrating these seven elements, the COMPARE Framework helps CPG brands create a cohesive and effective communication strategy, ensuring they reach their target audience and achieve their marketing and PR goals.
How to Maximize PR for Your Marketing
Once your brand gets its name out there in the media, don’t let it all go to waste after that one interview or article. Be sure to integrate all these hard-earned opportunities, features and elements into your content and marketing strategy. Doing so, your brand can bolster its authority and credibility on an exponential scale. As such, here are a easy, practical steps to ensure that you’re getting the most out of your live features:
Integrate logos into your Amazon Storefront page
For brands that have Amazon content it’s imperative to utilize the media logos as A+ content on your Amazon page. This helps with credibility and influence. Also consider adding quotes from the media into the description of your product.
Build a Press Page
Adding a Press Page is a simple, yet effective way of making customers aware of where your product has been featured. Stamp logos, tags and links of your media features to let them know where you’ve made an impact and how. Having a Press Page establishes your brand as a thought leader, it also solidifies your brand’s credibility in the minds of your customers and potential partners.
Use the right to say “featured on” in your client touchpoints
Anytime a customer communicates with you or buys a product ensure to utilize the “As Seen On” and Featured On in your email marketing sequence. Also, consider adding your press features to your email sequences on your email signature to establish your creativity.
Pin them to your LinkedIn cover
Live press hits can be utilized and pinned on your Linkedin profile, added under the publications section as well as media logos added to the banner of you Linkedin page.
Add them to your Enews
Keep your customers and prospective leads on the loop and let them know about your latest features by including them in your brand periodicals such as your ENews or Marketing Reports.
When to Work with a PR Agency
Engaging a PR agency can be a game-changer for CPG brands aiming to enhance their public relations efforts. Here are key scenarios when partnering with a PR agency is advantageous:
The company lacks PR expertise or resources in-house
Emerging CPG brands often struggle to maintain an in-house PR team with the necessary skills. A PR agency can provide the expertise needed, to ensure effective communication of the brand’s story.
There is a need to scale PR efforts quickly
During key periods like product launches or rebranding, scaling PR efforts rapidly is crucial. PR agencies have the resources to quickly ramp up activities, manage media engagements, and ensure broad message dissemination.
There is a desire to leverage an agency’s media relationships
PR agencies offer access to their established media relationships, securing high-profile coverage and media placements that are difficult to achieve independently, resulting in broader and more effective exposure.
Strategic guidance is needed on complex PR issues
For complex PR issues like crisis management or regulatory challenges, PR agencies provide strategic insight and guidance. They offer an external perspective, anticipate pitfalls, and ensure the brand’s strategies are current and effective.
Who to Work with for PR Services
Selecting the right PR agency is crucial for the success of a PR strategy. Look for agencies that:
- Have experience with CPG brands
- Understand the industry and target audience
- Have a track record of successful PR campaigns
- Offer services that match the company’s needs (e.g., media relations, content creation, social media management
Publicity For Good (PFG) offers such a solution. Publicity For Good is an award-winning firm dedicated to amplifying the voices of purpose-driven brands. PFG has worked with several big name brands in the CPG world including LifeTime Fitness, Flying embers, Schär Gluten-Free, NATPAT, Cambio Roasters, Eco Lips, Veriphy Skincare, WhatIF Foods, NOW Foods, Arden’s Garden, Jovial Foods among several others. With PFG, brands can expect a dedicated team committed to maximizing their impact while fostering positive change. By focusing on growing brand share of voice and expanding categories, PFG ensures clients lead their industries. Their intention is transparent in their mission. PFG’s mission is to grow the impact and roIe of purpose-driven brands that are committed to making a positive impact on the world. They specialize in crafting strategic PR campaigns that not only highlight their clients’ innovative products and their dedication to giving back. As such, they aim to partner with brands that share that same passion for purpose.
With expertise in media relations, influencer seeding, awards management, crisis management, and thought leadership, PFG serves consumer brands in food and beverage, beauty, health, and wellness sectors, as well as non-profits and entrepreneurs. Founded with the aim to support brands making a difference, PFG combats industry challenges with an entrepreneurial spirit and commitment to social good. PFG transforms brand through increased revenue and social impact, enhanced authority and credibility, clear messaging and validated status and countless media opportunities to boost consumer engagement.
The PFG Way: A Proven PR Process
Publicity For Good is a full-service boutique PR agency that specializes in helping purpose-driven CPG brands create a positive impact, PFG’s PR process includes:
Onboarding and Strategy Development
Onboarding Surveys: Collect detailed information about the brand’s current strategies and goals.
Initial Guidance: Outline expectations and essential communication for success.
Strategy Composition: Develop a comprehensive PR strategy, including key messaging and communication points.
Kickoff Call: Discuss the brand and business goals comprehensively to start the PR journey.
Execution and Continuous Improvement
Media Pitching: Begin pitching to media outlets to gain initial exposure.
Monthly Updates: Schedule strategy calls to refine the campaign and ensure consistent success.
Publicity For Good provides purpose-driven CPG brands with a tailored PR process. From strategy development to proactive execution, PFG ensures consistent support and tangible results. With a focus on fostering meaningful change, PFG stands as a trusted partner for brands seeking to amplify their message.
Case Studies
Through The PFG Way, numerous brands have achieved remarkable success in their PR endeavors. The case studies below provide tangible social proof that establishes PFG’s effectiveness as a reliable PR partner across various CPG-based industries.
