New product launches, emerging trends, innovative ingredients—There’s a lot of noise out there, and it’s so hard to be heard above the hubbub. Companies tend to think that being ‘louder’ would make consumers pay attention to them, and so they turn to traditional advertising. But what if we told you that, instead of being ‘loud’, you could be clever?
That’s what boutique PR consultancy BlacklandPR strives to do, building a bridge of communication between businesses and audiences. In the words of director Mark Blackham, BlacklandPR is all about surprising the media by doing ‘something out of the ordinary.’
“We help connect a real need the public has with what our client’s products so. The first step is convincing the media by showing how the products aligned with something important or unique that’s happening in the world,” Blackham said.
For starters, BlacklandPR identifies a hot or latent topic related to the product. It helps generate public debate, which generates interest in a product, proving that’s what the market needs or likes.
“Take lunch boxes, as a random example. What should be in a lunchbox is a discussion real people have regularly. This can lead straight to customers and the media releasing that a client's products are exactly what they need,” he said. “We can seed a public debate, which can be capitalised on with advertising.”
Traditional advertising seems the safest best, but it often falls short on effectiveness.
“Marketers like the idea they can say everything they want in an ad, but making people think is the sexy thing nowadays. PR has to work with the audience, so is very much in tune with how consumers think. While marketing and advertising tend to shout, PR helps the audience do the shouting.”
BlacklandPR is also the only agency that has a dedicated media specialist. Additionally, they put a great deal of effort on networking, reaching out to community groups and clubs on behalf of their clients. If this weren’t enough, the agency has been specialising in food recalls and knows how to handle the recall experience. “Companies can think recalls or product disasters are the worst scenario they can encounter, so they have a tendency to freak out and over respond. We can help them get that response right.”