Nata PR School (EN)

Although NATA PR agency is a leader in promoting high-end products in North America, it is always easier for us to interest the media when brands have a story to tell.

The media loves:

At NATA PR agency, we are experts in supporting companies entering the North American market. We know how to tell their story.

I remember a French beauty brand whose founders moved to New York with their family for five years to understand this vast market fully.

Even today, I greatly admire these founders who set aside their ego and immense European success to enter a market where they were completely unknown.

These leaders had the humility to go into the field to gather consumer feedback, which was not always positive about their packaging and products.

They then took stock to completely rework their product presentation, review messages, and information.

They listened to what their future consumers had to say and took the necessary steps for their products to be understood and appreciated in a brand-new market.

We were fortunate to introduce the founders to the media.

Yes, this was before the pandemic, and for five years, we could organize meetings with journalists who loved discovering the story of this brand.

We were the perfect intermediary to help this brand convey its story and culture and become known in a brand-new market.

Public relations to tell brands' stories are extremely powerful.

Want to learn more? Contact me.

I'm here to help.

Nata

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What are public relations for, exactly?

The simplest answer:

Public relations are meant to make you known and increase your notoriety.

Why?

To gain the trust of your clients.

When they find themselves choosing between you and your competitors' brand, the chances of them choosing you, if they've heard of you, are multiplied by:

"80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy." Social Sprou

But if you're like my relatives and family, you probably wonder how public relations professionals do it.

My relatives will tell you about my work that

Yes, that's the basis of what all public relations professionals do.

But where public relations become exciting and strategic is in the what, how:

I love discussing all these points with my teams because no two public relations campaigns are alike.

Everything is different each time!

Let's talk about a concrete example:

A jeans company we've worked with for many years had just produced a video of utmost importance to them.

"Hurry, we need to send our video to journalists!" our client asked.

Yes, but what's the news?

"We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we're trying to reduce returns by more than 30%!"

So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:

Don't buy jeans before watching this video.

Then, we wondered which media outlets were most likely to broadcast this news.

Our first choice was La Presse, the largest French-language daily in North America, where our client is based.

And yes, we got featured in this major newspaper and after that many other websites and publications.

What do you think?

Do you understand what PR is for a bit better?

Nata

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Do you need help determining what sets public relations apart from marketing?

Let me reassure you: you are not alone!

First and foremost, I am a marketing professional, and during my training, we spent very little time on public relations.

It was during my first job as a professional that I truly discovered what public relations is.

You know me, I like to get to the heart of the matter quickly, so here it is:

To give you a quick idea of what sets public relations apart from marketing, you need to know that PR is a component of the marketing plan.

For those who haven't studied marketing, it's pretty simple.

There are generally 5 axes that makeup marketing.

The famous 5 Ps in English:

Product
Price
Place
People
Promotion (this is where public relations come in)

Yes, public relations are generally integrated into promotion (to make your product/service/company known).

Often, we find ourselves in the same budget category as advertising.

So marketing is a set of activities that can include:

Suppose you think about the new spicy-flavored Coca-Cola. In that case, it's easier to understand the role of marketing teams that have certainly contributed to the image of this new product, its price, etc.

They have probably been involved in choosing PR agencies around the world for the launch of this novelty!

That's the difference between marketing and public relations.

And I can assure you that this distinction is not clear for a huge number of people.

And obviously, in the promotion part, you find all types of advertisements (traditional and online). This involves buying spaces or paying Facebook, Instagram, or Google to present your ads to their users.

Public relations are the organic part of your promotion plan, as you generally don't pay a journalist or an influencer to talk about you.

I say "generally" because there are gray areas, especially since influencers have developed.

We often work with influencers without paying them, usually in exchange for products or an experience.

However, we also often pay influencers, especially when a brand requires specific messages to be broadcasted by influencers.

But that's another podcast topic!

If you are like me, an early riser, sign up for our new workshop: 12:30 pm ET (New York time):

MASTERING THE ART OF GRABBING ATTENTION

https://natapr.com/grabbing

I am here to help you

Nata

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Before the emergence of Instagram and TikTok, there was a very different understanding of public relations:

Sales related to our PR efforts were not the primary measure, as our clients understood that we contribute to sales rather than directly generate them.

It's advertising that generates direct sales.

However, with the advent of social media, the perception of the role of public relations has shifted.

I remember being part of a beauty CEOs group where everyone complained about their PR agency:

I remember asking these CEOs: "But surely your agency has given you a plan, an execution schedule for PR campaigns?"

Answer: "Yes, but we don't know what they do every day."

That's when I realized that since social media posting speed is immediate, public relations needed to find a way to be in "immediate" and more frequent contact with its clients.

It's been about 5 years since we implemented weekly updates to inform our clients of what we've done during the week.

Before creating this new tool, we had our clients' trust, and most importantly, we allowed time for public relations to generate results.

As you know, we are in the age of instantaneity.

