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Back to PR School: The five basic things you should do to promote your brand



August beckons with classroom lessons on the horizon. Back-to-school season has officially started for students of all ages. Lifelong learning is part of our culture at Price Lang Public Relations, and we’re committed to continuing education as well as sharing our knowledge. We’ve learned a lot of lessons after more than a decade of working with clients large and small. Find six practices for better communication here.


Here are five PR basics to put into practice if you’re not already using them.


Solidify your brand’s visual identity: Dedicate resources to branding. Establish consistency with the skilled guidance of a graphic designer. All assets, from your website and social media platforms to brochures and business cards, should have a cohesive look and feel. A professional logo, formal color palette and consistent font should be part of every brand.


Focus on core values to build your verbal identity: What does your brand stand for and why? Summarize what your company stands for as the single most important takeaway when employees and the public think of your company. All copywriting should reflect your brand’s identity through the use of intentional wording, with uniform terms and tone.


Give your website a facelift: Your website is often the public’s first impression of your brand. It should let potential clients know what to expect, with easily accessible information. Even if online shopping is not part of your business model, web presence is essential. Having a functional website with branded content, streamlined features and easy navigation is an essential part of doing business, offering services or promoting your message. Optimize your website for mobile views. Reserve similar URLs and set up redirects to your brand’s website.

Establish your brand’s social media presence: Set up accounts on Twitter, Facebook, Instagram, YouTube and TikTok, which is one of the fastest-growing social media networks. Even if you are unable to manage content on the big five platforms at present, reserving your brand’s name is important for future efforts. Dedicate social media efforts to the platforms where you’ll find your current audience and the channels where the segment you want to grow spends time. Don’t shy away from video, which dominates across platforms and appeals to niche audience segmentation.


Keep your feed fresh but value quality over quantity of posts. Strategy and substance matter.


According to Sprout Social’s compiled data, “Consumers consider short-form video content to be 2.5x more engaging than long-form. 66% of consumers report short-form video to be the most engaging type of social media content in 2022, up from 50% in 2020.” Even though you may not think of LinkedIn as a customer-facing entity, maintaining a strong presence serves to represent your culture well, increase visibility and, ultimately, help grow your brand. See our list of five social media mistakes and how to correct them.

Showcase metrics: Tangible numbers, metrics, takeaways: Show your audience the impact your brand makes. Quantify where possible and add storytelling. Get tips here for your annual report.


Whether your brand needs better marketing, more web traffic or SWOT analysis, consider adding outside help. Website maintenance and social media can feel overwhelming, especially as you try to build your brand. Consider adding contractors or external service providers. Coordinate with your internal staff to make sure all materials are the best possible representation of your brand. Contact us


Our team of strategists, copywriters and graphic designers provide services with best practices in mind. If you would like to talk with principals, email us. From our brand to yours, we wish your business the best.

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