By: Ali Fortney
Associate, ImPRessions Internal Account
December 2, 2011
The term “public relations” encompasses a wide array of topics and techniques. Many factors influence whether or not a company is properly using PR to its advantage. Design can make or break a business’ public relations agenda. While many companies are increasingly using social media such as Twitter and Facebook to connect with customers, they must remember basic PR techniques that will never get old.
For example, the magazine advertisement. Many companies promote their brand through advertisements in large magazines such as People, Vogue, Time or Rolling Stone. Businesses must keep in mind that the designs of advertisements are crucial in creating a successful PR campaign. When designing, the company must make sure the target audience is reached. Public relations teams must first do research as to what the audience is looking for when it comes to branding.
Once research is gathered, the company is ready to design an advertisement public relations campaign. The advertising and PR world are very much intertwined in the marketing aspect of the business world. When designing any form of advertisement, companies must remember a few simple steps:
- Keep it simple – No one wants to look at a print ad full of clutter.
- Be aesthetically pleasing – Make the advertisement appealing to the eye.
- Focus on the audience – Use research to determine what the audience wants.
- Make a statement with color – When advertising a brand, incorporate the brand colors into the advertisement.
- Less is more – Too many words or pictures in an advertisement can be a turn off for consumers.
Design is an invaluable part of the public relations process. In many cases, it can determine the success of a company’s marketing campaign. It is important to remember that the audience must enjoy the business’ marketing strategy, in order for the company to be successful. Print advertising and design plays a huge role in PR and must not be forgotten amidst the social media whirlwind.