Eco Lips
Eco Lips, the original organic lip balm brand and a certified B Corporation partnered with Publicity For Good to amplify its mission and boost its visibility. Publicity For Good focused on building relationships with key members of the press and influencers, resulting in over 30 media opportunities within three months, including national, beauty-focused, regional, and industry publications. From July 2021 to 2022, Eco Lips garnered 159 live links with a total reach of over 29 billion, featuring in major outlets such as Readers Digest, Yahoo!, BuzzFeed, and MSN, as well as industry figures and bloggers. This media exposure not only drove sales but also solidified Eco Lips’ reputation as a reliable, holistic B corporation dedicated to sustainability and social responsibility.
Prospector Popcorn
Prospector Popcorn, a prominent gourmet popcorn brand in the Northeast, collaborated with Publicity For Good to amplify its mission and boost sales, particularly emphasizing its commitment to providing employment opportunities for people with disabilities. Publicity For Good secured 356 live media coverages for Prospector Popcorn across national and niche platforms, resulting in over 474 million impressions and an 84% revenue increase on National Popcorn Day compared to previous records. Through strategic media placements, Prospector Popcorn not only expanded its brand reach but also reinforced its image as a socially responsible enterprise, driving positive change within the industry and showcasing the impact of purpose-driven marketing initiatives.
Nutpods
Nutpods, a plant-based coffee and tea creamer brand, partnered with Publicity For Good to enhance market positioning and boost brand awareness. Leveraging Nutpods’ premium ingredients, Publicity For Good secured 41 live media coverages, including features in Healthline, Buzzfeed, and HuffPost. This extensive coverage, generating over 169 million impressions, solidified Nutpods’ reputation and positioned Madeline Haydon as an industry thought leader. Kailee from Nutpods praised Publicity For Good’s expertise, recommending them for purpose-driven brands seeking enhanced visibility and support.
Flying Embers
Flying Embers, an organic hard kombucha brand renowned for its botanicals and probiotics, partnered with Publicity For Good to amplify brand awareness and establish itself as a leader in the “better-for-you” alcohol alternative space. Over 16 months, Publicity For Good orchestrated press releases to announce national distribution expansions and fostered media relationships nationwide, resulting in over 88 media features reaching 699 million consumers and accumulating 577 media mentions. Securing features in top-tier outlets like Forbes, The New York Times, and Food Network, alongside collaborations with influencers and local press engagements, Publicity For Good propelled Flying Embers to prominence in the hard kombucha industry. This extensive media coverage, valued at $926,000, solidified Flying Embers’ leadership position, occupying 84% of the hard kombucha market.
Lola’s Fine Hot Sauce
Lola’s Fine Hot Sauce partnered with Publicity For Good to boost brand awareness and educate consumers about its all-natural offerings. Over 12 months, Publicity For Good orchestrated a multifaceted media campaign targeting food enthusiasts, chefs, and lifestyle aficionados across national and local outlets. This comprehensive strategy yielded 130 live media coverages, including features in digital media giants like Yahoo!, Buzzfeed, and Cosmopolitan, along with placements in popular blogs and radio shows. Leveraging both print and televised media, product sampling, and owner interviews, Publicity For Good generated a media reach of over 29.9 billion and secured product mentions in major outlets such as Medium, Forbes Online, and Prepared Foods. Additionally, Lola’s Fine Hot Sauce garnered positive social media reviews, cementing its status as a household name in the food and beverage industry. Through this collaboration, Lola’s Fine Hot Sauce emerged as a thought leader, increasing its market value and solidifying its position as an industry leader.
Wrap Up
Effective PR is crucial for CPG brands to stand out in a competitive market. By developing a comprehensive PR strategy, working with the right partners, and continuously measuring success, brands can build strong relationships with consumers and drive long-term growth.
Publicity For Good, led by Forbes 30 Under 30 Nominee and Top Women in PR awardee, Heather Holmes, is dedicated to helping purpose-driven brands create a positive impact on society. Brands seeking expert guidance in developing a PR strategy can reach out to Heather and her team for support. To Tap into Heather’s and Publicity For Good’s expertise in strategic, purpose-driven public relations, schedule a free discovery call and unearth how you can get your brand to the next level through impactful media opportunities, exposures and unprecedented audience reach.
Definition of Terms
PR Terms
Public Relations (PR): The practice of managing and disseminating information to the public to shape the organization’s image.
Media Coverage: The reporting of an event or issue by the media.
Brand Story: The narrative that encompasses the facts and feelings created by a brand.
Content Calendar: A schedule of when and where a company plans to publish upcoming content.
Metrics: Standards of measurement used to assess the performance of PR activities.
News Release: A written communication distributed to media outlets to announce newsworthy information about a company, product, or event.
Gift Guides: Curated lists of products compiled by publications or influencers to provide readers with gift ideas for various occasions, seasons, or demographics.
Listicles: Articles formatted as lists, typically featuring a series of items, tips, or recommendations related to a specific topic.
Affiliate Marketing: A performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their website through promotional efforts.
Share of Voice: The percentage of total visibility a brand or product receives within a particular market or industry compared to its competitors.
Media Impressions: The total number of times a piece of content is viewed by an audience across various media channels.
COMPARE Framework: A strategic communications model outlining seven key elements essential for optimizing marketing and PR strategies.
RICH Formula: A framework for creating persuasive communications emphasizing reflection, investigation, Connection, and Helping/Hunting.
CPG Terms
Consumer Packaged Goods (CPG): Products that consumers use up and replace frequently.
Product Launch: The introduction of a product to the market.
Brand Reputation: How a brand is perceived by the public.
Social Media Engagement: Interactions that occur on social media platforms between the brand and its audience.
Media Channels: Various platforms through which media content is delivered, such as newspapers, TV, blogs, and social media.
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