When I officially announced to our clients that they would receive a weekly report every Friday, the reactions were immediate and positive.

Now, our clients know what we do every day.

Even though it still takes time to get a major publication.

Understanding what we do has improved, especially among our young marketing directors early in their careers.

So, are public relations an investment or an expense?

Obviously, it's an investment to make yourself known!

You invest in your visibility and your reputation.

You might say that all of this is quite intangible, not concrete.

Well, put yourself in the shoes of your client who is in front of the tea section at the supermarket.

If they've never heard of you, which tea will they choose?

So, invest in your reputation!

We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

https://www.natapr.com/grabbing

I am here to help you

Nata

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Many leaders and marketing professionals believe that social media has replaced public relations.

"Why spend on public relations when we are well visible on the web and social media?" they think...

"What does public relations bring in?"

You would be surprised how many times I hear these misconceptions.

So, I invite you, from listening to this podcast, to be part of the elite club.

Even if you are just starting your business, do as multinational corporations and big brands, all of whom have an ongoing public relations strategy.

And yes, these big companies know that public relations is the best part of their organic marketing plan and that only public relations allow them to develop (or maintain) their reputation.

Advertising sells.

PR makes you known.

And, of course, PR contributes to your reputation and notoriety!

Why?

Well, simply because a third party is choosing to talk about you without being paid.

A third party can be a journalist or an influencer in the digital age

Yes, public relations contribute to sales.

If your clients hear and read about you, they will be more inclined to trust you and buy your products.

So, is PR still useful in the digital age?

Yes, absolutely!

Why?

We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

https://www.natapr.com/grabbing

I am here to help you

Nata

GET FEATURED FOR FREE➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://prschool.natapr.com/evergreen_en⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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When I was the marketing director, I firmly believed that one needed to have a flamboyant personality to become a public relations professional.

I considered myself privileged not to have to "sell" my stories to journalists.

If you've listened to episodes 135, 136, 137, and 179, where I talk about my discovery of public relations, you will see that, to my great surprise, I succeeded in getting my bosses, their projects, clothing collections, or record projects talked about very successfully.

I managed to do this while remaining true to myself, reserved and discreet, far from the spotlight!

So, I like to say that: I am healing myself with my public relations agency.

If you are like me, an eternal introvert, know there is hope and that connecting with the outside world can be learned!

Even today, I very often choose to stay at home with Ali, my dog, rather than go to a friend's party where there will be more than four people...

Let me tell you how long it took me to develop the NATA PR SCHOOL podcast...

Yet, I love to share and disseminate my knowledge. But I come from a time long before the era of "personal branding."

Where everything becomes a brand or a company with the advent of social media.

In this old school of thought, it was even frowned upon to promote oneself.

Public relations professionals exist to make their clients shine, not their own achievements.

So I tamed public relations, one article and one interview at a time.

If you fear shining, know that I understand you!

But the benefits are too important to ignore.

Getting known and seen in the era of essential videos allows you to:

You know that photo with the personality of the moment that everyone happily posts and shares?

Well, I still forget to have myself photographed, and even worse, sometimes I do and forget to publish it...

So yes, I am treating my introverted side with public relations.

To such an extent that one day, during a workshop, we were asked to step out of our comfort zone, to do something we wouldn't dare otherwise.

Does that sound familiar?

Well, I couldn't understand this concept until I realized that I live outside of my comfort zone all the time, communicating, interacting with the media, influencers, and our clients.

As you might have guessed, my comfort zone is when I am alone at home.

For me, the pandemic was a happy moment because I didn't have to meet people or attend events.

Today, it has even become second nature to step out of my comfort zone, and I almost enjoy it.

So yes, public relations can be a shock treatment for introverts, but it is a beneficial treatment.

We are preparing a workshop in the coming weeks where I will teach you the art of capturing attention, which will be offered next April.

Step out of your comfort zone and sign up for our lists so you don't miss anything: www.natapr.com

I am here to help you

Nata

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Amplification is a term that has come to the forefront with influencers.

Many of our clients "amplify" the content created by the influencers they collaborate with.

You have probably seen social media advertisements where an influencer uses a foundation or extols the virtues of a product.

Well, here, either the brand has, with the influencer's agreement:

obtained the content produced by the influencer and turned it into an advertisement.

The objective here is to:

Does this remind you of something?

Yes, it's exactly what public relations do, hence my advice, when possible, to:

Combine PR with your social media campaigns.

Public relations are simply another effective means to amplify the brand and its products.

PR professionals put everything in place to obtain positive press coverage.

At NATA PR agency, we specialize in promoting consumer goods.

Our primary goal is to ensure that many journalists and influencers write or shoot videos about our clients' latest releases.

And know that you can also amplify your press coverage.

It's a trend that I see more and more among new companies discovering the effect of PR on their visibility.

It's about:

"As seen in VOGUE - ELLE - FORBES, THE PRESS, etc."

