Generating Word of Mouth Coverage with PR

Word of mouth is a powerful marketing tool in today’s world. Personal recommendations from friends and family hold more credibility than traditional advertising. Public relations helps generate word of mouth coverage for brands by creating and sharing compelling stories. This creates a buzz that resonates with audiences and motivates them to share their experiences.

Developing authentic and compelling stories

Effective PR relies on storytelling. Brands must create narratives that connect with their target audience’s emotions, values, and aspirations. These stories should be genuine, captivating, and relatable. Whether it’s showcasing the brand’s journey, highlighting a customer’s success, or showcasing a unique product feature, stories that evoke emotions are more likely to be shared. Authenticity is crucial, as customers can easily detect a fabricated story. When people resonate with a brand’s story, they are more inclined to share it with others.

Identifying and targeting brand advocates

Brand advocates are the most loyal and enthusiastic customers. They love the brand’s products or services and are vocal about their positive experiences. Identifying these advocates and nurturing their relationship with the brand can amplify the company’s word of mouth coverage. Engage with them through social media, email newsletters, or exclusive events. Share their stories and testimonials through press releases, blog posts, or videos. When satisfied customers see their positive experiences being celebrated, they’re more likely to spread the word among their friends and followers.

Creating shareable content

In the digital age, shareable content is the currency of word of mouth. Brands should focus on creating content that’s not only informative but also entertaining, inspiring, or thought-provoking. Infographics, videos, podcasts, and interactive experiences are all formats that encourage sharing. Make sure the content is easily shareable on social media platforms and provides value to the audience. When people find the content valuable or entertaining, they’re more likely to share it with their connections, thus expanding the brand’s reach.

Leveraging influencer partnerships

Influencers have established themselves as trusted sources of information and recommendations in various niches. Collaborating with relevant influencers can significantly boost word of mouth coverage. When an influencer shares their positive experience with a brand or product, their followers take notice. Choose influencers whose values align with the brand and whose audience matches the target demographic. Whether through product reviews, unboxings, or personal stories, influencer partnerships can create a ripple effect of word of mouth recommendations.

Sparking conversations with engaging PR campaigns

Engaging PR campaigns can spark conversations and encourage discussions around a brand. Whether it’s a thought-provoking survey, a viral challenge, or a timely news angle, campaigns that capture people’s attention can become a hot topic of conversation. When people engage with a campaign, they’re likely to share it with their network, generating organic word of mouth coverage. Make sure the campaign is shareable, easy to participate in, and aligned with the brand’s identity.

Encouraging user-generated content (UGC)

User-generated content is a powerful tool for generating word of mouth coverage. Encourage customers to share their experiences with the brand’s products or services through reviews, photos, videos, or testimonials. Create branded hashtags and ask customers to use them when sharing their content on social media. Showcase UGC on the brand’s website, social media profiles, and marketing materials. When customers see others enjoying the brand’s offerings, they’re more likely to be curious and share their experiences as well.

Ronn Torossian founded 5WPR.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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