Quick tip

Once a major media outlet publishes an article about you, you can repost it on your social media platforms and your newsletter and even turn it into an advertisement as long as you mention the media that featured it.

For those with vast experience like mine, remember those movie posters where you could read positive reviews from major newspapers/magazines.

Well, the same rule applies here.

Amplification is not a new concept; it's just the new means at our disposal that have changed.

There are several ways to amplify a brand, whether through PR, influencers, social media, or advertising.

But for this amplification to work, it's essential that the messages are impactful and reach your target: your customers.

Again, PR can help you here:

To sell, you need to:

We're preparing a workshop in the coming weeks where I'll teach you the art of grabbing attention.

Sign up for our lists so you don't miss anything: www.natapr.com

I'm here to help.

Nata

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Undoubtedly, you hear about artificial intelligence every day, just like me.

I started to ponder what "intelligent" public relations would look like? Public relations like the ones we practice at NATA PR agency.

Here's what came to mind:

Intelligent public relations are:

Thinking

Thinking means making connections. And with the speed of social media constantly streaming content, thinking has become a luxury.

A luxury not to be ignored if you have a business that wants to retain its market share.

Consulting an "intelligent" public relations agency is an excellent strategy to help you think better.

How do we recognize a public relations agency that practices intelligence? Well, here are some clues:

Taking the time to analyze the context

An intelligent public relations agency will take the time to:

Depending on your market and the targeted clientele, working with TikTokers can be optional.

We have clients who don't work with personalities or spokespeople and don't even want to hear the word influencers.

But these brands like opinion leaders. A chef who chooses to talk about a device like Thermomix will undoubtedly have an impact on your clientele, for example.

That's the added value of intelligent PR: proposing activations and communications that go beyond current trends.

Not following the flavor or the month

This means:

Intelligent public relations truly care about their clients and feel they are part of the adventure. These intelligent agencies see you from the inside and not just through smoke and mirrors.

So I invite you to seek out intelligent partners and agencies, strong in their expertise and heartfelt intelligence.

We are preparing a workshop that will be offered next March.

Sign up for our list so you don't miss anything: www.natapr.com

I am here to help you.

Nata

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You're probably like me, and you love shortcuts.

You may have discovered ChatGPT and the time and money it saves you.

And here you are with your new product, program, or service that you're launching in a few weeks, and you want sales to be instantaneous.

I understand you!

And I would like to promise all our clients that in a few months, dare I say a few weeks, the major media will all be excited and will report and write articles about them.

But although humans love the shortest paths, they often need time to adopt novelties and process new information.

"How long does it take to get noticed?" several of our clients ask us.

There is no universal answer to this question.

I have seen many campaigns have different levels of success (faster or slower) depending on several factors:

Remember the COVID-19 vaccines; there was a real pressing need, but it was a global emergency. Have you noticed the extent of the media coverage obtained by pharmaceutical giants?

Yes, I know it's an extreme example, but it perfectly illustrates a pressing need.

I love trends because we often rely on them to get our clients noticed.

Think of the vegan wave that affects not only the food industry but also cosmetics and even fashion.

A new Ferrari, a luxury product, can create a pressing need and instant desire among our journalist friends (and their consumers), depending on the industry.

Suppose you participate in a reality TV show viewed by millions of people. In that case, your fame will skyrocket; overnight, depending on the country, you will be recognized on the street and gain thousands (sometimes millions) of followers on your social media.

But for the rest of the universe, it's different, it often takes:

So, how long does it take to get known when you're just a mortal or a young company?

Several months, sometimes years, by being consistent with a continuous public relations strategy.

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I am here to help you.

Nata

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"We've already sent out press releases and never received any requests.

I've often heard this phrase from skeptical new clients unfamiliar with public relations.

These are often companies that have invested little in marketing and advertising.

Yet, they see their competitors getting media attention and being active on social media platforms.

They want to do the same but are only sometimes willing to invest the time and money necessary for a public relations agency to develop a proper campaign.

These companies have several things in common:

They contact us because:

These companies believe that in a few months, or even just a few weeks, they will be more visible than their younger competitors, who have built themselves up on the web, social media, and public relations.

How often have I seen these companies thank their marketing director and terminate contracts with agencies they work with, convinced that the formula was wrong and that everything cost too much?

On the other hand, their competitors understood that they needed to invest in their image, promotion, public relations, and partnerships with different brands or spokespeople.

It takes time for the magic to happen.

And already, some of these companies have either disappeared or are on the verge of disappearing.

Your tolerance is likely insufficient if you see advertising, public relations, and social media as expenses rather than investments.

You won't be able to do what your competitors do:

If your customers only see you in the supermarket where your highly visible young competitor is on the same shelf, which product will they choose?

So yes, public relations is much more than sending a press release and waiting for someone to contact you.

We sometimes send out more than a dozen weekly press releases and know how to grab attention.

I invite you to subscribe to our lists to avoid missing anything.

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Nata

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